• If Cold-Calling Is Such a Terrible Business Development Tactic, Why Do People Still Do It?
  
  
• If Cold-Calling Doesn't Work, Why Is It That Many Successful Veterans Have Continued to Cold Call Throughout Their Careers?
  
  
• If Do-Not-Call Signaled the Death Knell of Telemarketing, Why Hasn't It Gone Away?
  
  
• Is It Possible the Conventional Wisdom About Cold Calling Is Wrong?

Dear Advisor,

In more than 10 years working closely with Financial Advisors, the topic of Cold Calling has always been a puzzling one…

Overcome Call Reluctance and Start Consultative Cold Calling Today!

Everyone seems to hate it. And who wouldn't, being forced to the phones in a sink-or-swim environment as a rookie…The phony scripts trying to sell people things you understood only a tad more than they did…The hang-ups, the rejections, the growing anxiety and fears…Yech!

Clearly, hitting the phones traumatized many advisors. And rightly so…

But as I got to interviewing advisors and learning how they succeeded in the business, another picture, somewhat contradictory, often emerged.

For some advisors, calling very often launched their careers, they said. It got them some of their best clients—ones they're still with all these many years later.

Some even liked it and have continued to do it!

How could that be?

Well, it turns out that like so many things in life, the prevailing wisdom about telemarketing as a business development tactic turns out to be wrong.

Like so much else, it comes down to execution. Most advisors have steered clear of cold-calling because they've developed a fear of using the phone to find and cultivate prospects.

And that's too bad, because done properly, an advisor who decides to telemarket can be hugely successful IF THEY HAVE THE RIGHT TRAINING.

That's where Shawn Greene comes in. Shawn is a Horsesmouth Contributing Expert on telemarketing and the author of I'd Rather Have a Root Canal Than Do Cold Calling.

She has trained thousands of advisors and other sales professional to be comfortable, competent and hugely successful employing the telephone as a key marketing tool.

Shawn knows what most advisors don't: Making cold calls to prospects can work very well.

Consider these reasons…

6 Reasons to Make Calling
a Key Part of Your Marketing Program

1. Because Calling Is an Effective Marketing Skill You Can Master. You only need a handful of solid marketing tactics to reliably grow your business. Advisors are busy people and marketing efforts like seminars and client events often fall between the cracks, especially if you're pressed for staff and other resources. But with calling, once you've got a good program going, you can do it routinely with only a little extra effort and organization.

2. Because A=B Prospecting Works. Anyone with some life experience knows there are many things in life and work that you can count on: If you do A properly, B will follow as a result. Telemarketing works that way and can be a key leg of your prospecting activities.

3. Because "Do Not Call" Didn't End Telemarketing's Effectiveness. This is a classic contrarian thing. First, all the people who don't want to be called are off the lists—for the most part. Second, business phone numbers aren't part of DNC. Third, people at work often are more open to discussing things then they are at home. Traditionally, telemarketing has a very high conversion rate. When you reach a prospect by phone and they're interested in what you have to say, it's not uncommon to find that one in three connections leads to a meeting.

4. Because People Need Help and You're the Expert With an Important Story to Tell: People want to talk to you. A recent Bank of America study revealed that 55% of well-off retirees regretted waiting as long as they did to engage a financial advisor. You're the professional with the skills and insights they need to prepare for retirement and a worry-free financial future.

5. Because If It Works, Keep Doing It. This is an important, hugely overlooked pearl of marketing wisdom. Advisors often do certain marketing activities, get decent results but then they stop and move on to another tactic. Smart calling means you stay focused and continue to build on your success BECAUSE IT'S WORKING.

6. Because There's a Clear Return On Investment for Telemarketing: Once your calling skills are at full force, you just carve out a regular calling schedule and do it. Results come. Prospects met. Accounts opened. Go back and count your hours for each new account. There's your ROI.

Introducing The Art of Consultative Cold Calling Program

Overcome Call Reluctance and Start Consultative Cold Calling Today!

There's actually never been a better time to create or revitalize a calling campaign to meet new prospects. The stakes are high. Money is in motion. People need you.

You can keep your pipeline humming with a well-done telemarketing campaign. That's why Horsesmouth is offering this new training program developed by Shawn Green and delivered in a format that will allow you to participate, practice and succeed on the phones starting this spring.

