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How can I improve that first cold contact with a potential client?
| Guest post by: Trent Leyshan |
Article Overview: Cold-calling is as much about process, support and leverage as it is about dealing with rejection and maintaining enthusiasm. You have to work to a structured plan and initiative contact as you would a warm referral, i.e. I know who you and your competitors are - and the reason for my call is to help you, just like I have helped others in your space.
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Free Download - Find fear before it finds you By Trent Leyshan |
How can I improve that first cold contact with a potential client?
Sharpen your focus and target small groups of people you are confident you can contribute to most.
Your existing (best) customers will provide the clarity you need to establish this. Less is more, work in a narrow pipe and leverage each call by communicating with benefits, specialised knowledge and commonality - this helps build rapport and develops foundations of trust.
Cold-calling is as much about process, support and leverage as it is about dealing with rejection and maintaining enthusiasm. You have to work to a structured plan and initiative contact as you would a warm referral, i.e. I know who you and your competitors are - and the reason for my call is to help you, just like I have helped others in your space.
I often indulge cold-callers simply because I'm curious to learn what they say and how they engage customers. I recommend any cold-caller do the same to pick up valuable insights. Recently, I asked a cold-caller who randomly contacted me, what the nature of my business was? His response, "Um, could you please give me your web address?" Clearly he did not care about me or my business, nor had he taken the time to buy-in and demonstrate an interest in my best interests.
Traditional cold-calling is about volume and working with the law of averages. Contrastingly, modern cold-calling is more about understanding your niche and carving-a-path to market that engages customers in meaningful conversations and leads them (willingly) to benefits via your sales-process.
What approach should I take when cold calling?
Cold Calling Should Not Create the Sales Catastrophe of Becoming a Commodity
What Cold Calling Business Lead Management Can Do For Your Business
Should You Use Sales Letters Before You Cold Call
Stop By All That Business Your Are Driving By If You Want to Increase Sales
Article Tags: clarity, cold caller, cold callers, cold calling, commonality, dealing with rejection, foundations, initiative, insights, law of averages, leverage, meaningful conversations, narrow pipe, nature of my business, nbsp, niche, referral, small groups, target
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About the Author: Trent Leyshan RSS for Trent's articles - Visit Trent's website Trent Leyshan is founder, CEO of BOOM! A leading international sales training company that specialises in the development of inspirational sales cultures, leaders and salespeople. Early in his career Trent was head tradeshow spruiker and sales manager for Australia's most flamboyant TV salesman, Big Kev. He has since driven two of his own companies from lounge room operations into market leaders. And led sales teams in leading new media and advertising agencies. Trent is a sought after expert and facilitator on sales performance and strategy. He is the Author of sales book, The Naked Salesman: How to walk the talk and sell your way to success! BOOM! develops sales training strategies and delivers inspiring learning experiences for some of the world's most successful and demanding sales driven organisations. Empowering them with modern skills and tools to effectively engage with customers and build stronger and more valuable relationships.
Click here to visit Trent's website   The curse of the BDM Old Gus and his pump Are your Customers Crazy The Power of NO Customers dont care about you unless youre naked They just dont |
Related Forum Posts
Re: Cold Calling
- In my experience the problem with hiring cold callers is that many of the successful candidates already realize that they have a talent for sales and are already working for themselves. Most of the candidates that would take a job cold calling most likely do not have solid selling or client service skills.
I used to work for a brokerage firm in Victoria and we hired co-op students to cold call. In my opinion that was a mistake. Potential clients can sense inexperience very quickly and without a seasoned cold caller on your team prospecting will be very challenging.....the key is to find someone with skills that isn't already doing there own selling....tricky.
Good luck
Phil
Re: Trade Shows - Are They Worth It?
- HI,
I have used trade shows (not participated) to collect potential clients. For example, the Home & Garden Industry is extremely behind the time in regards to their websites. I attended an Home & Garden Expo in Denver and collected all the companies contact information. I plan on cold calling & mailing information to each business.
It also gave me time to research the industry more, talk directly to the owners in many cases, and learn more about what they need.
Jeff
Re: Who hates cold calling?
- Here's how I have had success with cold calling:
Adopt the right attitude.If you fear/hate cold calling, chances are you are feeling like an intruder. The person on the other end of the line isn't making us feel that way. We are. Why do we feel like an intruder? Could be a couple of reasons. One: we don't really believe in the value our product offers. Two: we aren't calling a somewhat qualified prospect. The person you are calling has problems. He/she WANTS solutions.
EXAMPLE: I cold called someone yesterday. An ad agency. The web site offered a direct line to the agency principal. This was the conversation: "Hi, I'm a direct response copywriter who works with agencies who are swamped with writing projects. Do you ever hire outside writers?" [i:4b9wkh89]KEY: In one sentence he knows what I want. Before I called, I know that most agencies hire outside writers. It's a question of whether or not they need one now. [/i:4b9wkh89] His response? Yes. Now , here's where I need to resist the temptation to [u:4b9wkh89]tell[/u:4b9wkh89] him how great I am. I simply said, "I'd like to email you some evidence that shows how I can add value for your clients. Where can I email it to?" He gave me his email address and that was the end of the cold call. He didn't say , hmmmm, that would be nice...he simply, literally told me his email addresss. That's a sign he has a need. I sent him off some recent results I produced for a client. Yesterday he sent me an email asking to learn more about me. Who knows where it will go but it started with a cold call. So, why did this approach allow me to be heard and generate interest? I knew something about my potential prospect's needs. I let him know quickly what I was after. I didn't try to bend his ear with a 'Stop me when you hear something you like' story. Try this and see how if works for you. It's important to believe what you are offering can change the life of the person you're calling. Once you believe that, it's easy to understand that every time you make a call , you have a chance to make a difference for someone.
Re: 3 Ways to Grow Your Business in 2011
- Excellent article, Evan.
One of the areas I want to focus on is increasing increase the frequency of purchases from current clients. I have a good number of clients I've done proofreading work for that I haven't heard from in a while, and my goal is to get in contact with them just to let them know I'm available for future work. I think keeping in constant contact can go a long way.
I do have one regular client who I stay in contact with, and I was thinking of doing something special for her to show my appreciation for all the business she's given me over the past year or so. Do you have any ideas of what I could do? I don't have her address as I was going to send a thank you type package, but perhaps I can do something else. What do you think?
What to avoid when cold calling?
- Cold calling is the nemesis of all sales people. What words to avoid, what not to do when cold calling?
I will start first: avoid the word "maybe".
When you're cold calling, your best chance of success is to be self assured, confident, and 100% well versed in what you are selling. If you're using the word 'maybe' in your sales scripts, you run the risk of sounding wishy washy. It either is or isn't. Pick one.
Another word: "hope"
When you tell your client you're 'hoping' for something, you're not sure, are you? If you're not sure, then why should they be? Never let a prospect hear that you're not 100% behind your product, your company or your service, or it's entirely likely you will lose the sale.
So, what other words should we avoid?
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