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BEP 46 ADV – Cold Calling: Getting off to a Good Start
Hello again and welcome back to Business English Pod!
Today’s episode is the first in a three-part series on cold calling, the skill of making
unsolicited sales calls. Unsolicited means “not asked for.” So cold calling is the skill
of making a sales call to someone who is not expecting you.
Cold calling skills are very useful in many parts of business life. To cold call
successfully, you need to be persuasive. And persuasion is fundamental to business
success, whether you are trying to convince a customer to buy something or your
boss or colleagues to accept your point of view.
A lot of people hate making and receiving cold calls; actually, a good cold call, when
done persuasively, should be a welcome opportunity for the customer to get more
value.
In today’s listening you’ll hear two examples, one bad one good. We’ll listen to the
bad one first. Josh Knight of Nexus Communications International is cold calling
Linda Darling, who works for the law firm Drucker and Smythe. So Linda is Josh’s
prospect, or potential customer.
As you listen, try to identify at least four things that Josh does wrong. Also, try
and identify what he is selling.
Vocabulary
unwieldy: difficult to use or handle.
prospect: potential customer
online collaboration tools: software that enables you to collaborate, that is to
cooperate, with other people online, usually by sharing documents or looking at the
same files.
productivity enhancing services: any service—often software—that helps to increase
worker productivity.
video conferencing: remote meeting via video phone, where you can see the face of
the people you are meeting with.
web conferencing: remote meetings that involve online collaboration tools (see
above) allowing you to share documents, etc.
unsolicited: adj. not asked for. An unsolicited sales call is a cold call, one where the
customer has not asked you in advance to call.
© 2007 All rights reserved: [Link] 1
BEP 46 ADV – Cold Ca llin g: Getting off to a Good Start
Dialog: BAD Example
Linda: Hello. Drucker and Smythe
Josh: Hello, is this Linda Darling?
Linda: Yes?
Josh: Hi, my name is Josh Knight from Nexus Services International.
Linda: Uhuh. And how can I help you?
Josh: We’re a major global provider of online collaboration tools and productivity
enhancing services that fully integrate audio and video with web conferencing. Our
motto is “Nexus connects us.”
Linda: I see. Look I really don’t have time at the moment.
Josh: Well, Ms. Dayfield, depending on what you are currently using, I don’t know
whether you have a need or an interest in our services. But with your permission, I
was hoping to ask you a few questions and see if there is anything we are doing
that you can benefit from.
Linda: Look as I said I don’t really have time right now.
Josh: So my first question is do you want to increase your productivity by up to
15% in one easy step?
Linda: No, not really. Bye.
Josh: But, with our patented Live Anywhere platinum online conferencing service,
you can meet...Hello? Hello? Linda? Linda?
Debrief
It doesn’t sound like Josh is going to make the sale, does it? Did you catch what he
is selling? “Online collaboration tools and productivity enhancing services that fully
integrate video and web conferencing.” For definitions of these terms, you can
check out the learner’s notes for this episode, available in a few days on our
website. How about what Josh does wrong? Did you pick out four things?
First, his voice is wrong, isn’t it? He speaks too quickly and he even sounds a little
nervous.
Second, his introduction is way too long and it is obviously scripted, like he is
reading off of a piece of paper. This sounds fake and insincere.
Third, in addition to getting her name wrong at one point (he calls her “Ms.
Dayfield” instead of “Ms. Darling”), he’s not really listening to Linda at all, is he?
She says several times that she is too busy, but he doesn’t do anything to address
her concern.
Finally—and this point may be less obvious—he fails to ask any questions to assess
Linda’s needs. The only question he asks—“Do you want to increase your
productivity by up to 15% in one easy step?”—is a yes/no question. If Linda says
“no,” which she does, he has no way to move forward.
© 2007 All rights reserved: [Link] 2
BEP 46 ADV – Cold Ca llin g: Getting off to a Good Start
Now, let’s listen to a better example. This time another sales representative, Steve
Steele, will call Linda. He does a much better job. As you listen, try to answer the
following questions. The answers will be posted in a few days at
[Link].
1) Does Linda’s company use audio and video conferencing?
2) What is the benefit of the service that Steve is selling?
3) How does Linda describe the current system?
Dialog: GOOD example
Linda: Hello. Drucker and Smythe.