Your Consultative Cold Calling Program includes:

Session One
Ending Call Reluctance and Starting Consultative Calling
(Around 90 minutes)
September 22, 4 p.m. EST/1 p.m. PST

• What really creates call reluctance; how to overcome it; and how to prevent it.
• What really undermines success—separating myth from reality.
• Core elements of the highly-effective consultative approach.
• Introducing four powerful script formats that suit almost any situation.
• Secrets to writing scripts that don't sound scripted.

Session Two
Putting Consultative Concepts to Work: Script Formats That Work
(Around 90 minutes)
September 29, 4 p.m. EST/1 p.m. PST

• Consultative scripting and approach for dealing with gatekeepers.
• Consultative scripting and approach for business prospects.
• Consultative scripting and approach for consumer prospects.
• Including real-world examples.
• Of calls that follow mail, and networking.
• Of calls centered around service, and seminars.
• Of smooth transitions from prospecting to selling.

Session Three
The Art of Qualifying Business and Consumer Prospects
(Around 90 minutes)
October 6, 4 p.m. EST/1 p.m. PST

• Finding the right qualifying questions for cold calls.
• Qualifying without questions.
• Paving the way for effective sales conversations.

Session Four
Handling Objections, Leaving Doors Open and Loving Voicemail
(Around 90 minutes)
October 13, 4 p.m. EST/1 p.m. PST

• When to love voicemail (and when to skip it).
• Two voicemail formats that get return calls.
• How to handle common objections.
• How to keep doors open, and your own spirits up.

Session Five
Consultative Calling: Putting It to Work Throughout Your Career
(60 minutes)
October 20, 4 p.m. EST/1 p.m. PST
Discussion of how to fit calling in, develop good habits, track results, and—most importantly—get through the learning curve.

Bonus Coaching Clinics
(45 to 60 minutes)
Live interaction and script clinic and critique with Shawn Greene and program participants. These session only available to those who've completed the program. Simple conference call-in, but people must sign up in advance and 'seats' are limited.

Session Recordings and CD for Personal Listening
All of the above programs will be available for on-demand playback to participants for 30 days. Plus, each program participant will receive their own CD recordings of each of the program's five training programs.

The Art of Consultative Cold Calling: Workbook and other tools
All program participants will receive assignments and supporting materials to read and complete for each session including a workbook and other tools.

Topics covered in the workbook include:

The Need for Consultative Cold Calls

Overcome Call Reluctance and Start Consultative Cold Calling Today!

• How a perfectly good business development tool got a deserved bad rap.
• How that affected efficacy.
• How that created difficulty for advisors.
• The myth advisors are told about cold calling.
• How to turn your attitude around.
• Consultative cold calls in overview.
• Why training your brain is as important as skills.
• How marketing differs from selling.
• Why it's important to know one from the other.
• Placing telemarketing in the marketing toolbox.
• Examples of when telemarketing is the right tool to use.
• How telemarketing statistically compares to other marketing tools.
• Busting the myth that telemarketing is ineffective.
• What you cannot accomplish on the phone.
• What you can accomplish on the phone.
• An overview of why mailing in advance doesn't warm calls up.
• Why getting voicemail is not a "bad" call.
• Training your brain for effective objectives.
• A mini-lecture about using the word "suspect."
• Cautions about doing research in advance of calls.
• Comparing qualifying when cold calling to qualifying when selling.
• Qualifying and mailing something.

Scripting—The inside scoop

• Key concepts and background for effective calls.
• Communication on the phone.
• Why scripting your calls is important.
• How to create scripts that work well and feel good to use.
• How to write scripts in keeping with your personality and professional image.
• Three key elements or parts of almost all scripts.
• How to say who you are without confusing prospects or putting them to sleep.
• How to say the real reason for your call, and why that's so important.
• Why you should ask people if they have time to talk.
• Examples of common problems and how to fix them.
• An exercise in fixing a script.
• Scripts for calling prospects.
• Scripts for working with gatekeepers.
• Scripts for voicemail.
• Pros and cons for each.

