Do you hear the ominous music in the background when someone mentions the dreaded words: COLD CALLING? The idea of calling up one stranger after another to make a sales pitch can be an intimidating one. It doesn't have to be a traumatic experience! It's time to change the way you think about cold calling.
Mistake #1: Cold calling is about making the sale.
Don't look at cold calling as a do or die, 'you-must-make-the-sale' activity. Cold calling is about getting the CHANCE to make a sale. You want to establish a rapport with your potential customer and then set up an appointment to make your actual sales pitch.
Mistake #2: Cold calling is a success or a failure the first time out.
Statistically speaking, it takes the average customer FIVE points of contact before they actually make a purchase. If you only call once, you're giving up too easily. If you send only one mailing, you're giving up too easily.
Mistake #3: Hurry hurry hurry.
Even if you've made the same call fifty times already, the person on the other end is only hearing the information for the first time. SLOW DOWN. Speak clearly. Enunciate. If the person on the other end of the line can't understand you, what is the point of even calling?
Mistake #4: Giving the person a chance to end the call.
"How are you today?" A natural question if you're calling a friend. A bad question if you're calling a potential customer -- you've just made it easy for them to say "Very busy" and hang up. Donít ask if "this is a good time to talk" because you've just made it very easy to say no.
Mistake #5: Just pick out a number and go for it.
A little research will make your cold calling MUCH less traumatic. Know who you're calling, what they do, and where they are. Take the time to learn a little bit about the business or person you are calling -- you want your call to focus on THEM and how you can help them with your product or service.
Mistake #6: Just read the script.
A script is good for making sure you hit all the important points. A script is bad because it gets very easy to rush through it unintelligibly. Bullet points are better -- you'll have all the information at your fingertips, and you can talk about it naturally.
Your success in cold calling depends largely on your attitude. If you hate making calls, it's going to show.
A few more quick tips for cold calling success:
1. Smile! It adds warmth and changes the tone of your voice on the phone.
2. Ask for an appointment at a specific time, rather than a general time. "Would tomorrow afternoon be a good time to stop by?" is better than "Can I stop by next week?"
3. Be nice to everyone you talk to -- the person who answers the phone may or may not be the person you actually need to talk to.
4. Try sending a unique promotional item out before you call. Something really unusual will make people remember you. Just be sure to mention that YOU sent it when you call.
5. Try to do your calling early in the morning, rather than late in the day. Most people don't like being disturbed after a long, hard day at work.
6. Try to avoid calling during mealtimes. Most people don't like being disturbed at the dinner table.
'Everything You Need to Know About Cold Calling' was brought to you by Advance Printing and Signs Pty Ltd...A true "one stop" PRINTING & SIGNAGE supplier. Want to save TIME, MONEY & STRESS on all your printing needs? Contact us on 02 9749 1966 at 38 Railway Street, Lidcombe, Sydney, NSW Australia 2141
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