Have you ever noticed that some tasks can be intimidating, but if you have a step-by-step, proven process, and you practice the task, the fear goes away and the tasks become easy? Well, cold calling is one of those tasks that many people fear. However, it’s still a powerful way of building business. So, rather than make excuses not to do it, find out how to do it well and practice your cold call techniques until you’re confident. Below are some tips to help build your confidence and your success rates.
- Prepare Obsessively
- Open the Call Conversationally
- Get Attention
- Set a Clear Goal
- Ask Questions
- Are you generating enough leads to meet your sale force’s needs?
- Are your sales people happy with the quality of your leads?
- Do you currently have a lead nurturing program? If not, do you feel leads that are not ready to buy yet are being well utilized?
- Move the Sales Process Forward
“Success depends upon previous preparation, and without such preparation there is sure to be failure.”—Confucius
To conduct a successful cold call, you must first break the ice, and this takes preparation. It starts with researching the customer or prospect you’re calling, including their industry and market. This investigation helps you to assess their potential problems and determine how you might be able to help them with your product or service.
After the initial research, you should prepare a brief introduction of your company, in terms of how it can help person you’re calling. Also, create some questions that enable you to assess the prospect’s situation, problems and the implications of the issues they’re facing.
You’re a real person calling another real person. So, you don’t want your opening to sound like a robocall. Starting with a simple “Good morning Mr. Brown. How are you?” makes for a relaxed opening.
Let’s face it, there are often remarkable similarities between your company’s and your competitors’ offerings. So how do you differentiate your company and get attention? Statistics and storytelling are key to engagement and credibility. Provide the facts about problems your company has solved. It can surprise your audience, incite curiosity and spur conversation, especially if you use a story closely related to the problem your prospect faces.
So, know your company’s case studies inside out so you can naturally weave them into the conversation. However, while you do this, make sure you tailor the stories you tell to your prospect’s needs.
Goals are your landmarks on the roadmap to success. If you know the landmarks along the way, you’re much more likely to reach your destination. So, set a realistic goal for your call and make sure the focus is on helping the prospect. For example, make it a goal to learn about your prospect’s problems and develop a plan for the next step in helping them to solve the issues they’re facing. This step might be sending them a white paper and following up with a scheduled phone call. If you approach your goals in this prospect-friendly way, you’re more likely to be successful in the long term than if you focus on sales alone.
To solve a problem, you have to ask questions that enable you to define the issue and determine the best approach. For example, as a company that offers lead generation services, we want to understand the difficulties our prospects have with generating leads. We might ask:
If you aim your questions at helping the prospect and developing a solution, you will find it easier to develop a relationship with them that could eventually lead to a sale.
For most of the sales people, moving the sales process to the next phase of the sale is difficult. Again, since it’s all about the prospect, you can’t be pushy about the next steps. But since you’ve already outlined the problem and have the prospect’s attention, you can now move seamlessly into the solution. Clearly state the benefits of solving the problem, and how your product or solution can help. In other words, you’re demonstrating how the solution is crucial to your prospect’s job.
Once he understands that you’re helping to make him and his business more successful, ask which day and time are best for your next teleconference or for a salesperson to meet with him.
For a free consultation on how to use business-to-business telemarketing to boost your sales, call us now at +1 718-709-0900 (Americas) / +39 06-978446-60 (EMEA).