6. Positioning Statements Puts Your Best Foot Forward
One component of every cold call ought to be a positioning statement.
One component of any cold calling that you do ought to be a positioning statement. You need to come up with a sentence or two that allows you to position your organizaiton or yourself with the person to whom you’re making this cold call.
Now, a lot of people have described this as your elevator speech. I would say that is more individually focused. However, you could easily come up with a script: My name is __, my company is __, we are the ___. And you could fill in the blank on those.
Remember: it has to be true, but, if you can reduce it to a sentence or two, you have the ability to position who you are when you cold call.
So, for one of our clients who happens to be a chemical company: “We are the largest independent chemical manufacturer in North America.” That’s their positioning statement. This also happens to be a client for whom a lot of research and development gets done. And so another presentation positioning statment is: “My name is Joe Friedman. I represent this firm. 85% of our products have been developed during the last 5 years.”
Find a way to position your firm. We are the biggest, we are the best, we are the most current, we are cutting edge. It has to be true. But whatever it is, if you can reduce it to a sentence or possibly two, you have the ability to position who you are when you cold call.
Cold Calling Review Topics:
- Prospecting Is a Game
- Why Make Cold Calls?
- How to Make a Cold Call Warmer
- Make a Plan
- Value to “Them” Gets You in the Door
- A Positioning Statement Puts Your Best Foot Forward
- Handling Resistance to Meeting
- Make Them an Offer They Can’t Refuse
- Be CHARMing When You Get Resistance Cold Calling
- A Little Snark Can Go a Long Way
- Handling the Objection “I’ve Got No Time”
- Three Last Gasps for When All Else Fails