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Cold Calling: Respect the toothpaste?
By Leslie Buterin | September 23, 2009
Now, in the fourth year of marriage (Oct 15 wooHOO!), I am still relatively a newly wed and loving every minute of it. Luke and I haven’t been married all that long, but, long enough for some of my undesirable traits to show up … and to be dealt with.
My husband has seen this is true and I now confess to you and the world right here on this blog post that I am one of those people who goops up the top of the toothpaste tube.
Right now you are either like I was and thinking, “so what” or you are rolling your eyes in disgust because you are a clean tube kind of person like my husband is.
Luke never complained. Then, a couple of weeks ago he said the words that made me a convert, “Leslie, you disrespect the toothpaste.”
Those words are the words that I needed to hear. The very words that changed how I looked at a toothpaste tube. The magic words that triggered an immediate change in my behavior. Since hearing those words, I have transformed into a clean toothpaste tube person.
Now, what does this have to do with cold calling? Plenty.
My husband sold me on taking the actions that took me the direction he thought was best for me to go.
He used the word(s) that were important to me “respect” and spoke in a way that was quite meaningful to me. I value “respect” so much that when my disrespectful habit was pointed out to me I made a prompt change that I wanted to make.
When you cold call top dog decision makers, success comes with using the right word(s) that are meaningful to them.
Use words that are important to your prospects. For high-level prospects those words have to do with increasing revenues, decreasing expenses and/or mitigating risk.
Remember, you don’t have to use a lot of words - Luke only used 5 and the most powerful cold call script EVER, only used 7 lines - you do, however, have to use the right words to trigger a change in your prospect’s behavior that they want to make.
We’ll cover this and more in tomorrow’s webinar Secrets to Successfully Cold Calling Executives - see you then!
Leslie Buterin (like butterin’ bread)
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