A cold call is when a client is not waiting for our call. That is, theoretically, he may be interested in our service, but we still need to try to move on to discussing this service.
What does "cold" call mean? The call is called "Cold" because most often customers refer to such calls as "cold". Those who regularly had to pick up the phone and hear joyful or monotonous in it: "Good afternoon, I'm from the Horns and Hooves company, we have been a manufacturer of the best gizmos since 1900 ..." - they understand much better what cold calls are, than those who do them. Imagine, you are waiting for an important call, and a cosmetics consultant calls you and offers lipstick, firstly, it is distracting, secondly, you do not use lipstick, and thirdly, you are generally a man. How many “good things” do you want to say to this person? Clearly, he is not waiting for a warm, cordial conversation with your person.
There are many approaches to cold calling, and most of them come from American books from the 60s-80s:
- Making a cold call according to a standard script (call script);
- Using a presentation about the company at the beginning of a conversation;
- Serious preparation before making a call.
You need to understand that most secretaries and decision makers receive such calls a day, sometimes more than a dozen, they already figure out people who make cold calls from the first words and often do not even let you say anything about your great offer.
2. What is the main difference between a cold call and a warm call for a manager?
On a warm or incoming call, the client has already formed a desire to purchase your product, and on a cold call, the desire must still be evoked. The problem is this - in order to arouse desire, it is necessary to communicate with the client, but he is not ready to communicate with a cold caller, because he has nothing to communicate with him, he does not want to buy goods, they do not know each other, they have no common topics for communication. And according to statistics, almost on all our projects, before we joined the company, cold calls lasting less than 1 minute, more than 90%.
That is, the manager spends most of his time listening to “we don’t need this” or “send a commercial offer.” Such responses, for the most part, reduce the motivation for the next cold calls, and the sales manager leaves the inspiration to work.
I want to pay special attention to "send a commercial offer." Many cold calling newbies see this as a success and make it their job to send out as many of these offers as possible. But those who have been actively searching for clients for more than 3 months are well aware that no one reads offers if you have not established a good dialogue with the client.
3. Goals of cold calling
The purpose of cold calling is to filter and expand the base of potential customers.
The goal of a cold call is not to sell immediately, because the client doesn't know anything about your company yet. To begin with, you should tell about what you do and ask if your product can be useful to the client, offer to get acquainted with the services in detail or meet with a company representative.
The main purpose of cold calling is to break the ice that has been there before you even called. Before calling a client, you need to learn more about the specifics of his business, you will understand whether he needs your product at all, and in the case of a dialogue, your awareness will make communication warmer.
4. How to Prepare for a Cold Call
- 1) The first rule of cold calling is to thoroughly study your product or service. You should feel like a fish in water, full of confidence in yourself and in your qualifications.
- 2) Make a list of organizations you intend to call. Write down the name, phone number, and name of the person you're talking to.
- 3) Imagine yourself as a scout. Before calling a client, find out as much information about him as possible, the Internet will help you. This will not only give confidence, but also endear you to the interlocutor.
- 4) Before calling, do not burden yourself with unnecessary thoughts and problems Instead, try to de-stress and relax.
- 5) Find a way to cheer yourself up, it will become easier for you to smile at people. Of course, on the phone you can not see the facial expressions or gestures of the interlocutor, but you can hear. Smiling not only relieves stress, but also gives the voice a softer, more pleasant sound.
- 1. Determine the purpose of the call;
- 2. Determine the scenario of a cold call - how to bypass the secretary;
- 3. Exit during a cold call to the decision maker (Decision Maker);
- 4. Diagnose the client's potential;
- 5. Identify needs;
- 6. Conduct a presentation;
- 7. Handle objections;
- 8. Close the call with an appointment, ideally.
- 1. The first principle of cold calling is to make sure that neither the secretary nor the decision maker identifies the cold call manager from the first words. The simplest identifier is an expanded, detailed representation of the company and yourself. Simplify the beginning of the dialogue and they will be more willing to talk to you.
- 2. Do not count on the fact that someone needs your wonderful offer without establishing trust and dialogue. For interest, start calling and offering your product at half its actual cost or even for free, you will be very surprised, the number of refusals will not decrease much.
- 3. Clearly define the portrait of your client and the questions by which your client can be calculated. For example, at a training for UAZ car dealers, the first question we asked was “Do you operate UAZ cars?” Statistics showed that 93% of buyers of UAZ vehicles already have a fleet of UAZ vehicles. Therefore, we could find out whether the client was the target for us or not, without even reaching the presentation and presentation.
- 4. Call for a non-sales issue. If you offer something, you can immediately be sent to e-mail or somewhere else. If you want to invite to a free seminar or send an industry overview or send a free test sample, the likelihood of establishing contact and continuing the dialogue is greatly increased.
- 5. Decide on the main purpose of the call- Identification of a potential client and establishing relationships with him.
- 6. Do not be afraid to pick up the phone and embarrass yourself.
- 7. Enter calls into the system. It must be clearly understood that one cold call it's nothing, even if he's more or less successful. Ten or one hundred contacts is also not much for cold calls. Practice shows that it is possible to achieve stable sales on cold calls only if the manager has more than 300 clients in the database with whom an effective dialogue has taken place. Moreover, each perfect call adds experience and confidence.
5. Stages of cold calling
6. Cold calling technique
In a cold call, the main thing is the first minute of the conversation, and during this minute we must form an interest to continue communication so that we have a chance to develop this interest to a need that has arisen and, as a result, a purchase.
To make effective cold calls, you need to:
7. Examples of effective cold calls
Let's look at the example of recording effective cold calls. Methods were predominantly used
7.1 Audio #1: Finding a decision maker
1. Purpose: go through the secretary, exit when cold calling to the decision maker (decision maker)
2. Frequent problems: the manager is afraid to continue the conversation, having heard the refusal to switch or several times the refusal. They agree to “send a commercial offer”, but this does not work!
3. Result: the goal is achieved - the manager met, took an extension number, found out mutual interests. Agreed on the next contact
Rule: When a manager is rejected, he must not give up. Insist to be switched.
7.2 Audio #2: Cold call. An example of how to bypass the secretary
1. Purpose:- sell a product to a new company.
2. Frequent problems: many try to bypass the secretary when making a cold call, without focusing on communication, they treat them like a Cerberus. His questions are answered with hostility.
3. Result: friendly relations were established, an employee was found and recruited in the client's company.
Rule: in large companies there is a bureaucracy (somewhere healthy, but somewhere not healthy). And the delivery of documents is carried out just by the secretary. If you manage to make friends with him, then your documents, firstly, will be signed at the beginning, and secondly, the decision maker will be reminded of your product.
Separately, I want to say that many managers do not believe in the success of departments to actively attract customers. And we are pleased that the number of executives whose opinion has changed thanks to our calling methodology is constantly growing.
