The word “cold call” strikes fears
in the minds of many. And to be honest, cold calling is not an easy task, even for seasoned sales people. Most sales people
who would prefer to follow up on leads instead. However, it is sometimes cold calling is the best method to build your business,
especially if you are a new establishment. There are only so many old business contacts which you can rely on. Here are a
few tips to make it a little easier.
The goal of cold calling
The goal of cold calling is not to close a sale but to make
an appointment. In many instances, it is relatively difficult to close a sale via the telephone on the first contact. Like
they say, first impression counts so remember to create a good impression with that first telephone call. Do not appear too
pushy as nothing irritates a person off more than a hard sell. The purpose of the call should be to see an appointment so
that the sales person will have the opportunity to make a sales pitch.
The gatekeepers are friends not foes.
Sometimes
it can be a challenge to get past the gatekeepers who are usually the receptionists and secretaries. It’s their job
to filter out the calls. It is therefore important to ensure that you win the gatekeepers over. Here are a few tips:
1.
Be polite
2. Learn their names
3. Ask for their help e.g. “I was wondering if you could help me.”
And once they’ve put you through, remember to thank
them.
Prepare
a good opening
A good opening statement should be one which interests the prospect. Here are some
of the things which should be included in your opening.
1. Greeting – e.g. Good morning, Ms ABC
2. Introduction
of yourself – e.g. This is XYZ from AAA company
3. Information about the prospect – e.g. I understand that
your company recently moved to a new premises
4. Product benefits – e.g. We specialize in fire insurance and have
been certified by YYY as the preferred company for fire insurance.
5. An opening to the sales pitch – e.g. I’d
like to ask a few questions to determine how some of our policies will be able to meet your needs.
As the opening should be tailored to the individual customers
and differ from customers to customers.
Prepare a framework
Prepare a list of FAQs. The FAQ should include the following:
1. Product / services benefits
2. Reason why the prospect should buy
3. Objections and your answers
Your FAQs should be constantly updated with new objections
and answers.
For those who are
still a little new to cold calling, it might be helpful to prepare a script to guide them along.
Make an appointment
Remember
to close with an appointment to meet up to future discuss the details. You should ensure that the specific date and time be
mentioned. For example, a “Would 10 am next Thursday be a good time to meet?” rather than a “Would you be
free next week to meet?”
Happy
cold calling!
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