Cold Calling Made Easy
Cold Calling Made Easy
In my over ten years of sales and marketing work with small companies, many have asked me: “Does cold calling really work?” They would be suspicious of being afraid of making a phone call, either for fear of rejection or simply for fear of making the call. They had questions like, “I hate the feeling of being sold, so I want to learn to work less like a salesman.” “What is the main purpose of Cold Calling anyway?” “Is it to get the name of the decision maker or make an appointment?” “Do you recommend calls, personal visits, or sending literature first?” “How often should I try to contact a person?”
First of all, I would like to mention that you need to make sure that a list of names or potential customers or people you call is not listed on the “Do Not Call” list, otherwise you might be in great trouble. Go to donotcall.gov for more information or to register as a consumer or telemarketer.
I did a bit of research online before I sat down to write this, and I just found a lot of information about cold calls and sales (as I had guessed). I thought I would find a simple 10-step process that I could shoot back at you, that summarizes everything, but no such luck. I’ve found many sites claiming to have the best secrets for calling, some sites claiming that calls just do not work anymore, some sites with lots of articles on the subject, and some sites that sell all sorts of books and magazines CDs, how to improve your skills. You know that I will always recommend reading books or listening to CDs on specific topics to make your job better. In this case, it may not necessarily be books about cold calling but SALES. Knowing good sales strategies and closing techniques can be very helpful in cold acquiring as you learn to react faster and respond better to objections or negative answers.
Is there anyone out there who really uses cold calling as the main producer? On this day of relationship selling, I can not even imagine calling cold in my shop. In fact, all the telemarketing calls I receive at home are either mortgage companies (by far the number one) who want to offer me a free credit comparison analysis, telephone companies trying to get me to change, or credit card companies who sign me up move or transfer funds to their card.
There are, of course, certain ways in which this could be good, for example, if the mortgage company knew I had a high-yield loan of over 8% (I’m glad I do not do that, but you understand it) and my name is At their title company, they could possibly tempt me with a tariff of 4.5 or even 6% over the phone, which is enough to justify the free analysis.
Anyone who calls me, however, can not beat my current quota, which says he did not do his homework to narrow down his target list. In return, they waste hours of their time calling people like me. Why would not they just get a list of prospects that REALLY have high odds, those that would be easier prospects? I would.
Then the example of the mortgage bank. People do not have much time these days and I would dare to suppose that most do not like to receive telemarketing calls, especially those who do not get to the point of the call. You know the … they say hello, Mrs. Saallla (of course I can not pronounce my name and trip over it a few times); I say “Hello, it’s Sawa”. Then they ask, “How are you tonight?” and I say, “Is it really important, what do you want?” (Yes, I know, sometimes I’m tough). Then they say, Ms. Saallla (again), let me say why I’m calling … (Until then it’s too late, I’m done with them). You know what I mean?
Develop a good script to grab attention and pinpoint the point in the first sentence or first question. Practice your script to friends and colleagues, play a role. When you start using it, try it on the coldest cables you do not have. Save them when you have more practice, or you can take advantage of some great opportunities.
The question I ask you is who your target audience is. Will they be receptive to cold calling? If not, you may want to find another way to reach them – most likely there are many other ways to market your target market. When you call the consumer, you need a very different script than when you call a business owner – there are many factors involved, such as: B. the “gatekeeper” (receptionist) or children, answering machine, etc. a message or not? I say you have already spent the time to make the call and wait for the device. You can also leave a clear, concise and well-structured message. If you call back a few days later then this is a WARM call.
So call first, write a letter first or send an e-mail? It depends on your industry and your target market, which areas are the most receptive or how long your sales process takes (the higher cost of your product or service can justify a longer sales process). Normally, I suggest you send a letter or e-mail if you have the e-mail first, and if you call then this is not a cold call, but a follow-up call to the letter or e-mail. This eliminates the “cold call”. Of course it is not that easy. You may need to send two letters, one booklet, and four times an email with attachments or links to your website. You need to call at least six times and leave three or four messages before you even give up thinking (in an aggressive industry where there is a lot of competition, you want to be persistent). Many people value perseverance as a good thing to have, not as annoying or harmful, but a confident salesman who persists in his perspective can be respected, and it makes you look more reliable and reliable.
The following sites are sites I’ve found (I do not know them all) that may be helpful. Some websites have e-mail newsletters that you can subscribe to. Whenever you are constantly reminded of a topic where you are weaker, suggestions, tips, etc., this can only make you stronger in this topic.
1. coldcalling.com – Newsletter and Book Proposals
2. briantracy.com – sales guru
3. nevercoldcall.com – another option?
4. gitomer.com – sales guru
5. eyesonsales.com – many articles on the topic
6. wendyweiss.com – some good free reports
7. leads-intogold.com – Article about why not call coldly
To be honest, I would find other ways to promote your business and generate leads instead of wasting your time on the phone. If you’re a good seller and a real expert in your field, you might get a bit desperate when making a call. I do not want to insult anyone out there who calls coldly. I did it; I even made door-to-door sales! I find that I am more effective in front of people, personally, and most of the time they have to see me a few times (build relationships) before even thinking about talking to me about their marketing needs. You can not build that kind of relationship over the phone, not with a phone call or 20 calls. Good luck and let me know what you think of what I said here. I would be interested to know what works for you and what you have tried.