Steve: Hi. Is this Ms. Linda Darling?
Linda: Yes?
Steve: Hi Ms. Darling. How are you doing?
Linda: Just fine.
Steve: This is Steve Steele from Nexus
Communications.
Linda: Uhuh.
Steve: Do you have a quick minute?
Linda: Well, actually, I’m pretty busy? Is it gonna be fast?
Steve: Yes, absolutely. I understand you are a busy. I want to respect your time,
so I’ll be brief.
Linda: Okay.
Steve: Do your employees use audio or video conferencing?
Linda: Yeah. All the time.
Steve: Great. I think we can help you. We specialize in working with firms like
Drucker and Smythe so that you can save money and dramatically increase the
effectiveness and efficiency of conferencing.
Linda: Uh huh.
Steve: In fact, we also serve Hatchet, Pritchins and Rutherford.
Linda: Really? Okay.
Steve: If you could create the ideal conferencing solution, what about your service
would you like to improve or change?
Linda: That’s a good question. I guess it’s a little bit unwieldy. I wish we could
simplify everything...
© 2007 All rights reserved: [Link] 3
BEP 46 ADV – Cold Ca llin g: Getting off to a Good Start
It sounds like Steve is well on his way to a sale. Let’s look closely at how he
handles the call.
Of course, persuading different people requires different styles and different
approaches. You have to take cultural and individual differences into consideration.
But no matter who you are talking with, you need to ask the right questions and
actually listen to the replies.
For active listening, the strategies we practiced in BEP 45, “Keeping the
conversation going by showing interest,” are very useful. So that would be a good
episode to review.
Now let’s go through what Steve does in the dialogue step by step.
First, after giving Linda a warm greeting, he is careful to show that he respects her
time. What does he say?
Steve: Do you have a quick minute?
Linda: Well, actually, I’m pretty busy? Is it gonna be fast?
Steve: Yes, absolutely. I understand you are a busy. I want to respect your time,
so I’ll be brief.
Expressions such as “Do you have a quick minute,” “I’m sure you are busy,” and “I
want to respect your time” are all polite ways to start the conversation.
What are some other ways to show that you value the prospect’s time?
Do you have a sec to talk?
I’ll only take a minute of your time.
No worries. This will be really quick.
This will just take a quick sec.
I understand. The only reason I’m calling is to schedule an appointment.
I totally understand you are very busy Ms. Smith, so I’ll make this quick.
I’ll be really quick.
In these examples, notice how “second” is sometimes abbreviated to “sec” in oral
English.
Why don’t you give it a try? Imagine you are cold calling Linda. First ask her if she
has a quick minute or a second to talk. Then, when she says she is pretty busy,
acknowledge her concern by using some of the language we have just studied for
valuing the prospect’s time. Are you ready? Start talking after you hear the beep.
Practice 1:
Learner:
Linda: Well, to tell you the truth, I’m actually pretty busy.
Learner:
Linda: All right. Go ahead.
© 2007 All rights reserved: [Link] 4
BEP 46 ADV – Cold Ca llin g: Getting off to a Good Start
How did you do? Now let’s listen to an answer, but remember this is just an
example. There are many possible ways to deal with this situation.
Learner: Do you have a quick second to talk?
Linda: Well, to tell you the truth, I’m actually pretty busy.
Learner: No worries, Ms. Darling. I totally understand you are busy, so I’ll make
this quick.
Linda: All right. Go ahead.
Great. So after getting the conversation started on a positive note with a warm
greeting and a signal that he values Linda’s time, Steve is careful to check that the
service he is selling would be useful to Linda.
Steve: Do your employees use audio or video conferencing?
Linda: Yeah. All the time.
Actually, in this case Steve probably knew already that the answer to this question
would be “yes,” so he is just using it to establish relevance. But this is an important
type of question to ask; there is no point is talking to someone who doesn’t need
what you are selling.
Next, Steve states the reason he is calling by explaining the benefit of the service
to Linda.
Steve: Great. I think we can help you. We specialize in working with firms like
Drucker and Smythe so that you can save money while dramatically increasing the
effectiveness and efficiency of conferencing.
The main idea here is to get the prospect’s attention. This may also be a chance to
state your value proposition—what differentiates your product from your
competitors’.
To explain the benefit, you can say “allows you to,” “enables you to,” “gives you,”
or “helps you.” Let’s listen to some examples.
