Let’s be honest: cold-calling is not fun. Even worse, most salespeople know
that they will have to do it, but still try to avoid it at all costs. The main
reason, of course, is that even the most seasoned salesperson does not like
being yelled at call after call for simply asking a person for an appointment.
This article will give you some techniques for what to say and also how to
track your progress. Once you begin to see how many calls it takes to get a
sale, cold-calling can at least become more predictable—and a little less
Before You Begin
Before you begin to make cold-calls, set-up appointments, and make the big
sales, you need the correct materials to do the job.
One of the materials that you really need is a telephone headset. Using a
headset when you cold-call—or even just return phone calls—allows you to sit up
straight, walk around, and sound more alive. Holding a phone to your ear, on
the other hand, makes you sound tired, lowers your voice, and takes control
away from you.
When you cold-call, you should stand-up and even walk around your desk. This
will increase your energy and give you the desire to continue cold-calling.
Remember: sales are not a spectator sport!
What Is the Purpose
Cold-calling is probably the one task that sales people hate to do. The main
reason that cold-calling is a chore for so many sales people is that they do
not have a plan. Like so many other things, cold-calling can become easy if you
have the right plan.
In this case, the right plan is a script that not only will easily allow you
to introduce yourself and the company, but to also overcome objection.
When you call upon a potential client, your script should do five things:
--Get the person’s attention
--Identify yourself and the company
--Give a reason for the call
--Allow the potential client to respond
--Set an appointment.
When you call upon a potential client, you want to be the person in charge
of the situation. You want to speak in a clear tone. You also want to speak to
the potential client—not at him or her.
In addition, do not be afraid to ask the potential client to visit with you
at a certain time. If you ask the person when would be convenient for him or
her to meet with you, they will say never. Instead, ask the individual if
Tuesday at 1:00 p.m. is a good time.
Then, you have given a specific option and make it harder to say no.
Finally, remember that the point of a cold-call is to set an
appointment—nothing more. If you are spending more than a couple of minutes on
any particular call, then you need to set the appointment. Apparently the
person on the phone is interested enough to talk to you.