If salespeople expect to be in control of their financial destiny, they have little choice but to make prospect calls. Few salespeople Ive met actually enjoy making cold calls, but since they are a necessity for any true professional salesperson, every salesperson should suck it up and begin developing their cold-calling skills. Here are several steps that I believe will make the cold calls less unpleasant. 1. Do your homework. Try to never make a cold call until you have done enough research on a particular prospect to know a few facts about him and his company. Some personal information will help tremendously. This step alone will set you apart from the great majority of your competitors. 2. Be prepared to open the conversation with a prospect with a sincere complimentwith emphasis on sincere. Everyone enjoys receiving a compliment, so either from the homework you have done or from observations youve made in the field, do your best to find something positive to comment on. This is a great way to make a good first impression. 3. When I introduce myself to a prospect, I like to introduce the prospect to an idea that is unique to me. I do everything in my power to avoid duplicating an introduction that the prospect has heard dozens of times before such as: Hello, my name is Bill, how are you today? Just about all salespeople open conversation this way. Instead, try something like this: This weekend I was working with Prestige Homes over in Spalding Farms and I couldnt help but notice the split level youre building next door. I know how busy you are, but I have a great idea for that house that Id like to share with you. Is now a good time? 4. If you have been given the prospects name from, say, a current customer whom is a friend of the prospect, you might open conversation with something like, Yesterday, I was visiting with one of my good customers, and also a good friend of yours, Liz Sheffield. She asked for me to give you a call and I promised that I would. Do you have a couple of minutes to spend with me now or would it be better if I called back at a more convenient time? 5. Depending on the prospects reaction to your innovative idea (see #3 above), ask permission to stop by for a visit. Explain that you would like to gain a better understanding of the service levels that are most critical to him and see if you can find an opportunity to improve on the service hes receiving from his current vendor. 6. Resist asking for an order on the first call unless the prospect makes the offer. Remember that the purpose of the initial call is to make a strong enough impression to get permission to come back. 7. Before you leave, always express a sincere thank you for the time the prospect has spent with you. 8. Before the day is over, also drop a thank you not in the mail. This is the final mark of a true professional. |
