Cold Calling Techniques - Tips, Cold Calling That Works for Sales Introductions, Telephone Prospecting and Other Examples for Cold Calls in Selling
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11/21/11
Cold Calling Techniques - tips, cold calling that works for sales introduction
home business/selling cold calling techniques
cold calling techniques effective cold calling techniques, tips and methods for selling and sales training Cold Col d calling typically refe r efers rs to the first telephone telephone call made to a prospec pro spective tive customer. customer. More Mor e unusually these days, cold calling can also refe r eferr to calling calling face-to-fac face-to-face e for the first time tim e without an appointment at commercial premises or households. Cold calling is also known as canvassing, canvassing, telephone canvassing, canvassing, prospec pro specting, ting, telephone prospec prosp ecting, ting, and more m ore traditionally in the case of consumer door-to-door selling as 'door-knocking'. Cold calling is an important stage and technique in the selling process. Cold calling abilities are also useful in many aspects aspects of business and work wor k communicat comm unications ions outside of sales activities activities and the selling selling function. Good cold calling - performed properly and not as merely an indiscriminate 'numbers game' - is a fundamental fundamental and highly transferable transferable capabili capability, ty, whose basic principles pri nciples are found in i n the behaviours and techniques techniques of all grea gr eatt entrepreneurs entrepreneurs and lea l eaders. ders. In essence cold calling is the art of approaching someone, professionall, openl and meaningfull, with a sensible proposition. All A ll great g reat entreprene entrepreneurs urs and leaders possess this ability or they would not no t have become become successful. Cold Col d calling therefore therefore enables success, success, chiefly because because cold calling is strongly strongl y focused on initiative and action.
cold calling is how ou see it Since selling became a recognised profession a couple of generations generations ago, countless sales sales training organizat or ganizations, ions, sales gurus, writers, w riters, theorists, and sales sales people of all sorts, have attempted to create effective cold calling techniques and scripts. There is no magic script, and while there are many helpful helpful frameworks and met m ethodo hodologi logies es there there is no single magic answer. Successfu Successfull cold calling - including including the effectiveness e ffectiveness of methods and techniqu t echniques es essentiall relies on our own attitude towards cold calling. www.businessballs.com/cold_calling.htm
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Cold Calling Techniques - tips, cold calling that works for sales introduction
V , , ' ( '' '' ) ) - - . S - , . T T . N N . D, , , , . O ... Viewed positivel and creativel , cold-calling is empowering and potent. C C : - () ( ) . S, -, ? L , , , , , - , .
the enormous potential of cold-calling I' . W ? C : 1. - , , , , 2. - 3. . C C , , '-', '-', , , , . . A, . Y Y . Y . . Y - www.businessballs.com/cold_calling.htm
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Cold Calling Techniques - tips, cold calling that works for sales introduction
. . B - B . . Y Y '' , , . T B2B (-), . T - . W . E . A . C , , , - , , : cold calling alone create be a business - make things happen - successful cold callers can go anwhere do anthing - - . T (B2C) , , , ( ) - ' '' ' . . I ( ') , , . S S . T T - . C , . I , . T , , , . . T T . A A - - . M . I' . S S , , . . C C ( ( ) ) . T T : - - www.businessballs.com/cold_calling.htm
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Cold Calling Techniques - tips, cold calling that works for sales introduction
be opponiie oppo niie ae ae ne one. Cold Col d calling elcome elcom e and make he he mo of a blank bl ank hee. hee. Pae Pae ne. No limi. lim i. Seeing cold calling in hee em em i 90% 90 % of o f he peonal bale o o be b e ccefl ccefl a cold cold calling. To enable cold-calling o be hi libeaing - epeciall ihin an emploed ole - o hae o make i o. Yo hae o an o p o on peonal amp on hing. To be ceaie, adeno adeno - o ee beond he cip - beond he conenional conenional "e'e ala done i ha a..." Cold Col d calling i i an iniaion o adop he mind-e mind- e and and ambiion ambiio n of an enepene enepene - o ee cold cold calling calling a he ke o opponiie op poniie and peonal p eonal achieemen, achieemen, o independenc i ndependence e and choice. Wih he igh poiie po iie aide aide o cold col d calling hen ejecion ejecion ceae ceae o be poblem. po blem. Reiance Reiance ceae ceae o be inmonable. inm onable. A ll obacle obacle become ine i nead ad elcome ep oad cce and achieemen. The challenge ae no he eenial epeience oad ineiable cce.
