Wednesday, May 25, 2011

Effective Cold Calling Improves Sales Volume

We all receive cold calls. This is considered as one of the most effective technique for improving sales. With outbound call centers established at India, Pakistan, The Philippines, Cyprus etc – cost of sales have significantly gone down.

From insurance companies, to selling broadband connections and training programs to holidays, there is an ever growing number of segments that are being covered by those sales people who have limited knowledge about the prospective customer. Therefore companies using this technique are working on share volume – more calls made, more potential for closing deals.

I consider cold calling an “emotionless challenge”. Funny enough, two strangers talking, one is trying to sell something that the other stranger is not interested – and chances of experiencing some kind of a hostile reaction – caller defending etc.

Cold calling is not salesmanship, asks a highly successful sales person to start cold calling, and he will chicken out. I consider cold calling as a separate profession altogether. Successful cold callers are special people; they can turn cold calls into sales.

The key point to realize is that cold calling is not about making sales. It's definitely not. It's about getting the chance to make the sale. Specifically, the purpose of a cold call is to set an appointment to explain the product features.

Following are four recommendations for Cold Callers:

• First phase is always a gentle warm-up by humble introduction.

• Engagement in conversation is important, if your subject is talking to you, that means he has time – cash it, as not many people spend time talking to strangers.

• Now is the time for need analysis – this is a tricky part. Now the war really warms up. You want to push and the subject becomes defensive. Keep pushing, gently though.

• Now your subject is really listening to you - This is the time to turn around and offer SPECIAL deals just for this individual, failing, take a chance and get appointment for calling in a couple of days.

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