Recently, we talked about what a frosty process B2B cold-calling can be. Well, the next step past the cold call can be just as icy: the cold onsite visit. Odds are, you'll hear the same old grumblings and objections to your sales pitch at your next cold visit that you've heard many times before. As Justin Hitt puts it: "There are no new sales objections."

In a recent post at the Ask Justin Hitt Blog, Hitt talks about a cold onsite visit he made with a B2B sales trainee, and the revelation that came to him at the end of the day. "Word for word," he says of his experience with the prospect, "I heard the same objections I've heard for more than a decade of selling." Among them:

• We already have a list of vendors, and it's full.

• I'm happy with my current supplier.

• I can't give out that type of information, it's proprietary.

So, what's the bottom line to these objections? According to Hitt, it's fear. "Fear is the biggest reason these objections come forward," he insists, because during an initial interaction, "you haven't created any rapport, established credibility, or given them any reason not to be skeptical."

So, what's the best way to overcome that fear? Hitt says you need to:

• Remember that cold calling is about "discovering decision-makers, not overcoming objections."

• Use a cold call or visit to work your way toward a decision-maker, building trust along the way.

→ end article preview
Read the Full Article