By Alan Graner
If you’re normal you don’t love cold calling. You see it as a necessary evil. That’s why there are entire books on successful cold calling. Here are eight tips that should make your efforts a little bit easier.
1. 3 Reasons to Cold Call
You want to 1) generate new business, 2) gather market research or 3) develop a business partnership. Once you establish your goal, plan your sales pitch accordingly.
2. Target Your Prospects
Use a targeted list of people you know have previously needed or bought similar products and/or services and who need your solutions.
3. Get Information About Your Prospects
Understand your prospects’ businesses and their challenges so you can give a more customized opening. Otherwise they’ll simply regard you as a waste of time.
4. Write a Short Script
Know what you’re going to say and how you’ll say it. But don’t read it to your prospect. Use it as the basis for a conversation and be prepared when the conversation goes off-script.
5. Make a Good First Impression
Avoid weak opening statements that leave prospects flat. Remember, people buy you before they buy what you’re selling.
6. Be Confident
Know your product or service as a solution to one or more of their problems. Tell them how you’ll save money, time, effort, etc.
7. Don’t Try to Sell Over the Phone
Prospects don’t buy over the phone, especially from someone they’ve never met. Your objective is to set a meeting where you can give your sales pitch.
8. It’s Not About You
Prospects don’t care about you, only what you can do for them. Talk about them, not you.
What tips have been successful for you?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.