cold calling - controlling, strategic, empoering The ale peon' ole ol e beeen beeen pplie and come i he mo mo ignifican and pioal a he cold calling age. age. The ale peon' inflence in leeaging omehing fom nohing i a i highe poin. Cold Col d calling de d eemine emine fndamenall fndamenall hehe hehe omehing om ehing happen o no. Cold Col d calling can alo hen decide decide he nae of he popoiion, popo iion, he fi beeen pplie and come, come, he a he elaionhip elaionhip i i defined and can deelop - all hee and and moe m oe can be defined b he ale peon a he cold calling age. When e eamine eamine cold calling moe mo e dee deepl pl e ndeand h. Moe han all he age in he elling poce, he cold call enable he ale peon o inepe, o define and o command com mand he iaion iaion - j j like he condco of an oche o chea. a. The ale peon a cold calling calling age age deemin deemine e he inepea inepeaion, ion, diecion and coopea coop eaion ion beeen beeen come and pplie. ppl ie. Thi Thi - ahe han meel delieing a cip o a li of conac conac - i he ale ale peon' ole and opponi oppo ni a he cold call age. age. See and ndeand he fndamenal ignificance of he ' 1 La of Cbeneic C beneic' - i elae ongl o cold calling calling.. The T he 1 La of Cbeneic ae ae ha "The "The ni ni ihin he em ih he mo behaioal epone aailable o i conol he em". em". Think Thi nk of he em em a he pplie, he poenial poenial come, and he make-place, make-place, inclding incldi ng he compeio and all inflencing make m ake fac faco. o. Ak oelf, of all he people inoled in he come and pplie oganiaion, ho i be poiioned o ie and epond o he oeall em? em? No he CEO', no no he manage, manage, no he www.businessballs.com/cold_calling.htm
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Cold Calling Techniques - tips, cold calling that works for sales introduction
. T . O O , . T - , - , . (S D D M' B F F , .., .., .) H , , , . M M .
wh it's good that cold calling is so difficult for most sales people C . M, - ' ' , , . . P - , , , , ' '. C , , - , . . I , . However, sales people who adopt a positive and skilful approach to cold calling generall find that cold calling becomes easier. T T , .., . The more difficult cold calling is for the majorit, then the easier it becomes for the successful minorit. I , , , , , - . Y . T ' ' , . www.businessballs.com/cold_calling.htm
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Cold Calling Techniques - tips, cold calling that works for sales introduction
cold calling - changing our perspective changes cold calling When we look at what actuall happens - and can happen - during the cold call, we see wh the cold call stage of the selling selling process is so potent p otent and and full of oppor o pportunit tunit for the sales sales person. When we stop stop looki l ooking ng at cold calling from fr om the sales sales person's viewpoint and from fro m the customer's customer's viewpoint, and start seeing seeing it from fro m a business perspective, perspective, cold calling becomes a wonderful opportunit oppo rtunit that an one can enjo enjo and optimie: optimi e: how sales people tpicall how customers see cold see cold calling calling done poorl
what successful cold calling should be
fearful
nuisance
honest/open
boring, repetitive
unwanted
straightforward
unpleasant
indiscriminate, unprepared
interesting/helpful
pressurised unimaginative rejections thankless confrontational unproductive demoraliing unhapp numbers game
pressurising trick, shift dishonest
different/innovative thoughtful/reasoned prepared/informed
reject, reject, repel r epel cold callers
professional/businesslike
shad, evasive
efficient/structured
contrived
respectful
insulting
enthusiastic/up-beat
patroniing
informative/new
disrespectful
thought-provoking time/cost-saving opportunit/advantage credible/reliable demonstrable/referenced
Obviousl the aim is to move cold calling behaviours and methods into the third column, and definitel to stop anthing which produces p roduces the feelings feelings and effects effects of the first and second columns. This Thi s is partl achieved achieved b changing methods and techniques - and in some cases cases adapting or using scripts quite differentl - but more so changing attitude and stle . Changing attitude and stle - behaving as a helpful strategic enabler rather than a deliverer of www.businessballs.com/cold_calling.htm
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Cold Calling Techniques - tips, cold calling that works for sales introduction
- - - - . .
