Cold calls: interrupting and disrupting
Cold calls are intrusive and obstruct the normal day workflow.
Thus in most cases people are not interested in your call.
Callees don’t want to get cold called as it disrupts their working day and can confront them with a dilemma they don’t want to decide upon.
Many of the incoming calls are cold calls: up to 50% depending on your function.
Customers normally don’t call – Sales men do call.
The callee perspective
As a cold caller you should be able to place yourself into the position of the callee.
The callee should be able before the sales pitch starts, to state the moment is not appropriate.
What does the callee want and needs to know?
1. If he recognizes the company name
2. If he recognizes the products or services
3. If there is a mutual acquaintance or a connection
4. If the product or service offered could match his responsibility
5. If not responsible if it is worthwhile to pass on to the responsible
6. If there is a reference customer that he knows
7. If there is a benefit for him included
8. If there is a benefit for the company
9. If there is a big disadvantage or risk involved
10. If it concerns an innovation or a novelty
11. If there is a catch in your proposition
12. If he can sell it internally to his management
13. If it is a waste of time already
14. If he is the first to be contacted or not
The order of importance of these matters is different from callee to callee.
Every person in a company is in a different situation related to work, home, family and friends. All these influences and sentiments do influence his decision.
You cannot know all, but the more you know the better you can ask questions and present your proposition.
The prepared sales pitch
In any case as your time during the introduction is limited, you need to get to the point quickly:
After stating clearly the company name, the connection or acquaintance and the product name is required for reference and then the compelling reason as the callee need to connect with it.
During these initial moments of the conversation, the callee makes his first decision: reject or not.
In case of rejection, you still have a little chance to persuade the callee using solid benefits for him or his company.
In order to pass this second chance, you need to know as much as possible about the company and the person you are calling in order to ask the best suited questions and to make the most appropriate proposition. The available information on the Internet about the company, competitors and the callee can help a lot.
You need to know the perspective of the callee in order to have a successful cold call.
The web service LEADSExplorer will help in this matters as you will know his interest and you are able to retrieve Internet information at a click of a button.
What do you know of a callee before you make the call?
How do you prepare your cold call?