Here are some common sense "do's and don'ts" to help you get more quality appointments on cold calls:
We all know of the general public's oft-quoted distaste of "snake-oil" salesmen, and we don't want ourselves associated with "the pushy geek on the phone who won't leave me alone when I just want to watch ER" There are several things you can do to take the "chill" out of prospect calls. Here are some common sense "do's and don'ts" to help you set more quality appointments on such calls: 1. Get "clued-up" first The more you know about your prospect before placing a prospect call and speaking with him, the better your chances of an appointment. It will help you prepare a more customised opening and better questions, plus it impresses the prospect. Conversely, if you have to ask, "Uh, what do you do there?" you're labelled as a time-wasting, self-interested peddler. So do your research thoroughly first before making any calls at all. If you're calling up a business, work with anyone who answers the phone and ask questions. It can help to target someone other than your primary target at first - I've often had success by going through a PA, or a company librarian, i.e, people who are used to answering questions. Ask them things like: "I hope you can help me. First, I'm looking for the name of the person there who ........." then, when they give you the name, back it up with: "Thank you. So I'm better prepared when I speak with him, there's probably some information you can help me with, first......." This way you should be able to get a lot of your "knowledge-gathering" questions answered by people other than the person you are ultimately going to target. This also has the effect of making you more confident on the call to the "decision-maker" - after all, you already know something about the person you're calling. Psychologically, this makes it seem less of a "cold" call. 2. Don't send information before the prospect call Starting out a prospect call with, "I sent you a letter, did you get it?" rarely elicits a response like, "Oh, yeah. I want to meet with you!" People treat EVERYBODY'S sales material the same....it is considered junk mail and is binned, often before even getting opened. It is best to offer to back up your call with information, not the other way round. 3. Don't expect a result. Prospect calling for appointments is a quality game. Approach each with a professional attitude, and hope for a result but don't push if there's too much resistance. And don't burn through the list of prospects as fast as you can with the expectancy that your number will be drawn eventually. 4. Don't ask for a decision early in the call. People are resistant when faced with decisions before they see any what they'll get in return.. Also avoid the equally inane question, "If I could show you a way to ......, you would, wouldn't you?" No one likes to be "techniqued." Always remember, the the only way they'll consider investing time with you is if you can show that you're going to help them in some way. 5. Do have an interest-creating opening in your call. Here's one you might be able to adapt: "Ms. M. Oney, I'm with . We deal in.........(sell your speciality, highlighting how it will improve your customer's business/life/prospects).and end the build up with "I'd like to ask a few questions to see if you'd like more information." 6. Do ask questions on the call. You can make your customer curious and pre-sell him on what you'll speak about when you arrive. For example: "Based on what you told me, it looks like you could show quite a significant saving with our product. The best thing to do would be for us to get together so I can ask a few more questions and show you some of our options to see if we have a fit. How about next week?" Then narrow down a convenient time for both of you. 7. Do make a confirmation call after the call. Some prospects might cancel, but it's a risk you have to take... you need to know you won't be wasting your time in turning up, and it reinforces their memory of the original call 8. Don't give up And don't let a "no" get you down. The last call has nothing to do with the next unless you let negative feelings affect your attitude. Talking to people generates income, but avoiding the phone, stuffing envelopes and walking around do not. Set a secondary objective, one you can accomplish on every call, such as simply qualifying someone as a prospect or not, so you can have a success of sorts on every call. All of the items above will help you once you're actually on the phone, but getting to the phone and actually picking it up can be just as difficult. You have to develop the mindset that what you are selling is of benefit to the people you're selling too....so much of benefit that they really have to know about it,... and you're just the person to tell them. When I was starting I wrote up a script, and tried it out, first on myself in the mirror, then on my family, then on friends, always asking for feedback, and refining it as I went along. You get used to saying the words, and it becomes a lot more fluent and less embarrassing. Most of the advice I've given here is equally applicable to direct mailing. The trouble with direct mailing from a salesman's point of view is that it is impersonal, and you know that 99.9% of it is going straight in the bin. But it is easier than prospect calling, and that's why it is used in a lot of cases. Personally I always had much more success on the phone, and the techniques listed above actually work. I should know - I was too shy to speak to anybody when I started, but these notes helped a lot. If you develop the right mindset, and remember that your prospects are real people with real lives and treat them professionally and courteously, you are already more than halfway there.
How To Take The Chill Out Of Cold Calls
