Although some of the tips it contains are applicable to face-to-face cold calling this post is mainly about cold calling by telephone. Very few salespeople enjoy cold calling of either sort; however there is no substitute for pro-activity in sales so we simply have to toughen up and get on with the job.
Here are a few tips that may help you get better results from your cold calling -
Schedule your phoning sessions
Set aside specific time slots in your working week for your cold calling sessions. My observation is that, if a salesperson can achieve 8-10 hours of phoning time each week, they will generate enough appointments and follow-ups to consistently keep themselves busy. Work out for yourself how many hours you need to do. Don't try to do all these in one huge session - you'll get tired, your 'knife' will get blunt and results will suffer; break the required total hours in to at least 5 sessions.
Don't allow your phoning sessions to be interrupted
Shut your door (if you have one). Put up a 'Do Not Disturb' sign if you have to. Develop in yourself (and your work colleagues) the attitude that, during your phoning sessions, nothing, but nothing, is more important. Except maybe if your building catches on fire!
I realise that this is not an easy thing to do. However, if you can do it you will get maximum return for your cold calling time.
Develop a script
Scripts are sometimes seen as being old-fashioned in some quarters but, to me, the advantages they provide far out-weigh any of their negative aspects.
When you develop your script talk to other, more experienced and more successful salespeople and get their input.
Remember that one of the key benefits of using a well-designed script is that you don't need to worry about what you are going to say (you already know that) - so you can focus your attention on your prospective customer and what they are saying.
Include answers to Stalls in your script. It's natural for prospects to 'stall' when being cold-called so we shouldn't be surprised when they do. When designing your script include answers to the stalls you receive most often.
A final benefit of a well-designed script is that it will lead you to an effective 'close'.
Rehearse, rehearse, rehearse
It's important that you get used to the sound of your own voice saying the words of your script - it's part of taking ownership of it.
With that in mind get plenty of rehearsal time - especially with your answers to the stalls. One good way to do this is to enlist the help of a work colleague to play the part of the prospective customer. It may be appropriate to take it turn-and-turn-about.
Keep good activity records
Activity records are the match stats of the sales game. Activities I suggest you count, as a minimum. are tries (the number of times you pick up the phone and dial a prospective customer's number - whether the phone is answered or not), contacts (when you talk to the person you want to talk to) and appointments booked. These numbers will give you a good handle on your effectiveness and also to spot any significant variation over time.
(Sometimes I've been asked about the advisability of counting tries. My response is that the picking up of the phone hand piece and the dialling of the number is the hardest part of the process and deserves to be counted.)
Don't wait until you feel like it
Being human we can sometimes put off our phoning until we feel like doing it. Two things to remember here are (1) we rarely feel like doing it and (2) the first call is the hardest - once that's done the rest is easy.
(The up-coming post for Wednesday 3/12 is About EASE. It's about the easy-to-use EASE sales format.)
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