Cold Calling Tips #7: The best way to create a compelling story about your solution

Cold Calling should be done these days by addressing prospects on social media. For this, you need a compelling copy. To draft it, use the Diamond of Market Entry and the AIDA formula.

A Great Story - Template

Transcription

Hello everybody. Today we will again talk about cold calling. This is tip # 7: What makes a good story? A good story is built on a few components. First, you need to address the exact problem you want to solve - there's nothing worse than a solution looking for a problem. Second, you need a solution for the problem presented in your story. Third, you need to present measurable results; it’s measurable so you will need a unit in your results. Next, a brand would be nice which always gets attention. A brand means you’ve solved the problem for a well-known company. A trend? Not necessarily, but it helps. Talking about a trend in your industry like Dot O, artificial intelligence, global warming or whatever trend it is, will also help if many of your prospects deal with this trend. I call this Diamond of Market Entry - Problem, Solution, Brand, Results, Trend. This is the basis of your story you’re building and placing in your social media copy or an email to send to a person you want to speak to. That's great email copy or social media copy you’re sending to the relevant decision-maker.

Let’s make an example of a great email copy. Start with a prospect, so a new client you want to win. You’ve already contacted this person on LinkedIn and they’ve accepted. The email address is indicated in his LinkedIn profile and you're now writing an email to him which could go something like this: The subject could be: Automatic tripling of leads online - we're talking about automatic lead generation. You can see the subject line is very important because, first, we're talking about results. Specifying measureable results in the subject line is always good and we're talking about tripling which is measureable. We talk about the topic lead generation, that it’s automatic which means once it’s set up you don't have to do anything, it’s just automatic. This is compelling and quite attractive.

Let’s see how to build a story for a prospect called Frank. We want to always be a bit casual and not too formal. We wouldn’t say: Dear Mr Millar, or whoever, we would just say: Dear Frank, thanks for accepting my contact request on LinkedIn. Here, we connect with this person by an introductory sentence. Then we ask a question Frank refers to as a so-called pattern interrupt: Do you want to drastically increase your leads online? Here, we talk about a problem of not having enough leads. We say it in a positive way: Do you want to increase your leads? We don’t say: Do you not have enough leads? We are grabbing Attention.

Next we say: If that's your problem then I have an idea for you. We have tripled the number of leads for the largest SUV at a premium manufacturer in the automotive industry through integration between the website and CRM. Here, we talk about a brand, a premium manufacturer and we mention the solution. We emphasise the results: We have tripled the number. We are creating Interest.

Then we can say: The solution includes automatic generation and qualification of leads and generation of individualised content according to our customers’ interests. Here, we present the solution and what it’s about. We continue with: This is the basis for automatic email campaigns with open rates of 64% and click rates of 24%. In the first week after Go Live, 2,000 new prospective customers were won. Here, we talk very much about measurable results. We are creating a Desire to talk to us.

Let’s even mention another project. Again, we are creating interest with another project focusing on creation of newsletters tailored to customers’ interests - individualised newsletters was innovative a few years ago - Currently, about 60,000 newsletters are sent out generating on average about 150 hot leads which are sent to retailers, that is, about150 qualified vehicle interests. Again, we are presenting results.

We go on why, again creating desire: In addition, with the solution our client achieves an increased open rate of 54%. The industry average is 25% so that's more than double the industry average. That should create a lot of desire. Then we say: Furthermore, 135% - again results - more brochure orders were received and we have achieved all this in just six months. This is also quite a desirable output creating a desire to talk to us.

Then we have a call-to-action. We ask: If something like this is of interest to you, we would be happy to show you the solution and how it works in the sense of Cross Industry Best Practice Sharing. Here, it’s very important to show them how they can also achieve that. We are not trying to sell something here. Nobody wants to be sold to. Everybody wants to buy if they need or want something but they don't want to be sold to so we are offering a Cross Industry Best Practice Sharing.

Then we have the final call-to-action: Feel free to call me. You give your direct mobile phone number and a greeting formula at the end.

In classic marketing, this is called AIDA formula - Attention Interest Desire Action. You use AIDA and my Diamond of Market Entry to create this compelling story. A PowerPoint of this presentation is in this vlog so you can copy and paste the whole text, translate it into your story and address your prospects like this. They will be tempted to talk to you. I would like to mention here we have results. As I said before: results. We talk a lot about results. That’s the final thing on this compelling story for a prospect.

We can also use this for existing clients. We want to speak to Verona, Chief Procurement Officer - Automotive in a company Global Steel. Here, we want to refer to something we've done for Global Steel. We would now like to use this to get a meeting with Verona. [#00:08:00-0#] We can use the same structure Diamond of Market Entry plus AIDA formula for an existing client also. Let’s start: Dear Verona, thank you for accepting my contact request on LinkedIn. I was responsible for the supply chain pilot program at the Building & Materials unit in Belgium so I will contact you directly. It’s quite casual. I’m giving her an explanation and bit of an excuse that I’m calling her directly. I say you accepted my contact request, I might have something here for you and that’s the reason I’m calling you: With this pilot, we have already achieved significant savings in the purchasing process for direct materials especially in the realisation of supplier claims. So, result.

Now, here we talk a bit about the solution: We started the project in August 2017 and rolled out the new Claims Management application on time from June to September 2018. Over the next 10 years until 2028, your Belgian subsidiary will save over €100 million - Results, results, results - through the new supplier claims process. In 2018 alone, €7 million could already be saved. Results, results, results.

The solution: Since you are responsible for purchasing in the automotive unit, I thought you might be interested. She might be interested in what? Now I explain why I’m contacting her, she's in another unit and might have similar challenges and may be interested in, firstly, how we achieve the €100-million savings; secondly, how exactly the Belgian B&M unit developed the optimal claims process; what the critical success criteria of a claims process are, or how to automate the process so it runs most efficiently, and where there is a need for action typically.

Then I offer a chat again: We will be happy to bring you together with a colleague in the B&M unit who can explain exactly what is important - that’s a kind of reference here. We say: Maybe some approaches work in your unit as well. We're not being too pushy, we're just saying we thought it might be useful and you decide if you would prefer to have this insight. Please feel free to call me today [your mobile phone number] Steve Hanson, Client Partner.

Here we go. That is a very direct and compelling story. We connect saying: We’re connected on social media. We get Attention talking about savings. We create Interest by describing the solution and results. We create Desire explaining the many things we offer to improve her business, and at the end we have the Action. We use the AIDA formula and you can see it is as helpful for an existing client as for a new client. I will leave this PowerPoint presentation with you so you can swipe to use for your compelling story. If you would like to have a chat with-,