Good luck in mastering cold sales, and if you need to quickly and effectively build a sales system through cold calls, call
If your managers communicate with clients in person or by phone, then tell them about such a useful technique as "mirroring". It consists in imitating the behavior of potential buyers - their manners, speech, posture. As a result, imitation will help to get the buyer to buy a product or service from you.
● Posture and movement. If the client speaks while actively moving his arms, move his arms too. If he crosses his legs, cross them too.
● Speed and volume of speech. If the client speaks slowly and quietly, speak slowly and quietly - and vice versa.
● The manner of speech. If the client speaks simply, speak the same way, and if his speech is filled with complex and rare words, complicate your formulations.
● Keywords. If the client uses some words especially often, try to build them into your speech.
Here is such an unusual way to convince a client to use the services of your company or purchase its product. But don't think it's pseudoscience. Efficiency confirmed by research:
act like a doctor
Answer a simple question: with whom do you behave more openly - with a doctor or with a salesman? Of course, with a doctor. And why is this happening? A 2013 Harvard study proved once again that we love to talk about ourselves. The questions that the doctor asks us concern ourselves, because on a neurobiological level, we enjoy them.
So act like a doctor - talk more about the client than about your product, and this will have a positive effect on sales. After all, how to convince a buyer to buy a product if he does not trust you?
Here's what you can ask him:
Are you currently dealing with any issues that we can help with?
What is more important to you, saving money or increasing productivity?
Have you had any experience with these items? What do you think of them?
Read related
: advisory sales, the SPIN method, sales champions and other effective methods - in our review.
Do not conflict
There is such a word - conflictogens. And you should know about them if you are interested in how to get a buyer to buy a product. Conflictogens are anything that can spark conflict: what you say, do or don't do. If you want to sell something, swearing is the last thing you need. Therefore observe simple rules etiquette: do not interrupt the interlocutor, do not lie to him and do not hide important information, do not brag, do not turn to rudeness and ridicule, especially do not threaten or make comments to the interlocutor.
Offer more than one option
There is a misconception that you should offer the buyer only one option so that “the eyes do not run wide” - and this is supposedly a great option for convincing the client to buy the product. But a study published in the academic journal Journal of Consumer Research in 2013 shows that this is far from the truth.
Source: https://giphy.com
Within its framework, customers were offered to purchase a DVD player. As a result, 9-10% of customers bought it. Not bad. But if they were shown a second player to choose from, the rate increased from 10% to 66%. The reason is that our brain wants to choose the option with least risk. When he has no choice, often the least risk is simply not making the purchase.
But you can't overdo it either. In The Art of Choice, Shira Yengar gives another example - there were 2 tastings in the store. In one, customers were offered 24 types of jam, in the other - 6. In the first case, 60% of people stopped to try jam, but only 3% bought it. In the second, 40% of people stopped, and 30% bought. So the choice should be, but not such as to confuse.
Act like an ambivert
Which salespeople to hire - introverts or extroverts? In fact, the truth is somewhere in the middle. Meet the ambiverts. They have compromise qualities - it is equally pleasant for them to communicate with people and be alone. Researcher Adam Grant studied 300 professional salespeople and came to the conclusion that it is ambiverts who outperform the rest in sales by 32%.
So giving preference to ambiverts when hiring is a good thing, but what if you already have introverts and extroverts hired? HR Expert Meredith Persily Lamel gives the following tips for working with extroverts:
● Let extroverts chat live. Such people perceive non-verbal hints much better and read body language. This means that they will be able to better understand how to convince a client to conclude a contract or make a purchase.
● Let the extroverts talk. Such people most often form their thoughts and logical chains by saying things out loud.
A director of a psychological training organization Forte Strong Matthew Arrington gives similar advice about introverts:
● Give them time to prepare. Introverts are not improvisers. The head of Amazon, Jeff Bizos, generally gives his employees half an hour to formulate thoughts before each meeting.
● Communicate one on one. It is recommended to arrange individual meetings with introverts. Do not send them to the “field”, but put them on the phone so that they can talk face-to-face with the client.
Don't scold your competitors
It seems to many that The best way To "whitewash" oneself is to "denigrate" competitors. “You don't like our prices? You haven't seen Company B yet!" But a 1998 study at Ohio State University found that it only hurts. It works approximately like in the children's rhyme "You talk about me - you translate to yourself." Our brain associates negativity with the person who voices it. Scold the service of competitors, and customers will leave, remembering that you have bad service. So work with your strengths and not with the weak ones of other companies.
Use Arguments Properly
Another way to get a client to buy: sales psychologists advise arranging arguments in descending order of their importance to the buyer. That is first you give the most powerful argument, then the weaker one, and at the very end, polish the conviction with the least significant arguments. If you are trying to sell something, then the arguments will be evidence that the product or service best meets the needs of the buyer.
But for each client, the arrangement of the importance of arguments will be different: what does not matter for one will be paramount for the second. Therefore, before proceeding with persuasion, study the interlocutor thoroughly, find out what are the main reasons for his interest in the product. The evidence associated with them will be the strongest arguments. As a rule, the arguments should be ranked in order of importance: making money, saving money, saving time, gaining recognition and comfort, gaining new opportunities, increasing prestige, improving health.
At the same time, one should not throw biased statements like “we have better than all competitors”, “our windows are the most environmentally friendly in the world!”. It will be empty air shaking. Instead, you need to provide measurable evidence, for example: “This year, our windows received a gold medal from the Ministry of Ecology and Nature Management of the Russian Federation as the most environmentally friendly plastic windows on the Russian market."
Competition is great
The best salespeople are those who see their activities not as work, but as a game, a competition. In a 2002 study marketing professor Balaji Krishan studied 182 sales managers and found the relationship between the level of competition and the efforts made by a person: with an increase in competitive spirit, an employee became 35% more productive!
Give competition!
In recent years, there has been a boom in cold calls. And in this article, I'm going to explain why cold calling has stood the test of time. I will also give you tips and share techniques that will increase your number of leads. Be careful, this article is huge and hides a lot of secrets: tactics, strategies and myths about cold calls, you will understand what cold calls and sales really are. As well as an example of an ideal script and ways to bypass the secretary.
And yes, I know. You hate cold calling. Everyone hates them. More precisely, everything except the sellers who successfully use them, who receive millions from them.
So, here's how things are with cold calls.
Six Tips to Master the Art of Cold Calling
- Accept the possibility of rejection, don't run away from it.
- Get ready to learn fast, not sell fast.
- Use technology and special services to avoid tedious monotony.
- Don't waste someone else's time and yours.
- Follow the script like an actor, not like a robot.
- Keep a balance of quantity and quality.
