In recent years, there has been a boom in cold calls. And in this article, I'm going to explain why cold calling has stood the test of time. I will also give you tips and share techniques that will increase your number of leads. Be careful, this article is huge and hides a lot of secrets: tactics, strategies and myths about cold calls, you will understand what cold calls and sales really are. As well as an example of an ideal script and ways to bypass the secretary.
And yes, I know. You hate cold calling. Everyone hates them. More precisely, everything except the sellers who successfully use them, who receive millions from them.
So, here's how things are with cold calls.
Six Tips to Master the Art of Cold Calling
- Accept the possibility of rejection, don't run away from it.
- Get ready to learn fast, not sell fast.
- Use technology and special services to avoid tedious monotony.
- Don't waste someone else's time and yours.
- Follow the script like an actor, not like a robot.
- Keep a balance of quantity and quality.
With all these complexities, it's hard to know if cold calling is even worth considering as a tool. However, that is why they are worth considering.
If you master the art and science of cold calling, you could very well become the most effective and highest paid sales rep in your organization. As with other sales techniques, the wrong cold calling can easily tarnish the reputation of an entire tool. So try to be the opposite. And this will lead to success.
First Don't be afraid of rejection and don't try to avoid it
Rejections are an integral part all trading activities. Nobody gets 100% return.
Here are 3 tips for overcoming the fear of rejection:
Tip 1: Have a competition. The winner is the one whose refusal will be the most terrible, funniest or toughest of all. And not some simple: No thanks».
Tip 2: If the prospect says no, ask why.
Try something like this:
« I appreciate your honesty and directness. The most difficult thing in my work is not knowing if we can be useful to someone. Could you tell me why you thought we couldn't help you?»
Don't try to sell a product or service. Just learn and gain experience.
Tip 3: Role-play a phone conversation with a colleague. Let him be a client and refuse you in the most rude way possible. Every time a conversation with a real client is unpleasant, remember that “performance”. Compared to him, a real conversation will not seem so terrible.
If potential customers keep turning you down and feeling down about it, read the positive reviews from customers who love your company.
Remind yourself that you are helping people.
Second Prepare to learn fast, not sell fast
Cold calling cannot be mastered overnight. Therefore, set a goal: to learn something new for yourself from every conversation with a potential client. It doesn't matter if it's successful or not.
Here is a mini tutorial on cold calling training:
Tip 1: Start with a script and don't deviate from it (yet).
Tip 2: Figure out when exactly you fail (a sign of such a moment is people hang up or start to refuse more than 50% of the time after you say something).
Tip 3: Rewrite this section of your script and change it until you stop getting rejected.
Tip 4: Repeat this process with the rest of the points until you can get through the entire scenario with less than 50% bounce rates.
Tip 5: Analyze the course of the conversation. In particular, listen to the answers people give to your questions. open questions. How better question, the more the person will talk.
Tip 6: Record your notes (on paper or in in electronic format). This is necessary for clarity and to remind yourself of how much experience has been gained.
Setting goals correctly and continually learning as you go will propel you many steps above the average salesperson.
Third— use technology to solve the same type of problems
The modern salesperson can take advantage of a variety of tools. So you no longer have to suffer from tedious and inefficient work.
Here are a couple of examples of foreign useful services:
ConnectAndSell. The tool helps to automate actions such as dialing, transferring phone bases, interacting with the zone controller, and so on. So you can immediately go to the conversation and achieve results.
Salesloft. Thanks to a strong development team and their well-coordinated work, this product is constantly adapting to the market and always meets the needs of the modern sales employee. It can be used as the main tool and for complete process control (telephone bases, Email and interaction with people).
DiscoverOrg. Pretty well known service. This is a kind of gold standard, which will not only simplify the work with numbers, but also help in working with customer bases.
If you use any CRM system, never be afraid to test and use all its features. Many products have stand-alone versions, but you can use several services at the same time in a complex.
And here, by the way, are two common excuses for a lazy salesman: Too much competition " And " I don't have enough budget to use the tools ».