The Gold Plus Account allows you to book conferences over the phone.
It is very convenient and saves you a lot of time.
Our process will enable you to over come the challenges you are facing.
This service gives you greater flexibility in managing your database.
As a Nexus customer, you can enjoy several benefits. These include a dedicated
help line and 24-hour service.
Using this product enables you to increase productivity and helps you to save
time and money.
Notice the use of such expressions as “increase productivity,” “save time and
money,” “give you greater flexibility,” and “enjoy several benefits.” As always,
strong use of correct collocations makes your English sound professional and fluent.
Now you practice talking about the benefit of your product. Think about a product
or service that your company produces. Imagine that you are cold calling Linda.
© 2007 All rights reserved: [Link] 5
BEP 46 ADV – Cold Ca llin g: Getting off to a Good Start
After the beep, explain the benefit of your product to her. Use such language as
“helps you to,” “gives you,” “allows you to,” “enables you to,” and such collocations
as “enjoy several benefits,” “increase productivity,” “overcome challenges,” “save
time and money,” and “give you greater flexibility.” Are you ready? Give yourself a
few seconds to think, then begin talking after the beep.
Practice 2:
Learner:
Linda: Wow, sounds interesting. Tell me more.
Great. Now listen to an example answer.
Learner: This product will enable you to enjoy several benefits. It can help you to
increase productivity and save time and money. It can also give you increased
flexibility in how you plan your business, which will help you overcome the
challenges you are facing.
Linda: Wow, sounds interesting. Tell me more.
Obviously, everyone’s product will be different. This is just an example of how the
language can be put together.
Okay. So far Steve has opened the call positively, established relevance and gotten
Linda’s attention by explaining the benefit of his service. The next step is the most
important one.
Remember, if there is no problem or clear opportunity to improve their current
situation, there is no reason for the prospect to meet with you or take the next step
in your sales process. So you need to establish a clear need for the service you are
selling, perhaps even push your prospects off balance a little bit by letting them
know that their current product is not adequate. By establishing a clear need, you
are guaranteeing your success.
How do you do this? The best way is to start by asking questions. One of the most
important things I’ve learned in sales is that most people will tell you anything you
want to know. People love talking about themselves. So let them do the selling. All
you have to do is ask the right questions. This is “needs analysis.”
What kind of question does Steve ask?
Steve: If you could create the ideal conferencing solution, what about your service
would you like to improve or change?
Linda: That’s a good question. I guess it’s a little bit unwieldy. I wish we could
simplify everything...
© 2007 All rights reserved: [Link] 6
BEP 46 ADV – Cold Ca llin g: Getting off to a Good Start
Rather than working from a script—which sounds mechanical and insincere—you
should put a lot of thought into different kinds of questions you can ask depending
on the situation. Generally, the best kind are “open questions,” questions that begin
with what, why, where, when, and how. Avoid yes/no questions because they don’t
encourage your prospect to talk, and if she says no, you have nowhere to go.
“What about your service would you like to improve or change?” is a great type of
question, because it gets right to the heart of the need. Linda replies that their
current service is “unwieldy,” which means it’s difficult to use or handle.
What are some types of questions you can ask? Well, it depends on your service,
the type of people you are selling to, and your own personal style. But let’s listen to
some examples to study language and give you some ideas.
Can you tell me more about the kind of financial services you normally use?
Can you tell me what kind of services you are looking for?
What kind of services would you be looking for?
Would you be interested in doing all your banking over the phone?
What do you like most about your current supplier?
What are the most important issues for you?
What have your experiences been with ABC Organization?
Where do you see your greatest challenge?
How do these challenges affect your business?
What kind of affect do these issues have on your bottom line?
If you could change one aspect about your current arrangement, what would it
be?
If you could create the ideal solution, what about your current service would you
like to improve or change?
If you could eliminate three of your biggest problems, headaches or stresses
what would they be?
In our example, Steve was pretty lucky to find a good prospect. You will often have
to ask more than one question to establish what the customer’s need is and how it
relates to the product you are selling. But once you have, it is important that you
demonstrate this to the customer by summarizing and confirming what they have
said. This is a kind of empathy, and it is very important to the sales process. We’ll
be covering this skill in the second episode on cold calling, so be sure to tune back
in next time.