With all these complexities, it's hard to know if cold calling is even worth considering as a tool. However, that is why they are worth considering.
If you master the art and science of cold calling, you could very well become the most effective and highest paid sales rep in your organization. As with other sales techniques, the wrong cold calling can easily tarnish the reputation of an entire tool. So try to be the opposite. And this will lead to success.
First Don't be afraid of rejection and don't try to avoid it
Rejections are an integral part all trading activities. Nobody gets 100% return.
Here are 3 tips for overcoming the fear of rejection:
Tip 1: Have a competition. The winner is the one whose refusal will be the most terrible, funniest or toughest of all. And not some simple: No thanks».
Tip 2: If a potential client says no, ask why.
Try something like this:
« I appreciate your honesty and directness. The most difficult thing in my work is not knowing if we can be useful to someone. Could you tell me why you thought we couldn't help you?»
Don't try to sell a product or service. Just learn and gain experience.
Tip 3: Role-play a phone conversation with a colleague. Let him be a client and refuse you in the most rude way possible. Every time a conversation with a real client is unpleasant, remember that “performance”. Compared to him, a real conversation will not seem so terrible.
If potential customers keep turning you down and feeling down about it, read the positive reviews from customers who love your company.
Remind yourself that you are helping people.
Second Prepare to learn fast, not sell fast
Cold calling cannot be mastered overnight. Therefore, set a goal: to learn something new for yourself from every conversation with a potential client. It doesn't matter if it's successful or not.
Here is a mini tutorial on cold calling training:
Tip 1: Start with a script and don't deviate from it (yet).
Tip 2: Figure out when exactly you fail (a sign of such a moment is people hang up or start to refuse more than 50% of the time after you say something).
Tip 3: Rewrite this section of your script and change it until you stop getting rejected.
Tip 4: Repeat this process with the rest of the points until you can get through the entire scenario with less than 50% bounce rates.
Tip 5: Analyze the course of the conversation. In particular, listen to the answers people give to your questions. open questions. The better the question, the more the person will talk.
Tip 6: Record your notes (on paper or in in electronic format). This is necessary for clarity and to remind yourself of how much experience has been gained.
Correct Definition goals and continuous learning as you go will propel you many steps above the average salesperson.
Third— use technology to solve the same type of problems
The modern salesperson can take advantage of a variety of tools. So you no longer have to suffer from tedious and inefficient work.
Here are a couple of examples of foreign useful services:
ConnectAndSell. The tool helps to automate actions such as dialing, transferring phone bases, interacting with the zone controller, and so on. So you can immediately go to the conversation and achieve results.
Salesloft. Thanks to a strong development team and their well-coordinated work, this product is constantly adapting to the market and always meets the needs of the modern sales employee. It can be used as the main tool and for complete process control (telephone bases, Email and interaction with people).
DiscoverOrg. Enough famous service. This is a kind of gold standard, which will not only simplify the work with numbers, but also help in working with customer bases.
If you use any CRM system, never be afraid to test and use all its features. Many products have stand-alone versions, but you can use several services at the same time in a complex.
And here, by the way, are two common excuses for a lazy salesman: Too much competition " and " I don't have enough budget to use the tools ».
Fourth- do not waste time - both yours and the client's
It is advisable to make a list of specific people who could potentially be interested in your offer. This will help not to waste time on each contact, finding out whether the interlocutor is interested in the service.
Rejections will be much less if you know who you are dealing with. Make sure you only have people and organizations on your call list that you can really help.
Criteria for selecting organizations:
- field of activity;
- budget level, number of employees;
- geography;
- related fields and technologies.
Criteria by which it is worth selecting an interlocutor:
- his role or position in the organization;
- the tools he uses in his work;
- to whom this person reports on the work done;
- who or what he controls.
If you call someone who doesn't meet your ideal criteria, you're stealing your time. If you call someone who can take advantage of your offer, then you help him improve his life and business. And to myself too. Don't waste your precious time trying to persuade people who don't want what you're selling.
Fifth- be an actor, not a robot
A cold call is a scripted action. And you have to "get" into the role - as an actor.
Actors also act according to the script. However, neither in the TV shows nor in the movies do they look like a bunch of robots that talk and look at each other in a pattern.
They are full of real human emotions! Therefore, even when acting according to a clear plan, speak like a real person. No need to just "read from the sheet."
This is easy to deal with, especially if you are interested in work and results.
How to use scripts (with examples)
1 step 1 A: First, take a good look at your introduction and value proposition. If you know how to explain who you are and why someone should listen to you, your adjustment to the conversation will be easier and faster.
“Hi, this is Alexander from Company Z. We are in the business of collecting and analyzing data, and I would like to know if this can be of benefit to your team. Do you have two minutes?
2 Step #2: Then write out open-ended questions that will open up your conversation. When you ask a question, be prepared to listen and hear. Don't just wait your turn.
“When you close a deal, how does your company use that for future contracts?”
3 Step #3: Then come up with clear answers to common objections. If you are just learning, it is better to write down the answers on paper and keep them in front of your eyes. Without experience, it will be difficult to navigate on the fly.
Example objection:
“Now we are more focused on the top of the funnel. And the results are satisfactory so far. So we're happy, thank you."
Response Example:
“This is just one small area where data analysis can be usefully applied. Imagine that you have information about all the results and profits of previous years. With this data, your team will be able to achieve results 2-5 times faster.”
4 Step #4: Finally, train until you sweat.
Ask someone else to pretend to be the buyer. If you are in the same room, close your eyes. This is necessary so that you can hear, and not see the interlocutor.
Ask your assistant to gradually increase the "resistance level".
This technique alone will give you incredible results..
Start with zero objections and gradually work your way through the scenario to the most difficult objection. Then think over the answers to each objection separately in advance.
Train hard. You need to work out the answers to small objections at the beginning of the conversation (like " I am not interested”) and complex ones at the end, such as “ Just send me an email».
Sixth - balance between quality and quantity
Cold calling is effective when you follow best and proven practices:
- YES: do not be afraid of failures, but approach them creatively.
- YES: practice, practice, and more practice.
- YES: prepare open-ended questions and detailed answers to objections.
- NO: Call random people you can't be of help to.
- NO: call without preparation (Stick to the script!).
- NO: torment yourself with tasks that can be solved automatically.
Now you are prepared and set to think in the right direction, as well as use the right tools and techniques. Now success is much closer.
! Important. If you don't feel like or don't have time to make cold calls yourself, you can try asking others to do the work for you. This can be easily done on the Kwork freelance exchange for only 500 rubles, there is a large selection of volunteers, the main thing when choosing a performer is to first read about
Best Books on Cold Calling
- Cold calling techniques. What really works.
- Call master. How to explain, convince, sell over the phone.
- Golden Rules of Sales: 75 Techniques for Successful Cold Calling, Persuasive Presentations, and commercial offers which cannot be denied.