Prospect Script Format A: How to Direct to Next Step

• Use this format when you know you want to talk business (the 'next step').
• Reasons to use this format.
• How to say why you want that next step without scaring prospects away.
• How to use the same call to prepare for a great sales meeting.
• How to use the format with centers of influence, for networking, with clients, and with referred-prospects.

Prospect Script Format B

• Use this script when you want to differentiate yourself and/or develop relationships.
• Use this script when you want to qualify prospects.
• Hot tip: Why you may want to draft format B by starting in the middle.

Why You're Calling and Ask Permission

• Quick review of consultative-style calling.
• What "why" covers in this format.
• How to say why without scaring prospects off.
• Using permission.
• How to blend the two elements together.
• When prospects say 'no'
• What to do when you don't get permission to continue the call.
• How to keep the door open for next time.

Give Information—Lots of Options

• How to handle the juicy middle part of Format B calls to differentiate yourself, develop relationships, prevent objections, educate prospects, and open doors for those famous free portfolio reviews.
• Format B—Transition statements
• Why these little statements are so important, and when to use them.

Format B—Ask for the Next Step

• Busting myths about closing for the appointment.
• How to avoid letting a prospect's tone get the better of you.
• What to do when someone else handles the next step.
• How transition statements work with asking for the next step.

Scheduling the Meeting and Preparing for the Next Step

• How to avoid common errors.
• Prep is optional and can be used with Format A and Format B.
• Reasons not to include Prep.
• Asking the right questions—and not too many questions.
• When you want the prospect to be prepared.

Qualifying

• How to avoid being your own worst enemy.
• What you really need to know: defined.
• Tips on identifying possible questions.
• Qualifying for B-2-B calls.
• List of qualifying questions FAs often want to ask.
• Sorting through the list—which ones to keep and why.
• Sorting through the list—which ones to save for selling and why.
• Sorting through the list—which ones to dump entirely.
• The one question you probably need to ask, but don't.

Folding qualifying Into Format B.

• Examples of B2B scripts from start to finish, including qualifying questions.
• Tips about each example.
• How to handle non-qualified prospects without burning bridges.

Qualifying: Consumers

• Qualifying for B-2-C calls.
• Notes about calling consumers at work.
• List of qualifying questions FAs often want to ask.

  Overcome Call Reluctance and Start Consultative Cold Calling Today!

• Sorting through the list: keep, save for selling, dump.
• How to ask nosy questions, including about money, and keep doors open.
• How to get your nerve up to do that, if needed.
• Examples of B2B scripts from start to finish, including qualifying questions.
• Tips about each example.
• How to handle calls when you may need to educate prospects.
• How to qualify without questions.
• Good reasons to skip qualifying
• Why it's not always necessary or useful to ask qualifying questions.

Gatekeeper Scripts: Gatekeepers, Your New Best Friend

• What is a gatekeeper?
• How to avoid spinning your wheels.
• Why to love gatekeepers.
• Why gatekeepers may be your prospects.
• A gatekeeper script to use to identify your prospects.
• A gatekeeper script to use when you need help getting in touch with prospects.
• Tips for dealing with phone systems.

Voicemail: You're Gonna Love Voicemail

• Why to skip leaving voicemails.
• Why to leave voicemails.
• How to love voicemail.
• How to handle returned calls, and how many to expect.
• Two voicemail formats.
• Using an ad or value statement, and why it's optional.
• How to encourage actual return calls.
• Using the more fun voicemail format, adding tips, tidbits, and cool quotes.

Managing Voicemail

• How often should you call?
• How many times should you try to reach prospects?
• Tips for avoiding frustration.
• How to handle the second, third, etc. voicemail so you don't sound like a dork.
• When and how to move on.
• Using your own outgoing message.

Handling Objections

• World's best objection-handler.
• Common errors to avoid, and how to do that.
• Two kinds of objections: vague and clearly-stated.
• How to handle very vague objections.
• How to handle more clearly-stated objections.
• Tips for handling very negative issues.
• Handling "mail me something."

Applying What You've Learned: Managing to Succeed

• How to help yourself through the learning curve.
• Tips for making the learning curve as painless as possible.
• Setting goals for number of calls.
• Calling goal calculation and equation.
• Using the above numbers to measure your success.
• Introducing a secret weapon for success.
• Developing productive habits.
• How to love the do not call list.

