Cold calling has to be
one of the most dreaded ways to gain new clients/customers so that is why I am
coving it first in this new mini-series.
When it comes to cold calling, there are a few questions
that go through people’s heads that are more for procrastination purpose than
actually answering the questions; “What is cold-calling?” “ Is it
beneficial to my sales?” Cold calling (or canvassing as it is commonly known
as) refers to the first meaningful calls you make to a prospective client for
the purpose of marketing yourself, business, product or service and how it could
benefit them. If used properly and effectively, the cold calling technique can
be very beneficial and gain you quite a bit of future business.
Having the best
cold-calling techniques serves as an added advantage to your business in that it
allows you to improve other aspects that will serve your business in a positive
sense such as developed communication skills.
Notably, the basic
principles of cold calling as they relate to communication are among the main
characteristics mentioned by most prominent entrepreneurs. The fact that cold
calling creates a focus on initiative, addressing one’s fears and action is a
recipe for successful sales hence the
importance of employing cold calling strategies while promoting your product
brand and aiming for higher sales in mind with each call.
The need for cold calling strategies
Today's modern world is
characterized by increased dependency to online marketing, social media
marketing, email marketing and content marketing. Cold calling should be seen as
an opportunity to generate new leads and contacts and a viable process in which
to promote your product brand and increasing sales. Cold calling may seem like
an ancient marketing strategy, but, though this is factual to an extent, it is
also a tried and true method by which people have been making a name for
themselves for decades.
Besides the fact that
successful entrepreneurs were able to successfully nurtured their business
skills long before the internet by employing basic principles of this marketing
strategy, cold calling plan kits have been introduced making product brand
promotions easy and general sales even easier. Cold calling marketing strategies
kits are all-inclusive and will always positively impact your sales considering
the fact that it comprises of:
• Detailed tips and
techniques geared towards effective telephone pitches and additional win/win
business opportunities that benefit everyone.
• A number of secrets
to cold calling success that experts from the different fields implement on a
daily basis.
• Examples of actual
cold calling scripts that have helped secure appointments even with high
profiled prospective buyers.
• Sample checklists
and worksheets that can help you come up with your own personal cold script
(which I recommend that you have your own that way it is geared toward your
specific business).
• Tutorials on how to
leverage voicemails to get prospective clients to call you back.
How
does cold calling strategies affect your sales?
Normally as a sale's person you serve as a link between
the customer and the supplier / source.
What this means in a
nutshell is that you are the one who is influencing the leveraging products and
services. With this task in mind, it becomes apparent as to why cold calling
strategies comes can help you establish some key fundamentals when it comes to
linking suppliers with customers.
At this point, I hope
that I have given you a strong indication as to why cold calling strategies make
it relatively easier for you not only to interpret and predict sales
opportunities but also to control your market. Using cold-calling strategies for
your sales intentions places you in the best position to control the
relationship and cooperation between customers and suppliers.
It is crucial, as you
work toward meeting your set sales goals, that you choose to implement
cold-calling strategies focusing on more pertinent matters such as your target
market place including your competitors and all the threats your sales are faced
with.
Successful
cold calling strategies for online and offline marketing
As an entrepreneur, to make cold calling strategies
effectively work for you, it is advisable that you use the following basic
standards in creating a cold calling strategies kit:
1.
Preparation:
Before you call a prospective client it is vitally
important for you to plan in advance, set your objectives right from the start
and most importantly choose the best time to call you prospect as outlined
below:
A)
Pre-call planning:
According to research, a pre-call plan stands out
as one of the main fundamentals when it comes to making a positive conversation
with a prospective client. When prepping to make a cold call, it is crucial that
you collect pieces of information about your prospect that will help you not
only effectively introduce yourself but also professionally raise your business
intentions in a manner that grabs the attention of the prospective client. It is
during your discussion with such clients that you bring in the specific details
of what you are proposing to assist them with in a way that they can directly
relate it to their business. This helps you give a precise account of your
company's' overall goals regarding business as you will be talking of specific
features your product brand or service can provide to them. As Zig Ziglar always
said, “You’ll get everything out of life that you want if you just help
enough other people get what they want.”
