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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Secrets of Effective Cold Calling
Craig James
Sales Solutions
July 31st, 2007
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Agenda
How to use this medium Introductions Content Closing Q&A
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
What defines a cold call?
First contact You are unknown to the prospect
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
How does the mere thought of cold calling make us feel?
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Why is making cold calls unappealing?
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Why is making cold calls unappealing?
Because we expect the worst
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Why is making cold calls unappealing?
“I’m not interested” “I’m busy” (You’re interrupting me)
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Why is making cold calls unappealing?
“I’m not interested” “I’m busy” (You’re interrupting me) “We’re happy with our current
provider”
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Why is making cold calls unappealing?
“I’m not interested” “I’m busy” (You’re interrupting me) “We’re happy with our current
provider” “I hate telemarketers!”
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
What makes them “cold”
No rapport has been built
No relationship has been established
No trust has been earned
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Why else?
We don’t know what to say when we hear these objections when we get voice mail When we get the gatekeeper when we actually get our target on
the phone!
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
How could we “warm up” cold calls?
Expectations You will get more nos than yesses
The best baseball players make out twice as often as they get a hit!
Attitude Apprehension - it’s normal! “I am not a telemarketer!” Don’t take nos personnally Rejoice at the yesses! Worse thing that could happen?
Elements of an Effective Cold Call
Preparation Delivery Discussion Commitment
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Preparation
Get in a positive frame of mind Identify the right prospect
companies Determine and identify the right
individual(s) at the company Conduct research on your prospects Have a realistic expectation and
goal for your cold calling session
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
What is a realistic expectation and goal? It is not to close a sale It is to
establish a relationship by building rapport and trust
stimulate interest and desire by conveying benefits
determine if prospect is qualified by asking questions
schedule a meeting or next call
Preparation
Create and practice a 20-second elevator pitch
Have a set of benefit statements Have a set of questions to ask
Discovery FUD
Consider making a pre-call contact (letter, email)
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Preparation
Expect resistance. Have responses to the most common objections
Set aside large blocks of time to make your calls.
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Delivery
Be confident and self-assured What you say
Choice of words Connect with dissatisfaction Benefit/value statements
How you present Inflection, pacing Convey uncertainty as to fit
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Delivery
State who you are, the company you represent, and what you do
Present your concise benefit statement
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Discussion
Ask your short series of discovery and FUD questions
Open questions for discovery Leading questions for qualification
Decide if you have a qualified prospect
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Commitment
If so, schedule a meeting or second discussion
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
How to handle resistance
I’m not interested” “I’m busy” (You’re interrupting me) “We’re happy with our current
provider” “I hate telemarketers” “I don’t believe you”
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Summary
Cold calling doesn’t have to be either unpleasant or unproductive it doesn’t even have to be cold!
The best way to effectively cold call is to be prepared (benefits, resistance) be practiced in your delivery be skillful in the use of questioning
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Closing Q & A
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Sales Solutions
Service Offerings Skill Enhancement/Sales Process
Improvement One-on-One Sales Coaching Customized Sales Consulting Strategic and Tactical Advisory
for live deals
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Secrets of Effective Cold Calling
Craig James
Sales Solutions
877-862-8631
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