- sales scripts. Ready-made scenarios for cold calls and personal meetings.
- If the buyer says no. Work with objections .
Cold calling is not a waste of time. Stop listening to the so-called "experts"
6 Cold Calling Myths We Debunked
- Cold calling is dead.
- Cold calling is outdated.
- Cold calling is a forced activity.
- Cold calls are too unreliable.
- Cold calling leads to the "robotization" of employees.
- Cold calling does not meet the quality rules and is used by amateurs.
1 "Experts" and so-called "gurus" have said that cold calling is dead. With such an influx of negative information (and even with your own bad experience), it is easy to doubt the operation of any technology. Emerging industry leaders have been calling for years to stop cold calling. And many support them - from ordinary sellers to leading marketers.
And yet: THEY ARE NOT DEAD .
2 It's easier to say it doesn't work than it is to learn how to do it right. If you've tried cold calling once or twice and failed, it's easy to join the technology haters. However, any sales skill takes a lot of effort to master. And cold sales are no exception.
3 Many salespeople are forced into cold calling. There are many ways to lose interest in work. All it takes is one manager demanding "50 sales a day" from you. With this approach, anyone will lose their appetite for activity.
4 This is unreliable and distracts a potential client from business. Personally, I like the idea of selling the way people want to buy. And I am a big proponent of optimizing the sales process in this direction. However, we apply this concept equally in all areas. That is why we are afraid to “interfere” with a potential client.
5 Nobody wants to be a robot. A script is a friend of a cold caller. However, most never learned how to use it properly. Speaking like a robot is caused by a lack of experience, and not necessarily a condition of technology. And in general, unnaturalness and pretense is a sure recipe for disaster.
6 Fast food has taught us that quality and quantity are enemies. No one has ever walked into a McDonald's expecting high quality food. Everyone expects a lot of food at a low price (although I would argue that they have added a lot of fancy items to the menu for a reason). Now, people tend to view cold calls as something Bad quality. However, this is nothing more than a habit and has nothing to do with reality.
5 Cold Calling Strategies You Should Know About (Research)
Many people associate cold calling with something complicated and ineffective. Like, you have to sweat. Without the use of proven strategies, this is indeed the case.
After all, you're invading the life of a complete stranger and only have ten seconds to prove your worth.
You are clearly aware that, most likely, after your words, the interlocutor will hang up, limiting himself to “No, thanks.”
Let go of panic.
Below are five simple and effective calling strategies that will ease your stress and turn cold calls into warm calls. So, here's how to boost your confidence and get more leads:
First, smile
The next time you pick up the phone and dial a number, keep a smile on your face for at least twenty seconds. It doesn't matter where you are - in the conference room or at your own table.
At first, you may think this is stupid. However, recent experiments have shown that a smile, whether sincere or not, still brings some benefits.
- Reduces stress. A researcher at the Kansas University Research University found that smiling during a stressful situation can reduce the severity of a negative reaction.
- Decreases heart rate. Even just slightly raised corners of the lips will be effective in this matter.
- Improves mutual understanding. Smiling influences how we speak. For voice and intonation. And to such an extent that the person on the other line can catch the expression on your face and even determine the type of smile. When exactly a person will “hear” your smile is a matter of time. The whole secret is in mirror neurons, which are able to pick up minimal changes in intonation and tone of voice.
An added benefit: Your inner feelings are reflected in your face. However, this pattern also works in the opposite direction. So smiling helps improve your mood.
Stand like Superman
Research by social psychologist Amy Cuddy proves that body language matters. Even if the interlocutor does not see you on the other line. Stand in a confident power pose (legs apart and hands on hips) for two minutes. Then a cold call is more likely to be successful. And that's why:
- The level of testosterone in the body will increase (increases the degree of confidence).
- Cortisol levels will decrease (this will reduce stress).
This rule applies even when you are at your desk. Sit up straight and don't slouch. This will help you feel in control of yourself and remove the interfering feeling of nervousness.
call a friend
This practice comes straight from Yesware CEO Matthew Bellows:
“Take with you a photo of a loved one who is extremely dear to you. Put it on your desk or make it a screen saver on your computer. The next time you call another potential client, imagine that now you will not be talking to a client, but to the person in the photo.
If you're not a fan of tabletop photos or you're in a meeting room, just quickly scroll through the photos on social media or your phone's album.
Why it works: looking at a photo of a loved one, you not only become a little happier, but also reduce stress levels and calm yourself. This will make you less susceptible to failure.
Say only one or two phrases at a time
This cold calling technique is simple but often overlooked. Studies show that the brain can only take in information for 20-30 seconds. So break up a 15-minute conversation into 30-second chunks.
Be concise and specific. No need to overload a stranger with information or industry terminology. Speak simply, clearly and clearly. And don't be afraid to explain things you don't understand.
If your interlocutor starts asking for specific information, then he is interested. Don't miss this opportunity. Schedule a meeting during which you can discuss all the questions and nuances in more detail.
Love rejection (yes, that's also a cold calling strategy)
Do you feel comfortable when you get rejected?
For a seller who works with cold calls, the answer should always be “yes”
For example, instead of targeting a specific number of “yes” per day, one management consultant decided to hunt for “no”. He soon realized that the desired number of "no" was unattainable for him - because he received too many "yes".
Focusing on failures has a doubly positive effect. This allows you to increase the speed and efficiency of sales.
7 Techniques to Increase the Rate of Return on Cold Calls
Not all potential clients agree to offers. The outlook may be disappointing. However, regardless of whether you are talking in person or on the phone, the main task is to interest a person and attract him to the company.
This process is often complex. Especially if this kind of work is new to you.
Here are 7 tips to improve your lead generation rate:
- Focus on the potential client, not yourself.
- Prepare all questions in advance.
- Don't blindly follow the script.
- Do not exaggerate your abilities at the first meeting.
- Don't try to get sales the first time.
- Stay natural and relaxed.
- Analyze what exactly you are useful to the client.
1 Put the customer in the spotlight. Concentrate all your attention on the interlocutor and his needs. Especially if you have little experience in cold calls.
You don't need to go into detail about who you are and what you do. Don't talk about the organization.
Remember, the main topic now is the customer. Not you. Full orientation to the potential client and his needs is very professional. And you are a professional.
2 Plan your conversation ahead of time. More information means more chances to sell. The more data you can get from the interlocutor, the easier it will be for you to recognize future prospects and plan actions. Especially in cold calls.
The survey is important. The questions you ask need to be thought through carefully. And also distribute it in stages - in a logically constructed chain from the most general to the very specific.
3 Be Responsible When Choosing a Scenario. After finishing your introduction and seeing that the client is still interested, ask him about the business, the situation in the market or in the field in general, about the budget, and so on. Quite often, people share this information in exchange for your offer. Or rather, the benefits that you promised in the introduction.