Fourth- do not waste time - both yours and the client's
It is advisable to make a list of specific people who could potentially be interested in your proposal. This will help not to waste time on each contact, finding out whether the interlocutor is interested in the service.
Rejections will be much less if you know who you are dealing with. Make sure you only have people and organizations on your call list that you can really help.
Criteria for selecting organizations:
- field of activity;
- budget level, number of employees;
- geography;
- related fields and technologies.
Criteria by which it is worth selecting an interlocutor:
- his role or position in the organization;
- the tools he uses in his work;
- to whom this person reports on the work done;
- who or what he controls.
If you call someone who doesn't meet your ideal criteria, you're stealing your time. If you call someone who can take advantage of your offer, then you help him improve his life and business. And to myself too. Don't waste your precious time trying to persuade people who don't want what you're selling.
Fifth- be an actor, not a robot
A cold call is a scripted action. And you have to "get" into the role - as an actor.
Actors also act according to the script. However, neither in the TV shows nor in the movies do they look like a bunch of robots that talk and look at each other in a pattern.
They are full of real human emotions! Therefore, even when acting according to a clear plan, speak like a real person. No need to just "read from the sheet."
This is easy to deal with, especially if you are interested in work and results.
How to use scripts (with examples)
1 Step 1 A: First, take a good look at your introduction and value proposition. If you know how to explain who you are and why someone should listen to you, your adjustment to the conversation will be easier and faster.
“Hi, this is Alexander from Company Z. We are in the business of collecting and analyzing data, and I would like to know if this can be of benefit to your team. Do you have two minutes?
2 Step #2: Then write out open-ended questions that will open up your conversation. When you ask a question, be prepared to listen and hear. Don't just wait your turn.
“When you close a deal, how does your company use that for future contracts?”
3 Step #3: Then come up with clear answers to common objections. If you are just learning, it is better to write down the answers on paper and keep them in front of your eyes. Without experience, it will be difficult to navigate on the fly.
Example objection:
“Now we are more focused on the top of the funnel. And the results are satisfactory so far. So we're happy, thank you."
Response Example:
“This is just one small area where data analysis can be usefully applied. Imagine that you have information about all the results and profits of previous years. With this data, your team will be able to achieve results 2-5 times faster.”
4 Step #4: Finally, train until you sweat.
Ask someone else to pretend to be the buyer. If you are in the same room, close your eyes. This is necessary so that you can hear, and not see the interlocutor.
Ask your assistant to gradually increase the "resistance level".
This technique alone will give you incredible results..
Start with zero objections and gradually work your way through the scenario to the most difficult objection. Then think over the answers to each objection separately in advance.
Train hard. You need to work out the answers to small objections at the beginning of the conversation (like " I am not interested”) and complex ones at the end, such as “ Just send me an email».
Sixth - balance between quality and quantity
Cold calling is effective when you follow best and proven practices:
- YES: do not be afraid of failures, but approach them creatively.
- YES: practice, practice, and more practice.
- YES: prepare open-ended questions and detailed answers to objections.
- NO: Call random people you can't be of help to.
- NO: call without preparation (Stick to the script!).
- NO: torment yourself with tasks that can be solved automatically.
Now you are prepared and set to think in the right direction, as well as use the right tools and techniques. Now success is much closer.
! Important. If you don't feel like or don't have time to make cold calls yourself, you can try asking others to do the work for you. This can be easily done on the Kwork freelance exchange for only 500 rubles, there is a large selection of volunteers, the main thing when choosing a performer is to first read about
Best Books on Cold Calling
- Cold calling techniques. What really works.
- Call master. How to explain, convince, sell over the phone.
- Golden Rules of Sales: 75 Techniques for Successful Cold Calling. convincing presentations And commercial offers which cannot be denied.
- sales scripts. Ready-made scenarios for cold calls and personal meetings.
- If the buyer says no. Work with objections .
Cold calling is not a waste of time. Stop listening to the so-called "experts"
6 Cold Calling Myths We Debunked
- Cold calling is dead.
- Cold calling is outdated.
- Cold calling is a forced activity.
- Cold calls are too unreliable.
- Cold calling leads to the "robotization" of employees.
