Whether you work for yourself or a company who’s main objective is to sell a product or service, you need to know how to cold call. Cold calling is a method used to attain new business by making unsolicited phone calls to prospective clients. The most important thing you need to remember before starting cold calling is the need to target the right customer. For example, you don’t want to try to sell the next hottest pair of red espadrilles to the buyers at Nike. The right attitude also helps in being able to cold call properly. You need to see it as a challenge; there are plenty of other people that are perhaps trying to sell the same product as you are. You need to stand out from the crowd.
Your first step is to know the product that you are selling. No one is going to buy something from you if you’re not knowledgeable about your own products or services. If it’s your own product, you should know it inside and out; however, if you are working for a company that is selling merchandise and/or services that you don’t know much about, research the product and talk to people within the company. Not only will you gain insight about what you’re selling but you’ll also come across as a very competent employee. Just remember, take notes on everything you learn. People love to help but not if they find themselves answering the same questions time and time again.
Your second step is to research the company that you wish to cold call. You need to find out if this company is the right prospect. Chances are, your potential client’s interest in you will go up if you show knowledge about their company and show you’re interested in their business. You can do research online or through word of mouth to find out more information. You also may want to invest some time into researching with whom in the prospective company you should be calling. You may find a name online or obtain the name through a receptionist or assistant.
Your third step may be to get an inexpensive promotional gift that is unique. You want the potential client to remember you when you call. Sending them something that is “one of a kind” will stand out to them and you’ll outshine the competition. Some companies make the mistake of sending out too much literature about themselves. Your client won’t need to meet with you if he/she has all the information about your company in front of them. You can do a better job at selling your product and company in person than a piece of paper can.
When finally calling your potential customer, always respect their time and never push too hard. Use the person’s name in your greeting and while you’re speaking with them; this will catch their attention. Keep your phone call short and simple and no more than five to ten minutes long. Most importantly, you need to convince them that they need your product or services. To help keep you on track through the phone call, you may want to have a sample cold-calling script. Your script will depend upon the information you found when you researched the company.
Here is a sample script that you can modify (remember to smile because it can be heard in your voice):
Hi, ________ (state the potential client’s name). I am (your name) from (your company’s name). How are you doing today? I’m sure you’re busy, so I’ll be brief. The reason for my call is this: we focus on __________ (state here what your company specializes in) so that they can _________ (state persuasive reasons No. 1 and No. 2.)
I don’t know whether you’re interested in what I have to offer you and your company but with your consent, I’d like to ask you a few questions and see if there is anything that can benefit you from using us. Would you be comfortable with sparing a few minutes?
(At this point, always establish confidentiality with your potential clients. Let them know that anything that is ever said between you and their company will be held in confidence.)
Regarding your current vendor/service provider, what do you like about them?
What works well and what would you like to see change? Do you have any suggestions as to what we can do to encourage you to think of working with us?
What are the biggest issues you have and how do these problems affect you and your job?
You also may get hit with an expected response or question. All you can do is react as well as you can and make a note of how you should respond the next time if you should hear the same response/question.
After these questions are answered and spoken about, sum up what the person has said and confirm it with them to make sure you were accurate with the information they gave you. You don’t want to offer a solution on something that they are already happy with but there is nothing wrong with trying to improve upon it.
Would I be correct in saying that if there were a way for you and I to work together to solve ______ (repeat biggest hindrance or problem), it would be worth discussing in more detail? Let’s get together to see if there’s a fit.
Once the meeting date and time is determined, continue with, “Wonderful! I’m looking forward to meeting with you on ____at ____. Have a great day!”
There may be days where you get hung up on even before you get your second sentence started, hear the word no or even get yelled at but don’t get discouraged. You may just not have reached the right person in the company to whom you should be speaking.
Reaching an answering machine isn’t a reason to get discouraged either. Don’t call back later; leave a message. Be brief by just stating your name, phone number, and the company that you’re calling from. There could be times that you may not get the person you’re actually trying to reach nor will you get an answering machine, but you may get a receptionist or an assistant. Don’t do your cold calling spiel to them but it does benefit you to be nice and cordial by introducing yourself and stating the company that you’re calling on behalf of. They are the ones who relay your message to your potential client and can put a good word in for you or not.
Remember, selling to your prospective client is not about the product or service you’re convincing them to buy as much as it is about your client’s needs and how you can solve their problems by modifying your product or service to fit their needs.