To be more or less guaranteed to hear the answers to the right questions, ask something like this:
“Imagine that you have magical powers and now you can get rid of three problems in your business or industry. What are these problems?
“If you could provide the ideal environment for your company to grow, what would you change?”
“I would like to meet with you personally to discuss the needs of your firm and the possible benefits of our company's services. How about Thursday at 2:00 pm?”
Always keep in mind: a cold call should be personal. Concentrate on the needs of the interlocutor. Think of him as a separate person with his own qualities and characteristics.
This allows you to build trusting and long-term relationships with customers. Acting strictly according to the script can make a cold call really cold - impersonal. And we don't need it.
4 Do not exaggerate your chances during the first meeting. If you are meeting with this client for the first time, you should not go “fully armed”. In other words, it is better to take an ordinary small folder with you than a huge briefcase full of samples and documents.
If the person is interested and wants more details, you can always go back to your car and grab whatever you need. In this way, you reduce the stress of a possible failure. So open your cards gradually.
5 Don't try to get sales on the first try. The first sales experience is rarely successful. Better focus on gathering information. If you offer something on a budget, then much less data will be required. Ask questions and take notes.
Try to build a strong relationship with the client. Let the call and subsequent meeting be friendly.
6 Do not "stress" the client. The more relaxed and comfortable your interlocutor feels, and the more he opens up to you, the higher the likelihood of selling the service and acquiring a regular client.
To do this, you need to relax yourself. And be natural. This will greatly increase your attractiveness.
7 Find out how your client will benefit and what will make him accept the offer. In each case, you can highlight some advantage that will really interest a person and encourage him to accept your offer.
At the same time, every client has fears and suspicions that will make him refuse to cooperate with you. Your primary task is to find out what exactly will encourage the interlocutor to buy, what benefits he expects. And also - learn about his fears and doubts that can keep him from purchasing a service or product.
X Bonus Tip A: Don't be afraid to ask more questions. Asking is helpful and beneficial. Especially in cold calls. Questions are a truly magical tactic.
You can ask something like this: “Mr. X, in practice, we found out that the reasons why a person agrees to cooperate with us are always different in different cases. What is the reason for this in your case?
If you're being honest, as well as being open and natural, feel free to ask more questions. Show genuine curiosity. And the answers you hear will surprise you. As a rule, a potential client is always ready to provide the information necessary for the sale. Especially if the conversation goes well, and the proposed service aroused interest.
Remember, the main thing is to ask.
The perfect cold call script
You have a list of names and phone numbers. Before the end of the day, you need to make 100 calls. Your sales manager has given your team a lot of work, so you're all dialing and dialing and dialing...
Now all you need is a script. And not just any ... But the best, the coolest. Which is working.
But before I give you the key to the door, let's see how a typical cold call goes.
An example of a typical cold call
**Beeps, pick up the phone**
Potential client: Yes?
Salesman: Good afternoon, my name is Dmitry.
(Pause 1.5 seconds)
Do you have a couple of minutes?
I'm calling about software, which may interest you and solve your most significant problems.
How do you see our offer?
Potential client: I'm actually busy right now...
Salesman: Maybe you need to test the product? We have all certificates.
Potential client A: We are not interested.
Salesman: Well, are you already at the stage of making a decision? Give us two hours and we'll call you back.
**Customer hangs up**
Do not laugh. There are many such calls. And this happens every day. And you probably won't be surprised to learn that they hardly ever convert: positive responses are less than 1%.
This means that if you call 100 people, you get only one consent. So if you're calling your potential customers and telling them all the same thing, just stop.
So you lose credibility, worsen the reputation of your own and reduce productivity.
If you follow this script (the best cold calling script), it can go up to 14-20%. It's still better than 1%.
How to create a working script
1 Step 1: Define 2-3 areas. First, you need to select areas. Your time is valuable - don't waste it on markets that don't fit the product. Think about who your potential customers are and look for common patterns.
For example, it can be a hotel business and retail. Or maybe finance and banking. Once you figure out where to aim, you're ready for step 2.
2 Step 2: Identify 20 prospects. Now it will be much easier for you to find specific companies or people who can benefit from your product or service. Use social networks and platforms for professionals. Let's say you're looking for hotels that could benefit from your yoga courses.
Set specific criteria. And find representatives of these hotels on the Internet.
Voila - the list of potential customers is ready.
It will be easier if you are looking for local or regional companies. People love to do business with "compatriots". If you are in Novosibirsk, then cooperate primarily with Novosibirsk residents.
3 Step 3: Research each potential customer. I know, I know, everyone needs to grab the phone and call. But trust me, spending just a couple of minutes doing a little research will make the process much more successful. So take the opportunity!
Check it out on the internet:
- What area does the company operate in?
- what exactly do they do;
- Have you helped similar companies in the past?
- some "fun fact" about them.
And one more important thing: look at how the company name is pronounced correctly. Nothing irritates people more than a sales representative mispronouncing their organization. So get ready.
To find out how the name is said correctly, you can watch, for example, their commercial.
Couldn't find? Ask by phone: I want to make sure I pronounce your organization's name correctly. Won't you tell me?»
best cold calling script
You may have noticed that now the call is not so cold after all ... You studied your list and prepared well before picking up the phone. I promise you my friend this extra work will be worth it. Now let's move on to the scenario.
First, state your name and the company where you work. Speak confidently and energetically. Do not rush, distorting words.
On the other side of the line begins: “What? Who?". From the very beginning, the call goes so-so.
You don't need to speak too loudly. Just make it clear and distinct.
After you say "This is [name] from [company]", pause.
Sometimes it's difficult. Especially if the call is cold. Many people want to go straight to the offer. But I want you to take a deep breath and just be quiet for those eight seconds.
While you are waiting, the client is going over in his mind who you might be. They think it looks like you know them - are you a customer? Former employee? Current? Thus, you stole his attention, the one on the other side is now interested in you himself. Tricky move, right?
Now the conversation is already somewhat different from the standard cold call. Then you strike the interlocutor with a question - to establish some contact. Your goal: to show that you are familiar with him and his company.
Here are some sample questions:
A good question will be relevant and make you smile. If the interlocutor makes contact, ask the following question.
For example, if the client says " I took business English courses there, they have quite strong teachers", you can answer "Great, I think I will recommend them to my niece."
In the end, the potential client will still ask: “ Why are you calling?«.
You can first joke, and then seriously state the reason for your call. Humor simplifies everything and helps to establish contact. However, you have to be careful with humor.
For example, if your potential client is in a hurry, you have to adjust to it.
Present the product, tell how it is useful in a particular area. This is called positioning. And this will show by example how you work with similar companies and help them solve certain problems. You don't have to talk about yourself like most "zombie robots" do.