Great! Well, that’s just about it for today’s show. You’ve looked and good and bad
examples of opening the call. And you’ve practiced some great techniques for
getting off to a good start, including respecting the prospects time, clarifying the
benefit, establishing relevance and analyzing the need.
Be sure to check out the study notes where you’ll find more practice exercises,
vocabulary explanations and learning strategies.
In the meantime, keep practicing and take care! See you again soon at
[Link].
© 2007 All rights reserved: [Link] 7
BEP 46 ADV – Cold Ca llin g: Getting off to a Good Start
Language Review Questions
Fill in the blanks, then match the language in the box with the cold calling steps
below. The first one has been done for you.
a. No worries. This will be really e. Are your computers ever _______
quick. with viruses?
b. Does your staff need to speak f. Where do you see your _______
English at ____________? challenge?
c. The Gold Plus Account g. This will just take a quick _______.
_________ you to book
conferences over the phone.
d. If you could magically ________ h. Using this product ________ you to
three of your biggest problems, increase productivity and helps you
headaches or stresses what to save time and money.
would they be?
1 Respect the prospect’s time a.
2 Establish relevance
3 Clarify benefits
4 Analyze needs
Learning Tip
Think of a product or service that your company provides. Then think about
questions you can ask to establish relevance. For example, if you work for a travel
agency, you might ask, “Do your staff travel?” Then, list the benefits of your
service. Write a concise statement of your value proposition—what differentiates
you from your competitors—using such positive language as “enables you to,”
“allows you to,” “helps you to,” “you can,” etc. Finally, decide on a few good
questions to help you analyze and establish needs. Listen to this podcast again or
to the phrasecast for ideas. Finally, practice by writing out a dialogue, or by role
playing with a colleague. You should record yourself, if possible, and listen to what
you said again. How does your voice sound? Is it tense, or is it natural or relaxed.
This is great practice even if you are not in sales. Persuading people is an important
part of business, no matter what you do. Alternatively, you can practice “selling”
your ideas to your colleagues or to you boss: The same process you use for cold
calling you can also use for convincing someone of something in a meeting. This
might be a great chance to practice asking your boss for that raise you’ve been
wanting!
© 2007 All rights reserved: [Link] 8
BEP 46 ADV – Cold Ca llin g: Getting off to a Good Start
Useful Language
Valuing the prospect’s time:
Do you have a sec to talk?
I’ll only take a minute of your time.
No worries. This will be really quick.
This will just take a quick sec.
I understand. The only reason I’m calling is to schedule an appointment.
I totally understand you are very busy Ms. Smith, so I’ll make this quick.
I’ll be really quick.
Benefit to customer:
The Gold Plus Account allows you to book conferences over the phone.
It is very convenient and saves you a lot of time.
Our process will enable you to over come the challenges you are facing.
This service gives you greater flexibility in managing your database.
As a Nexus customer, you can enjoy several benefits. These include a dedicated
help line and 24-hour service.
Using this product enables you to increase productivity and helps you to save
time and money.
Establishing the customers needs:
Can you tell me more about the kind of financial services you normally use?
Can you tell me what kind of services you are looking for?
What kind of services would you be looking for?
Would you be interested in doing all your banking over the phone?
What do you like most about your current supplier?
What are the most important issues for you?
What have your experiences been with ABC Organization?
Where do you see your greatest challenge?
How do these challenges affect your business?
What kind of affect do these issues have on your bottom line?
If you could change one aspect about your current arrangement, what would it
be?
If you could create the ideal solution, what about your current service would you
like to improve or change?
If you could eliminate three of your biggest problems, headaches or stresses
what would they be?
© 2007 All rights reserved: [Link] 9
BEP 46 ADV – Cold Ca llin g: Getting off to a Good Start
Answers
Listening Comprehension
1) Yes. In reply to this question, Linda says, “A lot.” This is a strong sign to Steve
that he has reached a good prospect, or potential customer.
2) Steve says that using his service means “you can save money while dramatically
increasing the effectiveness and efficiency of conferencing.”
3) Linda says that it’s “unwieldy,” which means it’s difficult to use or handle.
Language Review
b. work
c. allows
d. eliminate
e. infected
f. greatest/biggest/most significant
g. sec
h. enables
1. a, g
2. b, e
3. c, h
4. d, f
© 2007 All rights reserved: [Link] 10