cold calling techniques - underpinning underpinning principles I I : 1. 2. 3. 4. 5. 6. 7. 8.
P - , , , I - Q - , , O - - L - I - I - K - - ( )
Y - . A , , , . G , , ( ) ) . An appointment need not be a face-to-face face-to-face meeting. mee ting. I . O O . . O O . . I ' .
1. preparation P P : : 1. // / / 2. - 3. / / . I : 1.1 Ensure ou are representing a good qualit ethical supplier/product/service Y Y , must be completel fit for purpose for the given market and application , . . S , . I / . www.businessballs.com/cold_calling.htm
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Cold Calling Techniques - tips, cold calling that works for sales introduction
1.2 Your mental approach - the wa ou see ourself and the cold calling activit R R . S , . . L . . I . A , : Y working environment ( ( - ). S , . . A . E . E. T . M M . C , , . . H - - - . . F , , , . V - . F : "P I - - - , , , , , , , , ., ." S S - - . . 1.3 Your understanding and wording of our offering/proposition in relation to our prospects and their situations Y . I ' ' ' ( , , , , - P' F F ) . Y . . Y Y . S . B , . Y . F , , - - / ' . . T T , , , ou must have a good strategic appreciation of the issues faced b our prospect in relation to our basic opening proposition . T . T - , , - . Bear in mind also that our basic or initial proposition should not make assumptions as to the final offering or product/service specification, which, www.businessballs.com/cold_calling.htm
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Cold Calling Techniques - tips, cold calling that works for sales introduction
especiall in the case of large organiations might be several weeks or months awa from defining. A , . . S , , , , , , , , ., . T , , , . . I , . . Y . M - ' . S ' '. '. Your opening proposition in the introduction should be a broad strategic interpretation of our more detailed product offer - this is both to save time and also to avoid making assumptions about what the prospect actuall needs and how the final proposition might eventuall be formulated.
2. intr introduction oduction B , ( ) , , , , . B , - . S , ..
3. questioning P , , . S D M' B F F .
4. objectivit R - . I' , '' , , , . . P P ' '' - . T / / . . I . . T T .
5. listen and interpret www.businessballs.com/cold_calling.htm
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Cold Calling Techniques - tips, cold calling that works for sales introduction
I i fa bee ie ad iee f he ce' eecie, a d a ee adi, ahe ahe ha ac a a a biaed e-ided ef-ieee ef-ieeed d ae e. The fe f e behai i hef ad aeaig aeaig - giig gi ig - heea heea he ae ae adiia adiia h h ae a aach ach i ee iediae f ha i i - aig. Reebe iaied iage f ef: h a ee ee , ad behae ie i.
6. infom and edcae Y ae he ee i eice ii echg ( eceai i gea echica echica deai, deai, b aegica aegica, , i eie eie defiie) ad if ae he ee eed d be, heie ae aig ec' ec' ie. Giig Gii g ifai if ai ad fai ad ef feedbac - edcaig effecie - i ee ce' ee f ae i ch bee ha eaig i 'ce he he aie'. I' I' a ace a h. The T he ai i bid b id deadig deadig ad ideif hehe hee i a eia ef fi beee ha ca ffe ad ha he ec igh eed. D hi ad he iai ie aa aa dee. Fc he aie ad ' ed i he a-i a-i a a age age f eabihig eabihig ef ef a a hee, hee, ifai-ide, ad eabe.
