Many sales people enrol on sales training courses to improve their telephone cold calling skills. Some frankly dislike it with a passion, and some have a natural ability to perform well in this function.
Of course, with the technological advantages offered by internet and email marketing, there’s more scope than ever to attract and encourage clients that is not altogether ‘cold’. However, cold calling remains a valuable and effective sales technique, and there are few things that you can encourage to increase its positive results:
State of Mind
Experienced cold callers spend time putting themselves in a positive state of mind, visualising and anticipating the client’s needs and objections, and believing they can positively use a variety of means to achieve their desired outcome.
Outcome
It’s important to have a set of desired outcomes to reach for – for example an appointment.
Timing
Keep the conversation brief and focused, about 90 seconds is a good target to aspire to.
Scripting
It often helps to bullet point or script the key points you wish to make, but don’t falling into the trap of sounding as if you’re reading a script – it should be a guide only.
Flexibility
Be prepared to veer off script – the best way to get your desired outcome is to gain rapport with the client, and everyone is different.
Courage
Don’t be disheartened by knock backs – treat every call with a positive fresh energy. Your vocal tones will betray your true feelings.
Training
Get some training and support from experienced colleagues, and even structured sales training courses.