Cold calling is the very
first lesson one gets in sales and for most of us who are into sales, we get so
tied up with the routine job that the revisit to the techniques come handy.
1) What is the Goal? We often forget why we make the cold calls and
confuse it with a chance to close a deal or generate a sale. But in reality cold
calling is to get appointment so that we can make a great sales pitch. It
is all about creating the right experience over a call for you and for the
prospect.
2) Research your markets
and prospects: Understand what
kind of target market works for your business, get the list of the
right audience. Adequate market research and information about the
decision makers in the organization, details of the kind of the industry the
organization is into, the kind of services it sells and any related news is
always helpful before we call the person. This comes as an easy tip to prepare
you before the call and know what to say so that we have the call aligned for a
meeting.
3) Greet and Connect with
the Prospect: A brief outline of what has to be spoken and
conveyed to the person also helps. Try and use lines like "Is
this a good time to talk?" or "How are you today?" in the framework
of the conversation so that you instantly connect with the person over the
call.
4) What should be in the
opening statement? The opening statement can be something that
strikes attention. A call would generally have a greeting and an introduction,
a reference point (something about the prospect), the benefits of your product
or service, and a transition to a question or dialogue and a request for
appointment so that the meeting can be scheduled.
5) Calling Script: The
calling script has it all – all the benefits of product or service and the
reasons why the prospect should buy. All possible objections and answers to
them. A script would primarily help you in having everything in the front for a
reference so nothing gets left out.
6) Ask for a specific
time: Being premise with the timing
further ensures the chances of getting the meeting fixed instead of letting it
lose for a next conversation.
7) Gatekeepers are allies
not foes: It is tough for many a sales
people to accept this but being pleasant to whoever picks up the
phone or is guarding the inner sanctum when cold calling brings no harm. One
must learn and develop strategies to get the gatekeeper to favor you. Because
at times it may so happen they would help you to get onto the first call, rest
is about how you take it. Learning the names of gatekeepers and being friendly
when calling also helps.
8) Cold calling in early
hours of the morning: Early morning working hours are the best
time to reach the decision maker directly because most people would be most
energized at that time.
9) Be persistent: Eighty
percent of new sales are made after the fifth contact, yet the majority of
sales people give up after the second call. Cold calling is all about
follow-ups and appointment setting with the prospect for a next level
discussion.
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