7. inole and coodinae Ie he ec i he dici ad decii e he e age. age. A A h he d fid i hef ee e ae fad. Be gided b he ec ad a be gided b gaiaia e ad c. The ec hei e e ad ce cee; e; d'. d '. Ideif Ideif h he iai iai ca be c cdiae diaed d i de ge hig. Y ae he ia e. Reii he cbeeic icie. icie. Y Y ai ai be he i i he he h e e e hich hich cheae cheae ee ee ad ee - behaf b ehaf f ec - achiee ha ha he ec eed i e f ce ce ad ce. Thi Thi i ae he ec. ec. Y Y ae he bidge, he ieee, ieee, he eabe. eabe. A ie hi e e ad i i begi acie acie a ea ae ad eai eai gea g eae e ha ha ae.
8. keep in och - keep noe - keep limae onehip Ifai If ai ad edge ae ccia abii abi i ac a a ieee ieee ad cdia c dia a he a a f he cd cd caig caig ce. Y heefe ae f e ad ee cea ecd f he cd ca a a age. Y Y hd a ae e e ee ef if ed a he iai iai dee d ee, , hehe hehe he deee f he i eai eibii . If a a ifed if ed ad edgeabe ab he eig ae eaihi eaihi he ca ee a achf achf ee iai, ad heeb g ea ea adig adig ad e bed caae ae e. Thi i a ha be 'had-' ied a a ie. O he ca; e a cdia - gehe gehe ih i h he e e ad cee cee ihi ie ie ad ce - hd h d ee ha ha he ee ae b bgh gh i he iai a eied ge g e ad dee he i ad he adig eaihi a i g. www.businessballs.com/cold_calling.htm
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Cold Calling Techniques - tips, cold calling that works for sales introduction
You Yo u are however the ultimate ultimate owner of the relationship and responsibili r esponsibility ty - whatever whatever your title if you want to to be. How you meet your commitments to your customer counts more than your job title or job description. It's a matter matter of o f personal integrity. i ntegrity. Staying involved and informed is not be easy in certain organizations which rigidly compartmentalise sales and after-sales activities, especially sales organizations which marginalize cold calling or canvassing canvassing teams, but whatever whatever structures exist, exist, you yo u should shoul d try to maintain an awareness awareness and background involvement i nvolvement - especially with large l arge customers customers whenever whenever and however you can. You have a responsibility for all relationships that you begin: to your customer contacts - and arguably a personal commitment com mitment which transcends transcends organizat or ganizational ional systems and policies. po licies. Many customers, customers, especially especially personal p ersonal contacts contacts who put p ut great faith faith in you at the beginning of the relationship, will wil l expect and and appreciate your staying in touch - if only o nly as a last resort in the event of unresolved problems. For junior people this is not always easy, but retaining an informed and ultimately responsible interest interest in relationships that your cold calling instigates, is the sort of behaviour and determi determination nation on which grea gr eatt careers careers and reputations can be built. buil t. This Thi s last piece of advice might not no t fit the divisionalised divisio nalised sales processe processess of certain certain organizations, in which case if you personally are serious about building a career in selling or business - or if your organization is serious about developing people - then you might discover that your cold calling activities will benefit from defining them more in terms of personal integrity and commitment than mere numbers on a board.
successful cold calling - eample methodolog As already explained, the best cold calling methods tend to focus on developing open honest trusting dialogue, which whi ch in turn enables a clim climate ate of trust, within which w hich progress prog ress can can be made further into the sales process. Among A mong the best examples examples of effe effective ctive new new transferable transferable and learnable cold calling methodologies, is the thinking of sales expert Ari Galper, who with his aptly named model Unlock The Game, has done much to develop the cold calling specialism in i n the sales sales training and development field. Here is a summary of Ari's excellent methodology directly from his Mastery Program, reproduced here with his permission, which is gratefully acknowledged. Galper's ideas are effec effective tive and ethical, ethical, based on a philoso p hilosophy phy that positions selling in i n the area objec obj ective tive advisor, mediator, translator, trusted expert, etc., etc., rathe r atherr than the traditional iimage mage of persuader, manipulator, chaser, pusher, etc., which behaviours are no longer effe effective ctive for achieving achieving sustainable good quality selling and business. b usiness.
