Cold-Calling Tips for Outside Sales
The old idiom that you don't get a second chance to make a first impression is especially true in the world of sales. The first call to a potential customer, referred to as a "cold call," is an opportunity to introduce yourself and your product -- making an actual sale at this stage in the process is unlikely. However, you can increase the odds of landing that sale by following a few important tips.
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Prepare
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Effective cold calls involve a little inspiration and a lot of preparation. A cold call made without a proper understanding of the customer's needs is a recipe for failure. Learn as much as you can about the business before placing the call -- names of people in charge, the products or services they offer and any industry trends affecting their business. Prepare a list of questions designed to help you learn more about the businesses' needs, so that in future calls you can better target your sales pitch.
Don't Pressure
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It may seem counter-intuitive to many old-school salespeople, but keeping the pressure off a potential client helps build trust in the relationship. Ari Galper, author of the book, "Unlock the Game," suggests worrying less about making a sale and more about working with a client to determine if your company is a good fit for her. Galper recommends focusing on the beginning of the sales relationship, abandoning "sales speak" in favor of natural language. For example, try using the phrase "would you be open to..." with your sales pitch to create the impression that you're willing to listen to your client express her needs.
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Use a Script
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You can prepare for a customer's objections by using a script detailing the possible scenarios of a cold call. Write out your introduction and think about the various responses you're likely to receive from potential clients. Then, write out details on how you'll handle each situation. For example, if you receive a positive response to your initial greeting, steer the conversation toward having a face-to-face meeting so that you can make a more effective sales pitch in person. If a client says he's not interested when you introduce yourself, have an alternative plan of action to salvage the potential sale.
Follow Up
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It takes an average of four to five contacts to make a sale, so don't get discouraged if a cold call doesn't yield immediate results. Follow up with an email or letter, and call the potential client again in a few days to make sure he received the information. Use this opportunity to ask if he has any additional questions, or try scheduling a face-to-face meeting.
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References
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