Are you hearing “I’m not interested” far too many times?
This is going to be a tough pill, so buckle up.
If you’re hearing, “I’m not interested,” it’s because what you’re saying isn’t interesting -:).
What can you say to be more interesting?
Use words that shine a light on a big expensive problem your prospect didn’t know they had.
In other words, poke the bear.
By way of example, here are two cold call scripts for the same product that my brother sold, private labeling for veterinarians.
Script A pitches.
Script B pokes the bear.
See if you can spot the difference.
SCRIPT A – PITCHING
Permission
“Hi, Dr. Jones. Jason Braun. We’ve never met, but I was hoping to speak with you briefly. Do you have two minutes?”
Pitch
“I’m with Animal Pharmaceuticals. The reason for my call is that we specialize in private labeling, a large selection of pharmaceutical and hospital supply products that are of comparable quality to many leading national brands. The reason for my call is to get on your calendar to tell you more. Are you available on Tuesday or Wednesday at 2 pm for 30 minutes?”
SCRIPT B – POKING THE BEAR
Permission
“Hi, Dr. Jones. Jason Braun. We’ve never met, but I was hoping to speak with you briefly. Do you have two minutes?”
Problem
“Thanks. I’m with Animal Pharmaceuticals. We’re in over 4,000 clinics. You may have read in this month’s AVMA journal that veterinary visits are decreasing 6% YoY due to rising fee schedules.”
Poke the Bear
“Just out of curiosity, how are you increasing profitability while maintaining your current fee schedules?”
Feel the difference?
Script A is focused on what the product is.
Script B is focused on the cost of inaction.
The key to being more interesting is finding problems.
Ditch the pitch.
Poke the bear.