Here is an example representation of the service:
« I work with sales managers in hotel business. My clients are looking to improve performance sales agents. Are there similar needs in your organization?«
Since you've made inquiries beforehand, the answer is likely to be yes. Just answer: Tell me more about it«.
Note: most of the conversation was about them! Now you will probably be told about the problems and goals of the company. And this is valuable information that will help build a further conversation.
! Important! There are people who specialize in writing call-based sales scripts. You will be provided with an effective conversation template. You can find such a specialist for your niche on the kwork freelance exchange.
Changing the script
I love helping newbies. I was in their place and I know what difficulties I had to face. Help is good for the company and for their career. So, the script and the course of a cold call can be slightly changed.
We have a common practice in the company called “just ask”. She encourages the younger ones sales representatives contact sales leaders for help in organizing meetings with executives or potential customers. As soon as a rep asks for my help, I ask for something in return: a website URL, a person's and company's social media profile, and so on.
This allows me to quickly become familiar with the person and organization I'm about to call. As soon as they pick up the phone on the other side of the line, I use my standard greeting: " This is [name] from [company]", pause.
If you are calling any junior executive or even a mid-level employee, chances are your call will go through an assistant or secretary. They are more likely to pass “Oleg Stanislavovich, Sales Director at Company X” than “ , Sales Representative at X«.
They will know who you are. However, they will still be curious as to why you called. Keep them tight. As in the scenario above, I will spend a few minutes asking about the persona of the responder. Here small examples:
- "Which do you like better: cats or dogs?"
- "What do you prefer for breakfast?"
- “Can you recommend a cozy restaurant in [the city of the Prospect]?”
When the conversation gets closer to the reason for my call, I say, "I called to help." This phrase usually stops the interlocutor. Then I continue: "My sales rep asked me to start a conversation with you." This allows me to easily steer the conversation to the representative if the conversation is going well.
Next, I use the above positioning: " I work with sales managers in the hotel business. My clients tend to want to improve the performance of their sales reps. Does this sound like your situation?«.
The previously studied interlocutor will answer “ Yes". And that's when my active listening kicks in. I say: " tell me about this". Once they've finished talking about their pain points, I repeat what I heard: " So what I hear is... and I propose to discuss this in more detail.
As a rule, the interlocutor agrees and offers to contact within a few weeks or months. I often answer: How about tomorrow?". In most cases, something like this follows: Of course, what time?«.
Everyone wants their day to go well. Take advantage of this and make the interlocutor smile or laugh. Give them the opportunity to talk about their problems. And show that there is a solution. And it is yours. Solving other people's problems means more sales.
How to bypass the secretary during cold calls - 4 ways
Secretaries and other intermediaries are still one of the biggest problems with telephone communication. Questions like " Does he know who is calling?" or " Will he know what is going on?", or " Has she spoken to you before? enough to cut sales in half. If you follow the philosophy outlined below and then adapt and take advantage of any of the provided scenarios, the speed of transferring the handset to the decision maker (DM) will increase significantly.
And the key position of the philosophy is this: stop hiding something, cheating or deceiving the secretary. Mislead him that you have already talked with a potential client. This also means that you do not need to give only your name and do not indicate the name of your organization. The rule is:
Secretaries just need to know your full name and your company name. They are not guards. This is necessary so that they can understand who is on the line. In most cases, this is sufficient. Use the following proven methods to help you get to the right decision maker faster. Perhaps even without other intermediaries. So:
1 Technique #1:"Please please". This method has already been described many times, but it is still effective and easy to use. And increases the chances to 65-75% (I still use this method and it works). Here's how it goes:
Secretary: « Thank you for calling ABC Company, how can I help?»
You: « Good afternoon, this is _______ _______ from (your company name). Please, can I speak to ________, please?«.
That's all. Simple, easy and effective. And it's important to say it with a warm smile in your voice and make sure you use "please" twice. Use the template: "can I please speak to...". Another key is that you give your full name and full company name (even if it's not required).
2 Technique #2: If you don't know the name of the client you need to talk to, use the " I need a little help please". Try:
Secretary: "Thank you for calling ABC Company, how can I help you?"
You: « Hello, this is _______ _______ from (your company name), I need a little help«.
[It is critical to WAIT for the person to ask how they can help]
« I need to talk to the main employee who is involved in (your product or service). Could you tell me who it is please?«.
In more than 50% of cases, if you asked well enough and waited for a response, the registrar or secretary will send you to the right department. When you get there, just use the previous technique again. And then you will most likely be connected with the right person.
There are three keys here: 1 - Be polite and speak with a smile on your face, 2 - Use "please", 3 - WAIT for an answer from the interlocutor before asking the right person. This technique only works if you follow the above 3 steps.
3 Technique #3: If you don't know the name of the right person. An alternative is to ask to be connected to another relevant department and then use the technique above. This is a great way to completely bypass the secretary and thus avoid all the middlemen. Use this technique:
Secretary: « Thanks for calling ABC Company, how can I help?«.
You: « Good afternoon, could you put me in touch with the marketing department, please?«.
Again, be careful and use that powerful word "Please".
4 Technique №4: If you continue to be sent to intermediaries, you absolutely must know how to respond. Use any of the following methods:
Registrar Question: "Pavel Semenovich is waiting for your call?".
Your reply: « I don't have an appointment, but could you tell him that _______ _______ is on the line?«.
Question: « Does he know what it's about?»
you answer: « He doesn't know specifically, but please tell him what it is about (one of the main problems of the client), I'll wait, please«.
(The key to the above answer is that you are not going to mislead the registrar, you are just using "please" and the patterns above).
If you are asked: « Have you spoken to him before?»
you answer: « Not about his current affairs, but could you let him know that ________ _________ of __________ is on the line?«.
There is no doubt about the effectiveness of these methods. After all, they only seem simple. In fact, these are powerful techniques. And they work. Especially if you monitor the "temperature" of your voice and do everything exactly as indicated above.
Just remember that the main task of the secretary is not to alienate you from the right person, forever redirecting you to other intermediaries. Its function is to convey accurate information about who is calling, from which company and for what reason. Can you face difficulties? Of course. Do these methods work always and 100%? Of course not. However, if you use them consistently, you will find that they work 70% of the time. And I bet it's a lot better than your current methods, isn't it.
Outcome
Follow the above recommendations, strategies, tactics and scripts and your sales will increase. If you plan to delegate cold calls, then let your employee read this guide. Gain experience, generate successful leads, and build long-term relationships with your customers. If you already had experience of cold sales, share it in the comments. What was your first cold call?
In this article, we will tell you why they should be avoided by the owners of organizations when they choose the type of activity in order to, and sales managers who want to be successful and build a career in sales.