- Cold calling does not meet the quality rules and is used by amateurs.
1 "Experts" and so-called "gurus" have said that cold calling is dead. With such an influx of negative information (and even with your own bad experience), it is easy to doubt the operation of any technology. Emerging industry leaders have been calling for years to stop cold calling. And many support them - from ordinary sellers to leading marketers.
And yet: THEY ARE NOT DEAD .
2 It's easier to say it doesn't work than it is to learn how to do it right. If you've tried cold calling once or twice and failed, it's easy to join the technology haters. However, any sales skill takes a lot of effort to master. And cold sales are no exception.
3 Many salespeople are forced into cold calling. There are many ways to lose interest in work. All it takes is one manager demanding "50 sales a day" from you. With this approach, anyone will lose their appetite for activity.
4 This is unreliable and distracts a potential client from business. Personally, I like the idea of selling the way people want to buy. And I am a big proponent of optimizing the sales process in this direction. However, we apply this concept equally in all areas. That is why we are afraid to “interfere” with a potential client.
5 Nobody wants to be a robot. A script is a friend of a cold caller. However, most never learned how to use it properly. Speaking like a robot is caused by a lack of experience, and not necessarily a condition of technology. And in general, unnaturalness and pretense is a sure recipe for disaster.
6 Fast food has taught us that quality and quantity are enemies. No one has ever walked into a McDonald's expecting high quality food. Everyone expects a lot of food at a low price (although I would argue that they have added a lot of fancy items to the menu for a reason). Now, people tend to view cold calls as something of poor quality. However, this is nothing more than a habit and has nothing to do with reality.
5 Cold Calling Strategies You Should Know About (Research)
Many people associate cold calling with something complicated and ineffective. Like, you have to sweat. Without the use of proven strategies, this is indeed the case.
After all, you're invading the life of a complete stranger and only have ten seconds to prove your worth.
You are clearly aware that, most likely, after your words, the interlocutor will hang up, limiting himself to “No, thanks.”
Let go of panic.
Below are five simple and effective calling strategies that will ease your stress and turn cold calls into warm ones. So, here's how to boost your confidence and get more leads:
First, smile
The next time you pick up the phone and dial a number, keep a smile on your face for at least twenty seconds. It doesn't matter where you are - in the conference room or at your own table.
At first, you may think this is stupid. However, recent experiments have shown that a smile, whether sincere or not, still brings some benefit.
- Reduces stress. A researcher at the Kansas University Research University found that smiling during a stressful situation can reduce the severity of a negative reaction.
- Decreases heart rate. Even just slightly raised corners of the lips will be effective in this matter.
- Improves mutual understanding. Smiling influences how we speak. For voice and intonation. And to such an extent that the person on the other line can catch the expression on your face and even determine the type of smile. When exactly a person will “hear” your smile is a matter of time. The whole secret is in mirror neurons, which are able to pick up minimal changes in intonation and tone of voice.
An added benefit: Your inner feelings are reflected in your face. However, this rule also applies to reverse side. So smiling helps improve your mood.
Stand like Superman
Research by social psychologist Amy Cuddy proves that body language matters. Even if the interlocutor does not see you on the other line. Stand in a confident power pose (legs apart and hands on hips) for two minutes. Then cold call more likely to be successful. And that's why:
- The level of testosterone in the body will increase (increases the degree of confidence).
- Cortisol levels will decrease (this will reduce stress).
This rule applies even when you are at your desk. Sit up straight and don't slouch. This will help you feel in control of yourself and remove the interfering feeling of nervousness.
call a friend
This practice comes straight from Yesware CEO Matthew Bellows:
“Take with you a photo of a loved one who is extremely dear to you. Put it on your desk or make it a screen saver on your computer. The next time you call another potential client, imagine that now you will not be talking to a client, but to the person in the photo.
If you are not a fan of photos on the table or are in a meeting room, just quickly browse through the photos in in social networks or in your phone album.
Why it works: looking at a photo of a loved one, you not only become a little happier, but also reduce stress levels and calm yourself. This will make you less susceptible to failure.
