Cold calling is a technique which is used by salespersons for direct lead generation in which they contact a person who has not shown his interest in the product and services offered by the business. It is basically a solicitation technique using telemarketing. It can also involve door-to-door salespeople.
It is a difficult technique and there can be many responses such as acceptance, call hang up, or even verbal abuse. The success rate of cold calling is very low. However the scale is what makes it so practical. There is nothing like the instant contact of cold. And if you can warm the experience up through the tools available to you, it can be a successful source for new business.
Here is a list of tips and tricks for effective cold calling:
- Adjust Your Perspective
Clear your mind and adjust your perspective of the call. Do not stress yourself with the fear of rejection. Having a defensive attitude is good. Have this perspective that you are going to give something to that customer (the sale). In this way, you will not be stressed out because of their hostile attitude.
- Focus All Your Questions on Client
You have to focus all of your attention on that prospect. Your questions should also be focused on the prospect. Client-centered selling is the best way through which you can make a successful cold call. Prioritize their needs when making a cold call.
- Plan All of it in Advance
It is better if you plan all of it in advance. It doesn’t mean that you will prepare a script for the call, but to have a thorough information on what you are selling. So, if the customer asks any questions, you can answer them.
- Do Not Follow Scripts
Some people prefer following cold calling scripts while others do not. Every person is unique and should be dealt with in the same way. When making a cold call, you have to focus on that particular person. Every case is different and you will not find scripts on each case.
- Be Simple and Effective
When you are cold meeting someone, be very simple. It is so that you do not overwhelm your prospect. Instead of carrying a briefcase full of pamphlets, just carry a folder. In case you need those pamphlets, you can always go back to your car to get them. But your first impression should be very simple.
- Do Not Attempt to Sell on Your First Call
It is not possible that you will sell that product on your first call. You should never attempt to do that. It is a gradual procedure and you should focus on becoming friendly with your prospect.
- Find Out Benefits for the Customer
You should tell your prospect about the benefits of the product instead of its features. Find out how they will benefit if they buy from you. This is how you can make a successful cold call.
- Prepare for a Discussion
Prepare for a substance discussion with your prospect. You should know your pitch and the product you are going to sell. You have to engage that customer. If they ask questions, it shows their interest in the deal and you must deliver upon this enthusiasm with responses that engage and take advantage of their warm and keen response.
Do not look to in this case, quickly end the call and simply achieve the goal of a further meeting, demonstration or trial activation etc. Give them the attention they want and express your knowledge and display the true colours of your company in its fullest detail. You are hear making a relationship not a sale. When this happens, nurture it, build around it and make it a priority. Because it is exactly the lead which can give you the sustainability as a business through repeat custom and referrals.
- Be Ready for Rejection
Always be ready for possible outcomes of the call. Do not fear rejection, or else you will sound nervous on the call. That is not good. Prepare for the consequences and be confident.
Once you accept that rejection is going to happen and is actually quite likely to happen, then you are in a position where you can’t lose. Bring on the rejection and thrive on the traction you receive. It will feel like there is only upwards results incoming.
Further to this. If you can log each rejection and create a solid response to each objection then you can find a way to leverage the negativity and channel it into a positive outcome. Even if you can make the smallest gain then it is something which keeps a potential deal or even positive referral alive.
You can twist the angle to give them something alternative to think about or find a more productive route for your calling journey within the company, organization or industry.