Do you struggle to start the conversation on a cold call?

6 Steps to opening the conversation and keep it going

During workshops, I’m frequently asked how to start the initial conversation with a customer.  Typically, they are asking about how to open the conversation with a prospect on a cold call.

If you struggle with that initial opening discussion, I hope these tips help to ease those fears of how to break the ice and get the conversation started.

#1 – Do your homework & pre-call plan (60 min, 30 min, 5 min, 1 min, 5 seconds)

If at all possible, before you ever step foot on the farm, do your homework.  That means learning as much as you can about the potential customer as possible.  It’s never been easier in today’s digital world.  At an absolute minimum, Google your prospect’s name to see what information you can find.  Next, check your internal company records and long-time employees.  They probably know most people in the area.  Check your network.  No, don’t gossip.  But asking a fellow vendor about a customer’s operation can be very inciteful.

Above in parenthesis, you see I have 60 min, 30 min, 5 min 1 min, and 5 second).  I want you to be prepared for any of those time frames.  Whether you have an appointment or you happen to catch a prospect on their farm, you need to be ready for any length of a sales call.  If you have an appointment and agreed upon an hour, you need to have a 30-minute version, a 5-minute version and so on.  Rarely does a customer know exactly what their schedule will be on a given day.  Their schedules change.  So, be prepared.  It will reduce the stress when you get out to the farm and the producer says, “Sorry, I only got about 15 minutes.  I need to go….”

Doing your homework builds confidence in you and your selling approach if you get hit with a time crunch.

#2 – Make it a warm call.  A referral or an introduction are great ways to warm up a call.

This is another confidence builder.  The gold standard for getting a warm call is a referral from another satisfied customer in the area that knows the prospect.  If not a referral, maybe just ask for an introduction.

The other great way to make it a warm call is to network with your prospective customer at an industry event.  Meeting them anywhere else besides a selling situation allows you to meet as fellow agribusiness professionals.  It shows your interest and support of the industry.  That goes a long way when you do meet for the first time on the farm.

#3 – Read the Room (farm).  Read the prospect.

It starts the moment their operation comes into view.  Slow down and start observing what is going on.  Obviously, weather is going to be a factor depending on where you are and their operation.  Rain during planting or harvest, beautiful sunshine during planting or harvest, or snow in a livestock operation.  All can cause a change in plans.  Equipment and facilities break down on their own schedule.  If they are laying under the combine working on it, you’re in for a 5 second sales call.  That’s, “Hey, I’m Greg, the …. salesperson for the area, I’ll come back another day. Can I drop a card off in your shop, office?”  Anything longer and you might be seen as unaware or unsympathetic to their schedule.  You might even consider not stopping if it’s too serious or chaotic.

#4 – Don’t hide what you do.  Be proud of it and get it out there fast.

The white pick-up truck, the company logo on the door, the way you are dressed and act are all dead give aways.  If they have been farming for any length of time, they recognize you as a salesperson the moment you turned down the driveway.  I have always been proud of what I do for my customers and you should be too.  There is no need to hide what we do or try to smooze so the customer doesn’t think we are just out there trying to sell him something.  I am trying to sell him something.  Will I connect on a social level?  Sure.  But overdoing the social connection discussion can really turn a producer off when meeting for the first time.

In workshops, I stress the importance of getting the customer or prospect to do most of the talking.  We need to be good at asking questions to figure out the best way we can help a customer.  However, on a cold call, as you drive up to their farm and exit your truck, you are in their place of business.  Those first 30 seconds need to be about who you are and why you are there.  Anything else is going to be viewed as deceptive

#5 – The first 30 seconds

“What are you peddling?  What do you have for me today?  I don’t have time for another salesperson today!  I already bought all my seed, feed, fertilizer, equipment…Leave your information in the shop and I’ll look at it!  You guys would be the last place I would buy seed, feed, fertilizer, equipment from if I was going to switch suppliers!”

Ever have a prospect yell one of these opening lines out before you even had a chance to say hello?  Of course.  We all have.  Sometimes they combine them to really put you on the defensive or get you off their farm.  I have some standard replies which I share in training sessions.  But the primary thought you need to remember is that you are there to help this producer with your products and services.  You will help them to be a better producer.   They want to do business with you, but they just don’t know it yet.  Can he survive without you and your products?  Sure.  Can you help him be a better producer, by becoming a trusted advisor to him?  Absolutely.  If not, you won’t sell him until you can.

      So, what do you do in those first 30 seconds?

• Smile, even if the producer isn’t
• Be confident – fake it if you really aren’t. See #1 and #2 above to build confidence.
• A year ago, I would have said shake hands and introduce yourself by name and company. However, follow social distancing and do what you feel is best.
• I tend to give the wave so they know I’m not being rude by not shaking their hand. Then I make a comment about how strange it is not to shake hands anymore.
• Depending on the appearance of his mood or his personality, I like to adjust that introduction from matter of fact to even adding in some comedy in the opening discussion. “I’m Greg with … company and I’m out introducing myself and the company.  Are you familiar with them or ever done business with them?” 

You can play with the words until they feel comfortable to say.  However, the concept is to let the prospect know exactly who you are, who you work for and why you are there.  In that same breath, I want to ask a question to get them talking.  The first thing you want to know is what do they know about you and your company.  If their opinion of your company is extraordinarily good or horribly bad, I want to know that up front.  Most producers will share those strong feelings right away.

If not familiar, then give a big picture overview of the functional business area that your company works with:  calf feed, fertilizer, soil fertility, data management.  Follow that brief description up with another question.  Example: “We work with producers on nutrient management systems.  We have some unique things we do to help producers which usually depends on your current production methods.  Have you jumped into the whole nutrient management planning or do you work with someone on it?”

#6 – Make the next meeting and get out

No matter what happens on that first cold call, the entire purpose is to get the next meeting set up.  Most of us sell a repetitive use product.  We work with our customers each month, season or year. Hopefully for our entire selling career. Rarely do you go from meeting someone the first time to being a primary supplier to them.  It takes time.  How long or how many sales calls?  Well, that depends on you, the producer and a lot of other factors.  If you hit the nail right on the head and get a sale on your first sales call, that’s nice.  However, it’s more realistic to set the expectation in your mind that the initial call is an information gathering trip, not a presentation on your products.  In doing so, you will set the discussion up for a return trip where you can talk about you and your products.

Best of luck in your efforts to walk up, meet a prospect and get the conversation started, keep the discussion going and then get the next appointment.  Think of this as the fun part where you get to set the first impression of you and your company.

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