Prior to calling your prospect, research for enough
insights about your prospect’s business. To do so and to inject some of these
facts into the conversation will impress the prospect and thus gain more
interest from them. It's all up to you.
B) Setting an objective
Apart from the pre-call planning, cold calling
strategies for offline marketing also requires you to have set objectives for
the direction that you want the cold-call to go, and to have those objectives
expressed clearly in writing prior to making that important call. Why is this
relevant? Because the main aim for making this call is to set up a meeting and
not necessarily to promote your product brand or services. Having a set of
objectives, serves as a gateway, which allows you to bring in a possible
business meeting to discuss the details of your proposals.
Remember your
goal is to establish meeting with your prospect client and should you deviate
from this by giving out too much unnecessary information up front, your prospect
is likely to see you as being “salesy” and turn you down before you even
have the chance of demonstrating
the true value of your products or services. Consider your call to a prospective
client as an opportunity to build more clout and develop a potential
sales opportunity and introduce yourself as the best contact to consult in case
of a situation change instead of “buy from me now” attitude.
C) Choosing the best
time to Call
Besides choosing to call your prospect at a time
when you are prepared, well rested and ready for the call, it is extremely
urgent that your timing be done perfectly; calling your prospective at a time
you are certain he is not only available but also free to talk. Reason being
chances are if your approach is agreeable; the call will most certainly be
characterized by a lot of explaining and discussions before you finally settle
on a meeting date. In other words, it would be more of a delightful conversation
rather than one or the other trying to rush the call along. It is pointless to
call up a client during extreme hours. Consequently, it is recommended that
prospective clients not be contacted first thing in the morning, right before or
immediately after lunch and not right before close of the business day as well
as toward the end of the week is better. During such times, people are usually
relaxed and in extremely pleasant moods.
2.
Introduction
When
introducing yourself and your business, try as much as possible to be relevant.
Go straight to the point stating who you are, what you represent, the purpose of
your call and the reason for the meeting request at a later date or another time
depending on the availability of your client. At this point, you are free to
explain the details of your offer, taking care not to go into details.
3.
Ask questions
The course of your talk, it is healthy that you engage
your client in a brief question and answering session to allow him to enlighten
you on his situation. At this point, you will likely have a clearer picture on
how best to approach so as to earn a more complete trust as well as being able
to predict how he/she prefers to get work done which will give you a direction
in how to make the meeting go most effectively. If the prospect is a story
teller, then jumping right to the point with facts and figures won’t impress
them, however, the prospect who is naturally impatient and likes to get to the
straight facts, will be irritated if you go into testimonials and anecdotes.
4.
Do not judge
Avoid taking sides especially when dealing with your
customers; make sure you remain fair and neutral considering that most people
prefer being helped to being judged and critiqued. In fact, providing help and
offering guidance is the best choice regardless of your field of specialty, It
is essential to consider this as it will help you come up with informed
decisions that appeal most. Never get into what they are doing wrong, or could
do better. Concentrate on how you can help them improve what they already have
going.
5.
Respond to customer inquiries
Take it upon yourself to listen to any inquiries that the
prospect has and be willing to give an answer. If the answering the question is
something that would be discussed in the meeting, then give a simplistic answer
that doesn’t get into too many details and explain how you have full intention
to go over that very question in detail at the meeting. Think of any and every
question that could possibly be asked and have a prepared answer in advance so
as not to have any dead space in the conversation. If the prospect feels that
you are grasping for the information, then he/she might feel that you are not
prepared, whereas on the adverse, a quick, well spoken answer could give the
prospect the view that you are an authority on the topic.
6.
Educate and inform your markets about your offers.
As a professional
entrepreneur who understands the significance of an established offline customer
base, make it one of your duties to reach out to your market audiences through
both formal and informal venues of multimedia. Even if you don’t get the
meeting, try to acquire permission to send them more information. Go with the
attitude that if you can’t help them now, you may be able to in the future and
express to the prospect that if they ever need your services in the future not
to hesitate in contacting you.
They say information is
power, so make sure that you never leave a cold call without having the prospect
feeling that they are more informed without it costing them anything…and a
future meeting to discuss a business venture wouldn’t be bad either.
Let me know your
thoughts on cold calling, does this help you? What are some techniques that you
use when it comes to cold calling?