So, let's go straight to the main point.
What is cold selling- this is when the buyer does not really need your product or service, and you urgently need to sell him. Such a buyer, not yet suspecting that he will become your client, can be anyone. And this buyer needs to be found, for example, by calling the base of enterprises. or base individuals, bought from some programmer who hacked into the customer base of some site (sometimes sites themselves sell contacts of registered users, but this is a completely different topic).
The organization receives or itself forms a database of contacts of potential customers who have not previously used its services, and then managers stubbornly and persistently begin to call everyone. Therefore, very often cold sales are associated with cold calls - when managers call uninterested potential buyers and try by hook or by crook to "sell" their product or service, which causes a predominantly negative reaction from the people to whom these calls are made.
Frequent failures tend to have a negative impact on sales managers who have a high degree to the interlocutor. They lose motivation to work, the psychological and then the physical condition of the manager worsens. This is reflected in the working results. Well, if you have an extreme degree of psychological stability and are ready to turn a blind eye to negative client emotions, in this case, cold sales suit you. Well, if not? If you hear people and are ready to take their point of view? In this case, you will not have big cold sales and super-results. In this job, you are guaranteed. So, there will be no prospects in the chosen direction. You yourself will be dissatisfied with your results. And you will constantly be afraid of being fired, which will also not add stability and tranquility to your life.
Now Let's talk about the importance of cold sales for business.
They are used in cases where the client has no particular interest in your products or services. He doesn't need to buy. And you really need to sell. How to do it? Only by forming a customer's need for your product or service.
However, it can take years and significant funds to create a need among the population or organizations. You need a comprehensive advertising campaign that tells everywhere about your product or service, about how it is used, and about the benefits that a person will receive if he makes a deal. For such comprehensive information, it is necessary to use advertising on television and radio, shoot information programs, write articles - use a large number of advertising, informational and financial resources. Well, if there are many offers on this market, in this case the client will know that you need you much more than he needs you, and will demand special conditions. Your managers will spend a huge amount of working hours to find such a client and persuade him, which in the end can become not only unprofitable, but also unnecessarily labor-intensive.
Similar complex advertising companies only companies with large marketing and advertising budgets can afford it. That's why small firms or it is better for private entrepreneurs to avoid the type of activity where the need for a product or service has not yet been formed.
If your company does not need cold sales and customers come to you on their own, your organization has an advantage in the market. Your task is to make sure that when coming to you, the client could not go to competitors and make a purchase from you. What is needed for this? Provide the most complete and high-quality service or sell (especially when it comes to services). This means that the assessment of the quality of the work of a sales manager or an account manager, the primary link on which the client's impression of your company depends, requires the most attention.Surely you will agree with me that the initial communication with the manager in person or by phone is of key importance if the buyer needs to make that very purchase or use the services. If the manager is friendly and competent enough to answer all their questions, then most likely he will become your client. But in most cases, the opposite happens - the manager does not show interest in the client, does not know how to identify his needs and does not have sufficient knowledge about the product or service to answer all the questions that have arisen.
To make your business grow faster, avoid cold sales, work with hot clients and observe the following nuances:
- Sell products and services that you use yourself. If you yourself need your product or service and you consider it to be of high quality, tell your friends and acquaintances about it. If you need your product, then they probably need it too. When the time comes, they will prefer to use the services of the person they trust.
- Ensure the flow of incoming calls or visits. Consider smart advertising. Check which ad works and implement it.
- Recruit the best managers. If you can't find the best, pay the best sales coach, train your staff, and supervise their work.
- Use affiliate programs, bonuses or gifts for users social networks who will talk about you or leave a positive review. Thus, they can find out about you the target audience and word of mouth will start working. So it will take less time to form a positive image and your efforts will begin to pay off faster.
Below we have posted a useful video that will tell you about additional ways to increase sales without cold calls and the Internet.
The telephone is a tool, and whether the manager builds an effective dialogue with a potential client or not depends on the ability to use it. No one likes when they call him and impose something that he does not need at all.
However, cold calling is not a waste of time. They can and should be made effective by hiring the right managers who will not turn the whole process into a banal phone call. In this article, we will look at what cold calls are and the rules for their implementation.
What is cold calling in sales
All calls can be divided into two broad categories: cold and warm. Warm calls are contact with a client who already has an idea about your company. For example, he previously purchased a product, or was simply interested in services. The purpose of warm calls is to remind you of yourself in order to restore cooperation. Warm calls imply that the operator already knows who his buyer is, as well as how he can be interested. What then are cold calls?
Another thing is cold calling. Here the operator knows almost nothing about the client. Communication goes according to a script written in advance. The operator calls the database of potential customers and offers the company's product. As a rule, cold sales have low efficiency, however, sometimes they are the only way to get through to the head of the enterprise.
According to statistics, only 1 client out of 100 "falls" on the operator's hook and performs the action he needs, for example, purchases a product.
In what cases are used
The B2B industry is not complete without cold calls. So, this sales technique has just begun to gain momentum. What is it for?
- for a constant influx of new customers into the company;
- to announce that it has entered the market new company or service;
- in order to update the client base;
- to select the most promising potential customers.
Video - how to write sales scripts for B2B:
AT Russian practice Cold calls are most often used in areas such as advertising, manufacturing, wholesale, and everything related to real estate.
Pros and cons
Although seemingly ineffective, this method of telemarketing has several advantages. Let's consider the main ones.
- Such telemarketing much more efficient than distributing flyers and other printed materials. Moreover, it is through telephone conversation you can ask for a personal meeting with a responsible person.
- Client automatically set up for business when communicating on the phone, and this also helps to sell a product or service.
- Telemarketing is effective method conduct research. So, even if the operator failed to persuade the client to buy a product or service, then his interlocutor probably answered some questions, on the basis of which a more accurate map of the target audience can be made.
- The effectiveness of cold calls directly depends on the manager who implements them. So, you can increase it by hiring the right competent specialists.
Video - examples of cold calls for a manager:
Options for organizing sales in the form of calling customers in the database
In order to organize cold calls, you can either involve the managers of your organization, or outsource this process, for example, to the Call Center. Both options have both pros and cons.
Own managers
How good are your managers? They know everything about their product. So, you will not need to give them information about what you are going to sell over the phone. Also, the organization of calling the base by your own staff is a cost minimization, because you do not need to pay a third-party organization. In addition, there are the following nuances when organizing telemarketing by your employees:
- Human factor. When making about a third of cold calls, the operator is faced with negativity: people on the other end of the phone are rude and just hang up at the most inopportune moment. If you do not want your employees to be negatively affected by nervous secretaries and negligent directors for the next few weeks, then it is better to outsource cold calls.
- You'll have to on your own write a conversation script, according to which the call will be made.
