Still think cold calling is a waste of time?
Meet people who talk about it all the time. But cold calls combined with the right strategies work. Cold calls can be one of the most effective ways to get to customers. That’s exactly the case at my company. In this article, I’ll share twelve simple steps to cold calling that work.
Step 1: Cold calls can’t hurt
The first step to effective cold calling is to realize that cold calls won’t hurt you. Managers are so afraid of rejection over the phone that they recoil when it comes to cold calls. To implement cold calling strategies, learn to take risks. This means you need to face your fears and realize that cold calling is not scary. It is important to realize that the customer cannot hurt you. The best way to deal with cold calls, turn them into a game. Don’t be nervous, take a risk, pick up the phone and start calling.
Step 2: Make cold calling a game
Cold calls are phone numbers. Learn not to be afraid of rejection. Call until you reach the right customer. The reason most people hate cold calling is because of the low success rate – about 1% or 2%. What that means. Sales newbies have to make 99 calls to get one scheduled client meeting. Make cold calling a game. If customers are rude on the phone, activate your game. Pretend it’s just a game. Relax and don’t be nervous.
Step 3: Warm up the customer
This is more of a tip for those with long sales and a big transaction check. The point is to warm up the contact as much as possible before you contact them on the phone. Then already the conversation on the phone will build most effectively. Customize the search campaign to your customers. A search campaign should be a complete process of 20 touches over several months. Send them emails, stop by to visit their office, understand how they work, who the decision maker is, what his or her name is. Once you’ve gathered all the information you need, phone contact will be easier. As technology advances, it’s harder and harder for managers to get their ass out of the warm chair and go into the “fields.” Now is the time of touching the customer. To sell a product, you need to touch the customer at least 7-8 times. This can be social media advertising, contextual advertising, email blasts, meetings. Be sure to warm up a cold client, get closer to him and already a cold call will not be so cold.
Step 4 Write a script for the conversation before you call the client
Now sales managers will say, “Why do I need a script, I don’t sound natural on the phone”. A script is 100% necessary for newbies in sales. It removes fear and gives the manager confidence in the conversation. It’s up to the discretion of the “mature” salespeople. But from experience I will say that if you sell different services, for example, as in my company it is participation in business events. Each training, speaker is different. And “old” managers can be lazy to look for information about the speaker, read his books. They begin to invent, exaggerate the merits of the speaker to sell, not knowing the true information, and just something can be overlooked and not tell the client. This is where the script comes in handy, which will not let you forget important details and save time in a conversation on the phone. Can you imagine if movies and TV series were shot without a script? How long it would take to make a movie. Appreciate the time.
Step 5: The first 7 seconds are very cold in a conversation
The first 7 seconds in a phone conversation sells us the next 25 seconds. Take the customer by surprise so that the customer enters the conversation with you. It’s like a meeting. If you don’t sell yourself in the first few seconds, you’ll never sell yourself later. Prepare for the first seven seconds by writing an opening statement. Get the client to focus on the conversation. Have the client ask themselves a few questions: “Should I talk to this person?”, “Do I know this person?”, “Should I send him or her away or is it better to have a conversation?”.
Step 6: The more you talk about yourself, the worse it is
The more managers talk about themselves or their company, the more they reduce their chances of making a sale to a customer. No one wants to hear how great you are, everyone wants to hear how great they are. Start by introducing yourself and talking about what you are calling for. Introduce yourself, state the purpose of the call, and then focus on the customer’s own concerns and goals. That’s what the customer cares about.
Step 7: Focus on the problems around you
During the call, one of the best ways to engage potential customers in conversation is to focus on the problems you see in the marketplace. This will show that you have your finger on the pulse and have the information. You show that you have real experience and you are not talking about yourself. You provide some real value around the key issues the client is facing. You are an expert, not just a sales manager. You increase your chances of engaging the customer in a conversation they really care about. And those are the chances of meeting and closing the deal.
Step 8: Engage the dialog
Customers need to be spoken to so that the conversation can be more meaningful. Don’t turn the call into a monologue with yourself. You talk about the customer’s problems and they don’t listen to you. Ask questions, have a conversation, it will bring you closer to realizing that the call was not in vain. Let’s say you say this, “Mr. Jason, right now I see that many companies in your market are facing the following problems: x, y and z “Ask an engagement question, “Mr. Jason, how does the market feel about your company?” “Is it for real?” This engages the customer in the conversation. The customer answers: “No.” Put it this way, “Yes, there’s no point in talking about the issues at all, the conversation doesn’t make sense. Before I hang up, can I ask you one last question?” And customers, in most cases, will answer, “Yes.” Say, “If there was one thing you could do with (something related to what you sell), what would it be?” Have him or her answer. Engage your customers to start talking.
Step 9: Explore what’s going on with the customer
Don’t go into monologue mode. When a customer says, “One of the problems we’re dealing with is this,” don’t immediately interrupt with the phrase, “Well, I have a solution for you!” Instead, say, “Tell me more about it.” Dig into what’s really going on for him. Ask questions about the problems the client is having. Make sure the customer understands the value of solving those problems. Find out, does the customer need your product? Will it solve his problems?
Step 10 Cold Calling: capturing the next step
This is the most important part of cold calling. You absolutely must capture the next step. If I ask the question, “What is the purpose of the call?” You’ll say, “To make a sale.” But that’s not true. Yes, the ultimate goal is to get a sale in the long run. But the short-term goal of a cold call is to get a clear next step planned. That means we need to make sure we capture that next step. Whether it’s a face-to-face meeting, a webinar, or a phone call, make a mark in your CRM or calendar for the next step.
Cold Call Step 11: Confirm the next step
When the appointment is agreed upon, send a confirmation email to the client, have the client add the appointment to their calendar. Mail programs like Outlook, Spark and others have this feature. Say, “Mr. Jason, can I give you some advice? How about we set up a meeting, I’ll come to your office and I can share with you some best practices on how our clients have solved these problems before. Would that be helpful to you?” If Mr. Jason says, “Sure, come on over,” you’ll respond, “Great, I’m sure the tips will help improve your company’s performance?” You can confirm the appointment by saying: “You are in front of your computer right now” Mr. Jason will say, “Yes, of course.” Say, “Great. I’m going to send you a calendar invite right now, confirm the appointment on your calendar so you don’t forget.” Confirm the next step.
Step 12: Don’t run away from the phone after every call
Only a high number of calls per day can lead to the desired results. Don’t get distracted by your coworkers’ entreaties to go for a smoke or coffee, focus on the goal. How many client meetings and arrangements did you make today? What will you say to yourself after the day’s work? Did you have a productive day?
Didn’t pass the secretary at one company, call another. This is the only way you can become more productive.
