Hi confident cold callers!!
I bet I got your confidence up by many a notch after the last 2 blogs on the subject of cold calling jitters and how to win!
So I thought that it is now the right time to discuss some key steps that will help you make flawless cold calls and deliver results!!
I have a total of 6 points to discuss with you and I shall do that in 2 parts- THIS IS PART 1, which will cover the first 3 points..
STEP #1: TARGET REAL OPPORTUNITIES
If you’re going to cold call, you need to target people who are likely to buy.
There are many ways to get lists of leads, but typically you’ll either get them from your marketing group or you’ll have access to an online service that allows you to pull potential prospects off the web.
The challenge is winnowing down that list to the prospects who are most likely to buy. There are three general criteria that are always important:
- Target Industries. Based upon your experience (and that of your colleagues), figure out which industries have both the greatest need for your offering as well as the money to purchase your offering. You should limit your target to one or two industries at most.
- Target Job Titles. Within each industry there are “natural” buyers who either purchase offerings similar to yours or greatly influence such purchases. Based on your experience (and that of your colleagues) figure out the two or three specific titles that this natural buyer usually has within your target industry.
- Trigger Events. For most products (especially B2B) there are key events that signal a likelihood to buy. For example, if you sell services to help companies integrate normally-incompatible computer systems, a corporate merger or acquisition will usually open up a sales opportunity. Other trigger events are job changes, reorganizations, big sales wins in the prospect’s firm, etc
STEP #2: CREATE A WINNING SCRIPT
An effective cold calling script has the following characteristics:
- It is about 30-45 seconds long.
- It includes absolutely no small talk.
- It delivers a specific, compelling reason for the prospect to want to continue the conversation.
- It uncovers a problem in their business that you can help them fix.
If the prospect (not you) identifies something that is having negative ramifications on their business (a problem) AND they are serious about getting rid of that problem, then you “may” have a possible reason to continue. If so, you can set an appointment to explore the possibilities of helping that prospect in some way get rid of that problem.
An effective cold calling script has the following structure:
- Tell them your name and company
- Ask permission for 45 seconds and tell them they can end the conversation after that if they want to.
- Get right to the point
- Help then identify their business problems by offering a short “menu”
STEP #3: PRACTICE YOUR TECHNIQUE
Many sales reps “sound like” sales reps — and that can be a big impediment to making the sale. If you’re selling to decision-makers, you need to sound like a decision-maker, not a sales rep. Every time you sound “like a salesman,” you’re communicating that you’re only there to sell and your credibility flies out the window.
So how did you find these points?? Write back to me , comment on this blog and wait for PART 2!!