Cold calling can be intimidating, frustrating, and uncomfortable. It is important to remember that you aren’t trying to make a sale via this first cold call – your only objective on a cold call is to schedule an appointment. Never attempt to sell at this stage. The purpose of the initial call is to set up a time for the prospect to hear your presentation. Then when you have that official presentation, you can begin the sales process. It is important to remember that this cold call is your chance to make a great first impression with your prospect – and without it, you may not get the follow up appointment that you need. Below are some tips to make the cold calling process easier and more productive.
- Research, research, and more research. Know the decision maker’s information and how you obtained the lead. Never call a prospect without knowing his or her name in advance. Also make sure that you know enough about their company to be confident in your ability to help them. Research the best time to contact your prospects – this can help you ensure that your call will be answered and that the prospect will give you the proper amount of time and attention.
- Assume control of the conversation but remain polite and friendly. Practicing a script of sorts can be helpful with this as it allows you to have specific talking points and plans for redirecting the conversation where you want it to go.
- Speak with conviction. You have to believe that you and your company can help your customer. Be well prepared with answers to common questions and objections. Make sure that your tone of voice is confident, friendly, and engaging.
- Focus on your call. Many people are reluctant to dedicate the proper amount of time to cold calling, but setting aside time to practice what you will say on the call, and then designating distraction-free time for the calls themselves is a great way to improve your success with cold calling.
- Keep your goal in mind. The cold call is an unavoidable part of the sales process, but it is also a crucial tool for getting an appointment with a qualified prospect that will lead to a sale. When you are making calls, set goals for yourself for how many calls you’ll make in that time frame. Remember how this task contributes to your overall goals for the day, week, or year and use it to motivate you on each call.
It’s a matter of how you see and carry yourself. You must always keep in mind that your objective is not to leave the decision in the hands of a third party screening the prospects’ calls. Your prospect’s decision on who they trust to ship their goods is one of the most important decisions they make. Be persistent. Make sure they get the opportunity to enjoy the benefits that only you can sell them.