Cold Calling for Professionals
Cold Calling 101: 4.13 Creating Demand
In our experience, the process of creating demand starts with finding a suspect, someone who could potentially buy your product or service.
It then means getting their attention and engaging them in a conversation where you uncover their needs, pains and problems, as well as their unrealized hopes, dreams and goals, with which you can help. It then means getting them to want to solve those problems and achieve those goals, ideally sooner rather than later.
It also means positioning your product or service as a solution, as a means to those ends, and then getting the prospect to commit to a meeting with you or your rep to talk about it as the next step in the process of getting there.
But creating demand, and successful cold calling in particular, is the quintessential case of making something out of nothing, or at least out of nothing more than a phone call.
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