Warm Up to Cold Calls Everyone hates making cold calls---until they learn how to do it properly. Follow these 7 steps to overcome your fear, and start dialing for dollars.
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Can you name one of the most prevalent fears among newentrepreneurs? If you guessed "cold calling," you'reright. Some entrepreneurs feel shy about initiating contacts. Forothers, the possibility of coming across as a salesperson makesthem uncomfortable. Yet making telephone contact with prospects isessential, whether it's to form relationships or follow up onleads. If you can't ask for the business you need, you might aswell step aside and watch your competitors steal the show.
The truth is, cold calling is easy to learn and a whole lot offun once you master it. Just follow these seven importantsteps.
1. Practice consultative selling. There's nothingadversarial or pushy about an effective cold call. Simply uncoverand fill needs in a friendly, noncombative way by imagining thatyour prospects are neighbors coming to you for advice. Use the samerelaxed tone and easygoing manner.
2. Know your purpose. What do your prospects need most,and how can you help them get it? One of the best ways to overcomea fear of cold calling is to let your passion for what you do shinethrough. Begin by writing down a statement of purpose thatspecifies what you will help your prospects achieve. Once youunderstand how using your products or services will benefit yourprospects, you'll be excited to tell them about it.
3. Set a goal. Before you pick up the telephone to call aprospect, set a concrete goal for the outcome. Are you hoping foran appointment, the opportunity to provide a price quote or perhapsa chance to close a sale? Decide what you want to make happen, andstructure your call accordingly.
4. Create a three-part opener. A cold call is anunscheduled interruption. Within the first few seconds, you mustestablish a reason for your prospect to speak with you. For bestresults, create a three-part opener that includes your name,company name and an opening benefit. For example, a special-eventscontractor contacting a local retailer might say, "This isJane Doe, president of Doe Special Events. My reason for callingtoday is to tell you about traffic-building events we'vedeveloped for stores like yours that draw qualified newcustomers."
5. Ask great questions. There are two types of questions.Start your conversation with a close-ended question, which revealsa fact or can be answered with yes or no. Then use open-endedquestions to draw your prospect out. "Who is your currentsupplier?" is a close-ended question. "What do you likebest about your present supplier?" is open-ended. Get theidea?
6. Position against competitors. Finding out that yourprospect is using a competitor is great news because it means he orshe needs what you sell. Never directly criticize a competitor.Instead, discuss case histories that demonstrate how customers orclients have realized benefits that only your company canprovide.
7. Ask for the business. Once you've initiated a coldcall and learned about your prospect, close by asking for what youwant. If you can't achieve your primary goal, promise some formof action, and be sure to follow through. It takes multiplecontacts with prospects before most sales are closed, so thepositive impression you've created in your initial contact willbe reinforced as you successfully move your prospect through thesales cycle.