Special FREE Bonus: Audio Automatic Referrals

Every advisor needs three solid marketing legs to run their business and keep their prospecting pipeline full. Consultative Cold Calling will deliver one strong leg of your marketing stool.

But you've got to have solid referral skills, too, to keep your business growing. That's why I've decided to offer those advisors who sign up for the Art of Consultative Cold Calling, a special bonus: the audio version of Horsesmouth's groundbreaking Automatic Referrals: How to Instill Discipline in Your Referral Strategy and Guide Your Clients to Deliver Perfect Prospects Every Time

Bonus: Automatic Referrals Audio Edition

Here's what's included:

• 7-disk CD set guides you step-by-step in transforming your referral strategy

• 13 Action Research Summaries give you detailed review of each recorded chapter for fast reference to key points

• 11 reusable worksheets and checklists to put your plan into action

• 4 detailed case studies showing how advisors succeed with referrals

• Plus, real-life referral insights gleaned from more than 1,600 advisors

Common-Sense Referral Advice
Why do 87% of clients say they are willing to recommend advisors, but only 11% ever get asked for referrals by their own financial advisor?

We think it's because 81% of advisors say they either have a referral marketing strategy that is unfocused or inconsistent—or worse, have no strategy at all.

You can get a constant flow of quality referrals.

When you implement the powerful principles featured in Automatic Referrals, you'll be poised to join the elite handful of advisors who have discovered how to use referral marketing to lower their client acquisition costs, increase their efficiency, and build a robust book full of high-quality clients.

After spending just a few hours with Automatic Referrals, you'll be on your way to mastering all the techniques you need to start asking the right people for referrals to the right prospects—at the right time, and in the right way, with consistency and confidence.

Automatic Referrals spells out on CD:

• How to motivate your best clients to make referrals to prospects exactly like them.
• How to improve profitability and accelerate the growth rate of your practice.
• Why you'll experience higher closing ratios once you've developed a coherent referral strategy.
• How to avoid the "Experiment Trap" that causes most referral strategies to fail.
• How "warm calls" will become a staple of your prospecting activities.
• How to enhance the quality of your prospect pool.
• Why HNW clients WANT to be referred to you.
• How to use referrals to strengthen your relationships with your best clients.
• How to join the elite corps of advisors who are VERY SATISFIED with their referral strategy.
• The one thing you MUST do in order to super-charge your referral flow.

About Shawn Greene

Shawn Greene, founder of Savage & Greene, has over 25 years of sales and sales training experience, and is the author of the book I'd Rather Have a Root Canal Than Do Cold Calling. She has coached thousands of financial advisors to develop smart calling skills.

Her engagements with financial services firms and others include:

• Tri Counties Bank
• The banks of California Bancshares
• Mechanics Bank
• Ed Fund
• Think London
• Citibank
• Wells Fargo Bank
• Union Bank
• Irwin Home Equity
• Chevron Travel Club
• Several commercial insurance companies and brokers
• AT&T Wireless
• Q Interactive
• WaMu

What Others Say About Shawn Greene

Shawn Greene

I've had the pleasure to work with Shawn Greene for more than 7 years at Horsesmouth. As an expert contributor, she has cultivated an extensive following of Horsesmouth Members. Shawn's Cold Calling discussion board has received more posts than any other discussion we've hosted in more than 12 years.

She's a remarkable professional who brings a unique level of care and commitment to helping advisors succeed through their use of the telephone.

I'm sure you'll also experience her professionalism and genuine warmness when you work with her in the Art of Consultative Cold Calling Program.

But don't take my word about Shawn. Look for yourself below and read the comments of other advisors who've benefited from working with her.

