Cold calling is an essential part of sales, and these are tips to help develop your skills. The goal always is to get through to the decision maker.
- DO YOUR RESEARCH
Before you call a prospect, check the company’s website, LinkedIn, Facebook and other social media to see what’s happening in the company and industry. Who are the competitors? Every piece of information helps you build a relationship from sounding knowledgeable about their business.
- GET PAST GATEKEEPERS
Techniques to get past the receptionists, administrative assistants and other staff who have been trained to filter out sales calls. You can get past the and through to your prospect without seeming pushy. Use your first name only and ask for the decision maker using his first name as if you have spoken with them before.
For example, morning it’s Tom from ABC company. Can I speak with Tony, Please.
These tactics are particularly useful if you are in the B2B sector.
- USE A SCRIPT
Be prepared. Here’s a standard script example:
“Hi! My name is ____ from _____. I am calling because we offer a solution that would help you increase the productivity of your employees. Is this a good time or can we schedule a better
time, and, in the meantime, I can send you some information to review first.’’
- SCHEDULE CALLS
Devote a specific time to cold calling, preferably early morning, 9:30 am to 11:30 am or late afternoon, 2:00 pm to 4:45 pm. These are proven to be the best times to get in direct contact with expectative and business owners. For residential calling, you can call anytime from 9:15 am to 8:45 pm. Note, best contact for residential calling will be between 6:30 pm, and 8:30 pm starting from Eastern to Pacific Time Zone.
- HUMANIZE YOUR PROSPECTS
If you sell to CEOs, business owners or other highly paced people, don’t be intimidated. There is no special setting for CEOs apart from rest of us; all decision makers are equal when presenting to.
- IDENTIFY YOUR PROSPECT’S GREATEST PAIN POINT
How does your product or service solve your prospects’ problems? What is the greatest challenge they experience when they hire your competitors?
- KNOW THEIR OBJECTIONS
Most of the prospects will have objections. You will rarely hear a “yes” right away. It is your job to know what your prospects’ objections will be in advance so you can respond in a way that is favourable to your products and services. Make a list of possible objections and your responses. Have it handy next to your sales script when you make your cold calls. If the prospect says your product is too expensive, show how the quality is superior to your competitor’s. If they say they already have someone providing your service, point to areas where you can improve their business. An initial “no” is just a gateway to a “yes”.
- DON’T SELL ON YOUR FIRST CALL
Use the research you gathered about the prospects to strike up a relationship. Talk about how your product can help with the new project their company is launching or how your product helped their competitor last year. Talk about anything relevant or interesting from the prospect’s viewpoint. Remember, in this initial contact, the prospect doesn’t care at all about your product or its many wonderful attributes.
- LEARN FROM OTHERS
If you work with others, seek out people you know who have succeeded at cold calling. Invite them to lunch or coffee. Learn their methods directly and borrow techniques that will work for you. You can also get learning from You Tube by search phone sales techniques.
- DON’T LET FEAR WIN
Don’t let (no’s) or clients’ rejections create fear. Focus on the positive points of every direct contact you presented to. Like an objection, it’s natural to feel fear during the call base on responses and tone of the client. However, by maintaining a positive and controlled tone with call control and professionalism, you discover that clients sometimes calls back after a few days or weeks.
by BLACS Team