My boss wants me to cold call, but I have call reluctance!
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Free Download - CASE STUDY: BIG KEV By Trent Leyshan |
If you are going to cold-call - first make sure that you're 'buying-in' and not 'selling-in'!
Words are meaningless without emotion and emotions are very hard to experience over the phone. In fact, over 50% of communication is achieved via non-verbal cues, such as facial expression, gesture and posture. That means most cold-callers, even the really good ones, are still limited by these phone related challenges. So be mindful, if you are choosing the telephone as your initial point of contact and introduction with a potential customer, you are already on the back foot, which means you need to work smarter.
A sales tip: Don't cold-call unless you are 'buying-in' with your customers. That means; understanding when they pick up the phone they are expecting a buyer or at the very least someone that is going to add value to their business and their lives, not a seller - so don't disappoint them - buy-in first!
'Buying-in' is an empathetic approach to selling that enables you to cut-through to your customer's feelings and see the world through their eyes. This requires taking a genuine interest in them and their best interests. Moreover, how you can help them achieve their goals and aspirations in some way. Simply attacking a database with an open calendar and a positive attitude is not good enough. All the Glengarry leads are well and truly long gone!
Make sure your introduction and subsequent dialogue is all about helping the customer. You have to demonstrate you are 'interested' to be 'interesting'. If you are receiving this response: "Sorry, I'm not interested, goodbye!", what the customer is really saying is: "You have not demonstrated you are genuinely interested in me or my wellbeing enough for me to be interested in listening to what you have to say".
For many companies 'buying-in' is too hard. They just don't make the time, nor do they possess the desire to create and develop 'meaningful' conversations with customers - the dialogue is all about themselves and little else. Before you make your next call, ask yourself: Am I genuinely calling because I am interested in helping and contributing to someone in a positive way? Or am I simply calling to push my own agenda and make a sale to get paid?
If your response is motivated by the latter, I recommend speaking with your boss immediately and coming up with new and compelling conversation strategies that enable you to 'buy-in'. Also, I suggest that you (and other sales team members) would greatly benefit from regular sales training and coaching that develops you to engage and lead customers to a place where positive testimony and referrals are born. Then you will enjoy cold-calling more, and you won't need to call as much - your customers will call you.
My boss wants me to cold call but I have call reluctance - To learn more about this author, visit Trent Leyshan's Website.
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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