醒来，冷来呼叫者：我永远不会从您那里购买的6个原因

每隔一段时间，我都会收到电话或电子邮件 - 大概是每月四到六个。我曾经忽略它们，但是自从我开始为这个博客写作以来，我对观看行动中的销售代表的专业兴趣。称其为现场研究。

So I started picking up. And in the nine months I’ve started reading cold emails and picking up cold calls,I haven’t gotten a single good one.

也许我只是不幸，但是九个月不好的冷宣传seems like a trend to me. So for all the salespeople out there who keep calling and emailing me, here’s why I’ll never buy from you.

1) I have no idea who you are.

我从未去过您的网站。我从未听说过您的公司。bob全站app我从来没有做过任何事情（我可以​​记得），这表明我对您的产品或它解决的问题感兴趣。实际上，冷通话的定义是很冷 - 潜在客户与您的公司根本没有任何联系。bob全站app

打电话不起作用恰恰是因为他们针对尚未发出任何兴趣的潜在客户的目标。在社交媒体上与您互动的入站潜在客户或专业人士是吸引潜在客户的更好方法。

2) You have no idea who I am.

我曾经收到过想要向我出售CRM咨询服务的人的冷电子邮件 - 该产品虽然对Hubspot销售部门的某人有用，但甚至都不是remotelyrelated to what I do.

And yet, I know exactly how it happened. I write about sales, and my LinkedIn job title contains the word “sales.” The rep probably assumed that I was a salesperson, and reached out.

A simple Google search or LinkedIn skim would have revealed that I was far from the right person to call. The takeaway: Never pick up the phone without doing preliminary research about who your prospect is and what their concerns are likely to be.

3) You’re obviously using a script.

Here’s a cold email I received a few months ago.

主题行：为您和您的团队确保数据共享

Hi,

您是否使用大文件？我非常了解这个区域，需要谨慎。[bob全站app公司名称]是您应该看的东西。这是一种独特的存储设备，可让您无缝将数据从公共移动到私有存储云。[bob全站app公司名称]即使大型文件都可以免费同步。有了此存储，即使某些参与者关闭了笔记本电脑，也可以始终访问和讨论内置的聊天。

For instance, [Agency name] is successfully using [Company name] to share large image files and confidential data among teams and clients, without killing the Internet connection or uploading everything to a public cloud.

我们希望为专业人士提供这项非常有用的技术。让我们安排快速15分钟的电话。我的[销售代表]可以告诉您更多有关如何使用我们的解决方案更改共享文件的方式的信息。

最好的问候，[销售员]

It doesn’t get more generic than this. There’s no mention of what I do, how the product helps professionals similar to myself, or why I’d be interested in this particular storage solution. The fact that I work at a software company and yet the case study cited is specific to an agency use case is another sign the rep cut corners and sent out a mass email blast.

在互联网研究和基本定制非常容易的时代，没有借口这样的通用信息。始终量身定制电子邮件和呼叫您对潜在客户情况的了解，并努力找到尽可能多的特定信息。

4) You won’t let me off the phone.

这种情况很少发生，但是当这样做时，它令人难以置信。几个月前，我接到了一个销售人员的电话，他将自己定位为进行研究调查。当我拒绝时，她说：“好吧，如果您没有时间进行调查，我可以告诉您有关X产品相关的信息吗？只需两分钟。”

我再次拒绝，祝她美好的一天。但是她又压了两次，给了我显然是电梯的球场。

一开始就很少努力工作，但是当线条另一端的人已经检查了对话时，这甚至效率也不太效果。当你的前景是显然试图摆脱对话，帮自己一个忙，放手 - 唐’t damage the relationship further by relentlessly talking at them.

5) You want me to buy something right away.

这是我收到的典型冷电子邮件：

“Hi, I’m X from Y company. We make Z product or service, which does A, B, and C -- here’s a link to our pricing page. Would you like to schedule a call to learn more?”

不，我不会。在您直接进入产品功能和定价之前，我几乎没有吸收您的名字和公司。bob全站app

Asking too much of prospects up front is a surefire way to lose the deal altogether. Taking a more measured approach that respects the buyer's desired pace is not only better for the buyer, it also increases the odds you’ll be able to see the sale through to the end.

6）您直接进入球场。

The corollary to #5, leading with an elevator pitch completely breezes by the buyer’s needs. On the off chance you’ve cold called someone who is interested in what you have to say, starting with a pitch is a great way to completely ruin the opportunity for the sale.

总是在听，而不是说话。这是您与潜在客户合作的唯一方法，可以提出一个相互同意的解决方案。

Cold emails and电话推销是烦人的, interruptive, and rarely useful. And it’s no wonder: With more information available to buyers and sellers than ever before, customized outreach isn’t a nice-to-have -- it’s the bare minimum. Get wise to this fact before your cold-calling peers do, and you’ll have a clear leg up on your competition.