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Cold-Calling Scripts and Techniques 
 
by Brian Thompson September 27, 2005

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 intimidating.

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.

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