De standaard tips over koude acquisitie kennen we allemaal: ontspan, wees jezelf en praat rustig. Ze kloppen allemaal, maar met deze standaard tips komen we er niet. Met enkele woorden moet je namelijk de prospect kunnen raken. De content van je boodschap is dus de schakel voor een succesvolle koude acquisitie. Maar hoe creëren en brengen we de juiste content? Hoe stellen we de juiste vragen om nieuwe waardevolle contacten te krijgen?
Raak de emotie van de prospect
In order for the entire process to run smoothly and with high efficiency, it is important to get the communication to the target groups sharp. In the content you bring, it is important to touch the emotion of the prospect. A warm feeling inside, a spontaneous cry or the slack laugh. Before you throw your content into the fray, it's critical to create an atmosphere that suits the person. Unfortunately, we cannot always realize the above emotions, but in any case, strive for one emotion.
How to respond to the emotion during cold calling?
You can respond to emotion by linking a kind of prospect to your content. When you have a creative prospect on the phone, entertain him. When a prospect is practical, show what your service or product ‘can ' do. List realistic examples and real-life situations. This allows you to respond to the emotion of the prospect so that a click is made faster.
Asking the right questions
Many telemarketers ask the wrong questions. It makes sense if you don't have a strategy. When asking the right questions at the right time, it is very important to focus your questions on the right issues. Neil Rackham'S SPIN model is one way to do this as effectively as possible. The SPIN model consists of situation, problem, implication, and utility effect. In the situation phase, the sellers ask questions about the prospect's situation, which revolves around facts and backgrounds. Sellers often already make the mistake of asking a lot of situational questions at this stage. This arouses irritation in the prospect, because they do not bring him new insights. In the problem phase, the seller looks for the problems or difficulties that he can solve with his product or service. In the implication phase, the biggest mistake is often made. One normally summarizes the situation and problem questions and then tries to steer towards the conclusion of the sale. However, the prospect did not experience pain at all, and there is a possibility that matters will remain unspoken. As a result, the prospect does not experience any added value for an appointment.
The key to success
The power is in the implication phase. By focusing question-wise on the negative consequences of the problem, the prospect himself discovers the consequences of his problems. The prospect is only now really experiencing the 'pain' of his problem and now appreciates a solution to it. Naming the pain again causes the prospect to be pressed again with the nose on the facts. When this is done, it is your turn to find a solution in the usefuleffect phase.
offers that you can also supply yourself. Also in this phase it is important that you lead the prospect in a questioning way to the usefulness of your solution.
Conclusion
Your content is therefore of great importance to trigger your prospect to an appointment. Practice your content beforehand or start with the ‘low-hanging fruit’ to get into your story. Make it a sport to match your message to the prospect's emotion over and over again. In addition, learn to anticipate the moments when you can ask the right questions. Let the prospect experience his "pain" and above all try to listen. Here, too, the proverb applies: speaking is silver, silence is gold.
