WHITE PAPER – COLD CALLINGFebruary 26, 2010
SIX TOP TIPS FOR COLD CALLING
1. JUST DO IT
Set aside specific time for cold calling when you do nothing else at least once or twice a week for 2 hours in peace and quiet and on your own.
Remove all distractions email alert and blackberry off, voicemail on, tell your co-workers it's your cold calling session and can they leave you alone and take messages you do not want interruptions
Have a well prepared list printed out or in a list format on your PC do not try and work from CRM / database systems, Do the research about who is the decision maker before you make the sales call not on the call.
You want to create an environment where you can "get into a rhythm".
2. ONLY SPEAK TO THE DECISION MAKER
When speaking to the operator or PA use words, phrases and voice tone that makes it sound as if your call is expected and the decision maker knows you.
Establish if the decision maker is even there if not get off the telephone if you leave a message the decision maker will know to have future calls blocked.
Politely ask to be connected try not to discuss the reason for the call with anyone but the decision maker.
3. OPEN WITH A BENEFIT STATEMENT
Always use the decision maker's name first, explain why you are calling in a way that is "what's in it for them" (benefit statement) not "what's in it for you or your company".
Tie your benefit statement to a specific business issue or problem you know they will have and that you can address.
After your benefit statement, explain why you are calling to make an appointment, to see if they if they have a need, to make a pitch and get an order tell them don't be afraid.
4. DON'T FORGET TO ASK FOR THE "ORDER"
Once you have asked your questions and made the pitch ask for the order, don't leave the dialogue hanging with no conclusion.
If you are telephoning for a meeting give them your reason to be seen (the benefit statement) give them two times you are available and ask for the meeting.
5. BE PREPARED WITH ANSWERS TO OBJECTIONS
Be prepared. Work out answers to possible objections in advance.
Answer the objection and then don't forget to ask for the order or appointment again.
6. DON'T BEAT YOURSELF UP YOU CANNOT WIN THEM ALL
You don't get what you want on every call know when to quit and move to the next call.
Thank them for taking your call, send a thank you email and call them again in a couple of months!