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Is there a better way than cold calling?

The first thing we have to do is understand is what we mean by cold calling. For some it’s clear. ‘Banging the phones’ Trawling through a list of names and addresses and working on the law of averages that says a small percentage will show an interest. For raw field salespeople it’s their biggest nightmare. Driving round calling unannounced on people rarely gives you an immediate payback. 

Both these methods usually indicate a business that does not have a defined business plan or sales and marketing strategy. Simply, they did not ‘know’ their target customer.  In many cases, the first time they try to profile the ‘prospect’ is when they contact them. It’s rare you get a second chance. 

Raw cold calling is time consuming, expensive and invariably produces negative reaction.

Why?  

A number of reasons. Firstly, you are an interruption to their working day. It’s rarely going to be convenient to accept your call or see you unannounced. They are busy people (if not, do you really want to deal with them?)  

It can also be soul destroying for the caller. Rejection after rejection will soon turn an energetic tele-sales person into someone who simply ends up ‘going through the motions’ mainly to satisfy the (usually unrealistic) set call targets.  

Does cold calling ever work? 

Of course. There are many hugely successful businesses that rely almost solely on ‘cold calling’ It works like magic when you are offering something that is in real demand and cannot be obtained by any other method. An invitation to view, a discount here and now, a unique product or service that is truly wanted by the Prospect.  

However, equally there are lots of Organisations that create such a negative reaction that their name and offering becomes severely tarnished with the customer or client. (I am sure you can name your own) 

So how can you improve your cold calling results? 

Start with defining your perfect customer profile. Select the key criteria (usually limited to 3 or 4 key points) for determining the difference between a Suspect and a Prospect and then - and only then - should you think about contacting the potential customer.  

So why am I calling them?  

It’s certainly not to sell (unless it’s the red hot product we mentioned earlier), the key to successful cold calling is asking questions. If you act like a sales person (whether on the phone or face to face) you will almost certainly be rejected. Remember you are interrupting their flow of work so unless they are expecting your call or you offering something that is ‘red hot’ then you are likely to be given ‘short shrift’ 

Before you start. Have very clear objectives.  

What do I expect to achieve from making this call.  

Remember:  

1. Asking for help will usually create a willingness to listen to what you have to say. 
2. Do it with a smile in your voice. People will respond to your  ‘verbal body language’  
3. It’s highly improbable you will find someone who was just waiting for your call and is, therefore, in a position to say yes (unless it’s the red hot offer) 

So what can you do that will help eliminate the call rejection? 

Be very clear about the purpose of the call. Your primary objective should be to clearly qualify your Prospects (based on the key criteria you identified earlier) Asking questions that cannot be obtained by any other method (anyone who phones me and asks what I do is immediately cut short  - it’s all there on our web site) is the key.   

Remember, the goal of cold calling is to qualify your Prospect and eliminate Suspects. 

Ask for help before asking a question will usually convert the most awkward of Prospects. ‘I notice you specialise in producing xxxxxx I wonder if I could ask you one question that will help me better understand ……’  It’s all in the way you approach the Prospect and how you use questioning to obtain the information you need. 

Remember, your goal is to find out how your product or service can best fit the Prospect's actual or perceived needs. The needs – leading to wants – established at this stage help you link your products or services to the customer's requirements. 

The definition of successful cold calling is when you are able to define and identify your primary Prospect. Cold calling can only be considered a successful strategy to follow if there is good collection of likely Prospects in your pool of Suspects. 

When you make that call, you need to be on a fact finding mission not a selling mission. Lead with questions rather than a sales pitch. Introduce yourself and the Company and then explain why you are calling. Your goal is to qualify your Prospect. You are not there to sell on the spot.  

Fact finding by using a combination of open and closed questions. ‘tell me how you feel about the fact that we could save you time and money’ (open) ‘is that something that would be of interest to you?’ (closed) is important because, not only does it establish specific business needs, but also demonstrates to the Prospect that you have a genuine interest in them.

This means that your approach needs to be more of a conversation, Make it interesting, relevant and friendly and ensure you involve the Prospect at all stages. They will not embrace you if you are pushy, arrogant or not listenening. They will turn on to you more if you talk more about them than you do about yourself.  

Use cold calling fact finding for new clients to clarify the information you glean off the Internet or Trade directories but also to update information relating to existing clients. Things change very quickly nowadays, so it’s always a good idea to ‘Keep in Touch’ (KIT) 

Use current technology such as the Internet, social networking sites and referrals and recommendation to identify viable Prospects before you contact them. Create a sales and marketing strategy based on warming up Prospects before making that call. Use a combination of e-mail, direct mail, networking and PR to make sure the Prospects are aware of you before you call – rather than during – and turn cold calling into warm Prospecting. 

Remember, the more you know about a Prospect the better you will understand their needs. You will then be able to match their needs with your offer. Know how your product or service will benefit them and make sure you get that across in a succinct easy to understand way. 

Here are a few tips to help you on your way. 

Rather than using a script,produce a cue card system -where you write down all the things  

that need to be included in the sales presentation. This flexible approach encourages you to listen attentively to what the Prospect is telling you enabling you to respond on an on going basis.  

Planning: 

1. Have a full understanding of the features and benefits of your product or service (remember, it’s the benefits that people buy) 
2. Know as much as you can about your Prospect. (Face book is a good source) 
3. Have a clear understanding as to the purpose of your call 
4. Get as excited as you can about the ‘offer’  Convert it into a red hot offer 

Writing your ‘script’ 

1. Don’t ponder over ideas. Write as you think 
2. Be direct. Don’t use ‘perhaps’ ‘maybe’ ‘possibly’  
3. Use your own words – be natural 
4. Avoid jargon – that you are familiar with but they aren’t 
5. Find unusual and new ways of saying the ‘same old same old’ 
6. Make it sound like a conversation not as though you are reading from a brochure 

Get the Prospect involved 

1. Make the Prospect want to talk with you. 
2. Give them ideas on how they can use your product or service to maximum benefit
3. Ask questions about what he / she is using now and how successful it is 
4. Ask open ended questions (start with 5 W’s and H) 
5. Encourage them to say no. Let them raise a (false) objection so you can respond and alleviate it. Let them do the buying rather than you doing the selling.
6. Make sure you know what to say next when they say yes / no 

© David Watkins