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Cold Calling Success By Design

April 01, 2012 | Comments: 0 | Views: 114

Many (many!) salespeople and entrepreneurs would rather visit their dentist for a root canal than spend an hour or so on the telephone cold calling.


The number one reason is a previous uncomfortable cold calling experience, which happens when we:

1) call outside our target market, bothering people with a message that doesn't apply to them; or

2) call the right potential customer, but use the wrong approach.

Once you put the necessary research into identifying your target market, ask these questions to design a successful cold calling campaign:

1. Can your message be delivered whether or not you speak directly with a specific contact?

If you can answer "yes" to this question, your campaign can be built around the easiest of cold calls.

For example, you might be inviting a large number of people to an event and you already have their email addresses. Simply compose an energetic, detail-filled message that can be left on voice mail and include a promise that more information is on the way.

The call might sound like this - "Hi Joan Smith, this is Dave Jones calling from ABC Company. I want to invite you and a guest to our incredible launch event tomorrow night which includes some well-known comedians, fabulous food and the chance to win one of several exciting prizes. I do have your email here, so I'm going to take the liberty of sending you an invitation with all the details. Of course don't hesitate to call or write with any questions or comments. All of my contact information will be in the email. I do look forward to seeing you at the launch!"

These are fun calls. They can be made quickly and when done with an energetic, welcoming voice, they always produce results. Not only that, by including a promise in your message (to send email), and then keeping it, you build trust.

2. Does your message need to result in a face-to-face meeting?

These calls are challenging because you have to reach someone in real-time, you must highlight the benefits of your product or service very quickly before asking for the meeting, and you must get the meeting organized in the first conversation. Approximately 50% more prospects will say "yes" to a meeting during a well-designed first call than in follow up conversations.

For example: "Hi Joan Smith, this is Dave Jones calling from ABC Company. The reason for my call today is we work in your industry providing tax advice that saves our clients as much as 15% on their tax bills each year. What I want to do today is organize a brief 20 minute meeting between you and our senior tax analyst to investigate the possibility of saving you money in this tax year. Would Tuesday or Wednesday of this week work for you?"

When asking for a meeting it is important to suggest specific dates. Everyone we contact today is busy, overwhelmed. When we ask the question "When can you meet with me?", it draws the prospect's attention to their entire calendar which is crowded with appointments and deadlines; it increases the likelihood of their responding with "Send me some information and I'll get back to you."

When you ask about specific dates, it narrows their focus, and helps them to see half-hour possibilities that allow for the meeting.

3. Does your message need to educate your prospect about your product or service?

This is the most difficult of cold calls - when your product or service is so unique or complex that a detailed conversation is needed in order to build your customer base and motivate people to find out more about you.

These calls require specific scripting and it is best to do some role playing before picking up the phone. You are designing a type of verbal choreography where you will use open-ended questions to inspire conversation and raise the interest of your target market.

These calls must also have excellent support materials that can be sent out by email and a commitment from all the salespeople to follow up diligently.

Selling magazine advertising is a good example of this type of call. Salespeople need to inspire conversation about the publication's circulation and its connection to the potential advertiser's target market. They need to send out links to the magazine online or a copy by regular mail, a rate card and testimonials. And they need to follow up faithfully in order to make the sale.

Increasing revenue through telephone sales is a valid option for a wide-variety of products and services. Success is in the details. Before putting salespeople on the phone, take the time to design your campaign so that your approach suits both your product and your audience.

Designing a cold calling campaign can be made easier with help and insight from someone with experience. I've spent 25 years calling companies both large and small, in North America and overseas, connecting with managers and CEOs. Please don't hesitate to contact me to discuss how I can help you create a cold calling strategy that will result in more sales and more customers.

Source: EzineArticles
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