Techniques for Improving Cold Sales Calls
Making Successful Calls That Generate New Business
Sep 17, 2009
Cold calls are often viewed as an intrusive practice which no one likes.These phone calls (or, “cold calls” in the sales vernacular) very often occur at inopportune times. Usually whatever the caller is selling is of no interest to the person answering the phone. This is what has contributed to giving cold calling a bad name and why so many of these outbound business initiatives fail to generate new business, never achieve a sale, and don't market a business successfully.
But every salesperson, marketing manager, telemarketer, and entrepreneur knows that cold calling is hard work and not much fun. Yet, since acquiring new customers is the lifeblood of any business, salespeople must make those calls. Those who are successful have learned to apply specific strategies that any dedicated salesperson, marketer, or business owner can learn. What follows is just a sampling of some guidelines for making better telephone sales calls and generating new business.
Prepare for the Call
Pre-call preparation is essential to success. This requires researching the prospect well in advance of picking of the phone to ensure that there is need and/or interest in the product or service being sold. Prepare a list of value propositions (reasons why the product or service is essential for the prospect to have) and a list of objections (all the possible barriers a prospect may erect to negate a sales pitch). Be ready to counter all objections with probing questions that get to the heart of the potential client’s needs.
Know What Time It Is
Before making a cold call, know the time zone in which the call is being placed. Understand that there are different considerations when calling an individual household as opposed to a small business or corporation. Don’t call when a family is likely to be in the middle of dinner or when children may be asleep. Don’t call on CEOs before they’ve had their coffee, or before they’ve checked email. Timing is crucial for successful cold calling.
Talk to the Right Person
Speaking of time, do not waste it by talking to the wrong person. When placing calls to a business, make certain that the person on the other end is someone who has purchasing authority or buying power. While a receptionist or assistant may be able to relay a call to the executive-in-charge, they are not the ones who will be signing the check or issuing the credit card purchase. Success in cold calling means saving the hard sell for the true decision-maker.
Get Permission to Speak Before Speaking
Telemarketers and salespeople should always demonstrate courtesy and be polite by requesting permission to speak before diving into a sales spiel. Begin a call by asking, “Is this a good time to talk?” If the cold call recipient responds by saying he does not have time, make a definite appointment for when it is more convenient for him. Once permission to speak is granted, the call has a greater chance for success because the prospect has agreed to listen.
Get to the Point Quickly
Being polite is, indeed, a valuable component of any successful call. But, many people have little time or patience for idle chit-chat, especially when it comes in the form of a cold call. Instead of feigning interest in how the prospect’s day is going, get to the point as soon as possible. Avoid discussing the product or service until after the potential buyers understand why the call is being made, how and why it is relevant and of value to them, and why they should listen.
Be an Active Listener
Successful salespeople are also good interviewers. They know what questions to ask and how to listen. Listening to the prospect during a cold call allows the seller to craft a message in direct response to what the prospect is saying. Uncover a customer’s needs by taking notes and reflecting on what is being said. Learn to talk less, listen more, and maintain the interest of the prospect by showing interest in his or her point of view.
In order to grow business and increase revenue, salespeople and marketers make cold calls all the time. The key to success is using smart techniques to make these calls effective.
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