Cold Calling Makes Sense
"I started working with Shawn because I was inexperienced, uncomfortable, and ineffective with cold calling. I also realized it was a skill I needed to become more successful. She goes through all of the unrealistic expectations and fears many of us have. Shawn's approach is not cookie-cutter, it's flexible and she understands that each person will sound and prospect a bit differently. Shawn's program addresses cold calling from both sides of the view - the salesperson and the person on the other end of the phone. She's also a great listener, and able to give immediate feedback in a non-offensive way. Shawn's gotten me to a place where cold calling makes sense." — Glen Isobe, Gardena California

Breaks Everything Down
"I decided to work with Shawn Greene because I, too, would rather have a root canal than make cold calls. Her program gives you a step-by-step process to put together your scripts and handle objections. She also breaks everything down so you know how calling succeeds and why certain things are important to do. I really like Shawn's straight-forward approach to this problem, her hands-on help and personalized script critiques. Her sense of humor is a big plus, as well. If you want a program that covers everything about calling prospects, whether they are individuals or businesses, this one is for you."
—Kimberly Hembree, CRPC

Motivates Us to Make the Calls
"I wanted to take my business to the next level. I had tried other types of marketing and they were okay, but not getting the results I really wanted. I had read that cold calling was the way to get a lot more business, but knowing how I treated cold callers when they phoned us, the thought of making the calls made me physically ill. However, I knew there must be a better way of doing them. I was recommended to Shawn and low and behold she was exactly what I was looking for!

"Shawn has been there and done that, she isn't someone who is giving advice and tips from a theoretical standpoint. We know she has been out in the real world making cold calls herself and has succeeded. So we know what she is telling us is good, solid advice… Shawn also motivates us to get on with making calls. Shawn doesn't give a rose-tinted view of cold calling, it is hard work; but she makes you feel you can handle it."—Ashley Price, United Kingdom

Overcome Call Reluctance and Start Consultative Cold Calling Today!

Save 40% When You Sign Up Today

Sign up for Shawn Greene's "Consultative Cold-Calling Program" and benefit in the first quarter and launch a new telemarketing program this spring. You save $400 by enrolling today for $597, a 40% savings off the normal $997 program price

The Consultative Calling Guarantee: 100% Risk Free

Sign up for the program now and attend all of Shawn Greene's Consultative Calling Program because it's 100% guaranteed to help you be more effective on the phone. Learn how successful advisors who started their career cold calling still do so today, but don't think of it as cold calling.

Attend Shawn's coaching clinic and then rollout your new calling campaign.

Learn to:

• Overcome call reluctance and start consultative calling…
• Put consultative calling into script formats that work…
• Qualify business and consumer prospects so you're talking to the right people…
• Overcome objections and keep doors open…
• Stay motivated and focused calling new prospects every week for an entire year…
• Keep your pipeline full by making telemarketing a key leg of your marketing strategy…

Do all of this for the next 12 months. If you don't find yourself more motivated and more effective on the phone than ever before, simply contact us here at Horsesmouth. We'll rush you a complete, 100% refund when you return the materials. No questions asked. No hassles. And no hard feelings, either.

We can offer this generous guarantee because we're totally committed to helping advisors like you succeed, and we're completely confident you can be more effective with your telemarketing. That's our risk-free guarantee to you.

Don't Miss this Unique Opportunity

Most advisors need to have two or three marketing tools in use for greatest success.

If you're finding yourself challenged in the marketing arena, then I urge you to put The Art of Consultative Cold-Calling Program at the top of your marketing list this spring.

There's no opportunity like it specifically for advisors. With Shawn Greene's guidance and expertise, you'll learn to:

• Make calls that mesh perfectly with a professional, consultative approach.

• Connect with prospects and differentiate yourself. The result will be a marketing tool you use comfortably to help fill your pipeline.

• Partner the phone with networking, direct mail, and referrals; so you not only have far better results, you feel more relaxed at the same time.

The end result? You'll avoid all the deadly traps of running your own telemarketing and you'll discover a new found prospecting freedom and autonomy that you've never had before.

So, go ahead now and sign up for the program that will give you the Smart Calling insights you need to succeed.

Best,

Sean M. Bailey
Editor-in-Chief
Horsesmouth
21 West 38th Street, 14th Floor
New York, NY, 10018
(888) 336-6884 ext.1

Overcome Call Reluctance and Start Consultative Cold Calling Today!

P.S. Go ahead and sign up for Shawn Greene's program today and save 40% off the full-price. This discount won't last for long. So go ahead now and take the first step to launching a new, successful marketing campaign for your business.

FOR INSTANT SERVICE
Call Toll Free: 1-888-336-6884 ext 1

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