www.businessballs.com/cold_calling.htm
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Cold Calling Techniques - tips, cold calling that works for sales introduction
a f ai gae' cd caig ehdg Ari A ri Galper's model is called called Unlock U nlock The Game , which he describes as "A new cold calling calling and sales mindset focused on building trust." 1. Shif ide aa f 'aig he ae' ad hehe he fi ei . Look for what the other other person p erson is thinking and whether whether there is actually actually a real possibility of a fit. Do not assume they should buy what you have. Aim to aif, aif, not force or persuade. 2. Be a hee a iche. iche. Help your yo ur prospect pr ospect,, instead of referring to features features and benefits benefits - this centres centres the conversation conversation on o n the other person, not no t you. 3. Fc he begiig - he ed. Be sensitive to the early interaction with your prospect - keep your mindset mind set and and behaviour stay stay in the present present moment mom ent (with the client) client) and avoid pushing forward (where you want to go - which you can only guess at best). 4. S chaig ec - behae ih digi. Create an open pressure-free p ressure-free atmosphere - set a tone of equality and mutual respect - strive to be regarded as a helpful human being instead instead of o f a typical sales person. 5. Cec ih ec ahe ha hgh a i. Focus on how to make a true connection connection with wi th each each prospect - this naturally helps build trust - think about and discuss their their issues, i ssues, not yours. 6. Ceaig ih ec i ia ga - aig he ae. Creating genuine trust is the essence essence of building buil ding real relationships and real relationships turn into more sales. 7. Diffe a ee ha ee i he ae ce. By diffusing the tension tension and pressure in the sales sales process between between you and your prospects, you bring bri ng both bo th of you closer to an honest ho nest and and truthful conversation. 8. Chage agagig aa f 'ae ea' aa agagig ha cec ih ee. By using phrases like 'would you be open to' instead of 'would you be inte in tereste rested d in', you yo u immediately im mediately set yourself apart as someone who is patient, patient, open op en minded and willing to listen. 9. Udead ec' be dee ha he fee 'ded' b . By having a deep understanding of the problems that your prospect pro spectss experience everyday, the easier easier it will be for you to really feel that you know and care about about their situation. 10. Ue he Uc The Gae Mide - both in your business and personal life because relationships are the same in both worlds. By also applying these principles in your personal life, with wi th people you care about, you'll begin b egin to see a deeper deeper trust being built buil t that that can strengthen strengthen your relationships for the long term.
My thanks to Ari Galper for this summary of his Unlock The Game cold calling methodology. Ari Galper's website Unlock The Game provides more information about his cold calling training systems systems and products prod ucts..
www.businessballs.com/cold_calling.htm
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Cold Calling Techniques - tips, cold calling that works for sales introduction
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The use of this material is free provided copyright copyright (see below) is acknowledg acknowledged ed and reference or link is made to the www.businessballs.com www .businessballs.com website. This material ma terial may not be sold, or published published in any form. Disclaimer: Disclaimer: Reliance on information, informatio n, material, advice, or other linked linked or recommended r ecommended resources, received from Alan A lan Chapman, shall be at your sole risk, and Alan Chapman assumes no r esponsibilit esponsibility y for any errors, omissions, or damages arising. a rising. Users of this website are encouraged to confirm information received with other sources, and to seek local qualified advice if embarking on any actions actions that could carry pers onal or organisation or ganisational al liabilities. Managing people and relationships are sensitive activities; activities; the free material and advice available via this this website w ebsite do not provide provide all necessary safeguards and checks. Please retain this notice on all copies. The summary of A ri Galper's Un Unlock lock The Game® cold calling methodolog methodology y is Ari A ri Galper. alan chapman 2007-2009
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