Turn up the Heat on Your Cold Calls
Sales coach takes fresh approach to traditional sales calls
Very rarely do you find someone who actually enjoys cold calling, who doesn’t make the fairly universal cringe upon simply hearing the words “sales call.” People dread picking up the phone, partly because they fear rejection but also because they are used to the traditional, hard-selling techniques. Steve Fretzin, President of Sales Results, Inc., takes quite the opposite approach to cold calls.
“The goal is not to sell on the phone. You want to get them interested and ultimately set up an in-person meeting, and then the selling begins,” says Fretzin. He offers these tips for successful cold calling.
- Enjoy getting the “no’s.” Another reason people dislike cold calling is that they don’t receive enough “yes’s.” Fretzin says that if you get one yes from 100 phone calls, you are successful. Just like anything else, increasing this percentage takes practice, practice, practice. You can benefit from the no’s; think about what you did and learn from what mistakes you may have made.
- Create a script. You do not need to repeat your script verbatim but having something written allows you to memorize the most important pieces of information. Each person can tweak the script to make it their own, personal style which allows a more conversational tone.
- Speak with a decision maker. When you call, request to speak with a decision maker-owner, marketing director, etc.-preferably by name. If a decision maker is not available, you may often have to speak with a “gatekeeper.” If you are able to set up a meeting, make sure that the decision maker will be there as well. Try saying, “Other than yourself, is there anyone else who should be there?”
- Ask permission. Once you get someone on the phone and have introduced yourself and your business, ask them for a minute of their time to allow them to decide if they want to continue.
- Ask questions. Rather than telling, spend your time asking the prospect questions. By being the listener, you allow the client to bring out their pain and in turn, see why you might be a good fit. Some good questions include, “Are you happy with the way your business is currently running?” “What could be better?” “Describe how your business has been affected by the current economy.” By probing into their needs, you uncover the pain and can cater to their specific needs.
Source: Sales Results, Inc., www.SalesResultsInc.com