- Ordinary managers most likely unfamiliar with technology active sales and therefore the effectiveness of cold calling performed by ordinary employees will be somewhat less than if you entrust it to professionals.
Cold calling through regular employees is effective when the customer base is small and you are in the mood for a good return on telemarketing.
Agreement with a third-party CALL center
Outsourcing a task has several obvious advantages, chief among which is efficiency in making calls. Call center operators have developed a sales technique for themselves and it is easier for them than for company managers to reach out to the decision maker. The services of a third-party company should be used if the client base for calling is very large and the process will take a long period of time.
You should not assume that since Call-center employees do not have an idea about the promoted product, they will not be able to complete the sale. In fact, in cold calls, it is enough to know the technique of conducting them, and not information about the product being promoted.
The disadvantage of this method of conducting cold calling can be called monetary costs, since the services of outsourcing companies are quite expensive.
Cold calling as a telephone sales technique
Cold calling in marketing is a whole science that has several sections. So, one of them is the conversation pattern. If you call the company, you will most often get to the secretary or operator. But how do you get to the contact person you need?
Universal Conversation Scheme
Almost every cold conversation consists of several stages. So, when you call the company, you get to the secretary. As a rule, more than half of cold calls end here, because a competent secretary will never let a "salesperson" to the manager. If the manager successfully bypasses this stage, then he faces the following tasks:
- Get to know the decision maker and try to establish contact.
- Understand what is needed potential consumer. Talk about the company's product or service. Respond to all objections.
- Set up a meeting with the goal of closing it with a sale.
LPR - what is it in sales
The decision maker (decision maker) is the person in the company who can approve or, on the contrary, make adjustments to the project. Do not assume that this person must necessarily be a director. So, sometimes this person is the deputy director, commercial director, head of the sales department or just the general manager. It all depends on how the hierarchy is built in the company.
It is not easy to find an approach to such persons, however, with a competent conversation, the operator has the opportunity to bring the decision maker to a cooperation agreement, or at least to the fact that he agrees to accept the manager in the office.
Video - how to arouse customer curiosity in the first seconds of a cold call:
In order to calculate the decision maker in the company, you must be a "scout". From your questions to the secretary or trusted person depends on whether you understand who to contact in order to approve the purchase of your product.
The operator must be resourceful and bold in order to clarify who makes the decisions. This can be done, for example, through the accounting department or the purchasing department. Do not be afraid to ask the last name and first name responsible person, this will only increase loyalty to you.
An operator who is trying to convey the importance of purchasing a product must also be a marketer in order for his unique selling proposition to be truly “unique”, and not copied from competitors.
You should be prepared to explain the benefits to a potential buyer, and, knowing his pains, convey the benefits of acquiring the company's product.
If these conditions are met, the decision maker will make contact on his own, without waiting for the final part of the manager's speech.
Skills such as wit, creativity, a fresh perspective, high level communications.
How to bypass the secretary when cold calling
There are many scenarios for bypassing the secretarial barrier. Thus, the task of the sales manager is to determine which approach will be more effective in communicating with a particular secretary. What can be done so that the secretary connects with the decision maker?
Enchant
In order to bypass the secretary, you can use flattery. A couple of compliments should be thrown in his direction regarding his professionalism in his work. In most cases, this immediately increases the secretary's loyalty to the operator, and he will be ready to connect him with the decision maker.
Recruit
You can pretend that the director/sales manager/deputy boss himself asked you to call him back. In a dry and persistent tone, you need to introduce yourself to the secretary and say that the decision maker is waiting for a call from him. This trick often works.
Video - 11 tricks for passing a secretary with a cold call:
However, it will not work to “recruit” a secretary who is no longer young and experienced. As a rule, on large enterprises the director is "protected" by a woman of Balzac's age, who immediately sees through the recruitment attempt. If the operator feels that this method will not help here, then the only option left is to be polite and courteous and ask the secretary for help.
cheat
Not everyone can cheat, however, this technique also works. For example, you can call the secretary and say that such and such a company is preparing for a purchasing manager business letter, but cannot find his last name, first name and patronymic, as well as contact details in order to transfer a business letter. The secretary can not only suggest the name of the right person, but also give an e-mail or even a phone number.
Show resistance
Not everyone can apply pressure, but power techniques work great. The main component of such a technique is the "staging" of the secretary in his place. So, after he refuses to connect you with the decision maker, you should ask who exactly is involved in the decisions, and also clarify that this information will be reported to the company's management. The secretary will return to his post and it will be possible to continue the usual live communication.
You can find out contacts not only from the secretary, but also from other employees of the company. As a rule, they have less contact with "salesmen" and it is for this reason that it is much easier to find an approach to them.
Using scripts
A script is a pre-planned sequence of actions that is executed as the call progresses. A scenario can be called a script, where the choice of this or that action depends on the action of the “opponent” (DM or secretary).
Scripts help to conduct a conversation as fruitfully as possible: for example, practice has shown that working with scripts increases the likelihood of a sale up to 30%.
Scripts come in two types: rigid and flexible. Hard scripts suggest that there are not so many options for the development of events. Rigid scripts are used when the promoted product has many advantages and it will be difficult for a potential client to refuse the operator. For example, you simply offer a huge discount, or some other benefit that your competitors do not have.
Flexible scripts will be used when the promoted product is “complex”. In order to sell it, creative and creative managers are required. There are many options for the development of events, and that is why flexible scripts are multivariate.
Work with objections
The decision maker will resist in every possible way to make a positive decision. So, scripts help answer all his objections. For example, the decision maker can say that the company is having a hard time and does not have extra cash now, or simply and clearly answer “I will think about it,” which is tantamount to “I refuse you.”
Consider the most popular scripts to convince the client that his objection is worthless compared to the merits of the product.
- Yes, but along with that …
Convince the client that along with the disadvantage that he identified, the product has many advantages. For example, if a potential customer says that he has heard a lot of bad reviews, convince him that there are ten times more positive reviews about the product.
- That's why….
A potential client wants to think and offers to contact you a little later? It is worth answering such a decision maker that this is why you want to meet with him. The decision maker says that the product is expensive? That's why you offer him a trial version or a huge discount.
- Make the client remember past bad experiences.
For example, he also claims that your services will cost him a decent amount of money. Ask him if he ever bought a cheap product and then went for an expensive one anyway. Surely he will confirm your guess and it will be even easier to close the decision maker for sale.
conclusions
So, cold calls are a time-consuming, but quite effective way not only to attract new customers, but also to clear the customer base of unnecessary counterparties, and also just to make a small reminder that your company will always be happy to provide them with services or sell goods.
Cold calls can be made both independently in the organization, and this process can be outsourced. Both methods have both advantages and disadvantages. Cold calls are only gaining momentum and their popularity as a sales method is growing every day.
Video - cold calling tips:
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