Say only one or two phrases at a time
This cold calling technique is simple but often overlooked. Studies show that the brain can only take in information for 20-30 seconds. So break up a 15-minute conversation into 30-second chunks.
Be concise and specific. No need to overload a stranger with information or industry terminology. Speak simply, clearly and clearly. And don't be afraid to explain things you don't understand.
If your interlocutor starts asking for specific information, then he is interested. Don't miss this opportunity. Schedule a meeting during which you can discuss all the questions and nuances in more detail.
Love rejection (yes, that's also a cold calling strategy)
Do you feel comfortable when you get rejected?
For a seller who works with cold calls, the answer should always be “yes”
For example, instead of targeting a specific number of “yes” per day, one management consultant decided to hunt for “no”. He soon realized that the desired number of "no" was unattainable for him - because he received too many "yes".
Focusing on failures has a doubly positive effect. This allows you to increase the speed and efficiency of sales.
7 Techniques to Increase the Rate of Return on Cold Calls
Not all potential clients agree to offers. The outlook may be disappointing. However, regardless of whether you are talking in person or on the phone, the main task is to interest a person and attract him to the company.
This process is often complex. Especially if this kind of work is new to you.
Here are 7 tips to improve your lead generation rate:
- Focus on the potential client, not yourself.
- Prepare all questions in advance.
- Don't blindly follow the script.
- Do not exaggerate your abilities at the first meeting.
- Don't try to get sales the first time.
- Stay natural and relaxed.
- Analyze what exactly you are useful to the client.
1 Put the customer in the spotlight. Concentrate all your attention on the interlocutor and his needs. Especially if you have little experience in cold calls.
You don't need to go into detail about who you are and what you do. Don't talk about the organization.
Remember main topic now a client. Not you. Full orientation to the potential client and his needs is very professional. And you are a professional.
2 Plan your conversation ahead of time. More information means more chances to sell. The more data you can get from the interlocutor, the easier it will be for you to recognize future prospects and plan actions. Especially in cold calls.
The survey is important. The questions you ask need to be thought through carefully. And also distribute it in stages - in a logically constructed chain from the most general to the very specific.
3 Be Responsible When Choosing a Scenario. After finishing your introduction and seeing that the client is still interested, ask him about the business, the situation in the market or in the field in general, about the budget, and so on. Quite often, people share this information in exchange for your offer. Or rather, the benefits that you promised in the introduction.
To be more or less guaranteed to hear the answers to the right questions, ask something like this:
“Imagine that you have magical powers and now you can get rid of three problems in your business or industry. What are these problems?
“If you could provide the ideal environment for your company to grow, what would you change?”
“I would like to meet with you personally to discuss the needs of your firm and the possible benefits of our company's services. How about Thursday at 2:00 pm?”
Always keep in mind: a cold call should be personal. Concentrate on the needs of the interlocutor. Think of him as a separate person with his own qualities and characteristics.
This allows you to build trusting and long-term relationships with customers. Acting strictly according to the script can make a cold call really cold - impersonal. And we don't need it.
4 Do not exaggerate your chances during the first meeting. If you are meeting with this client for the first time, you should not go “fully armed”. In other words, it is better to take an ordinary small folder with you than a huge briefcase full of samples and documents.
If the person is interested and wants more details, you can always go back to your car and grab whatever you need. In this way, you reduce the stress of a possible failure. So open your cards gradually.
5 Don't try to get sales on the first try. The first sales experience is rarely successful. Better focus on gathering information. If you offer something on a budget, then much less data will be required. Ask questions and take notes.
Try to build a strong relationship with the client. Let the call and subsequent meeting be friendly.
6 Do not "stress" the client. The more relaxed and comfortable your interlocutor feels, and the more he opens up to you, the higher the likelihood of selling the service and acquiring a regular client.
To do this, you need to relax yourself. And be natural. This will greatly increase your attractiveness.
7 Find out how your client will benefit and what will make him accept the offer. In each case, you can highlight some advantage that will really interest a person and encourage him to accept your offer.
At the same time, every client has fears and suspicions that will make him refuse to cooperate with you. Your primary task is to find out what exactly will encourage the interlocutor to buy, what benefits he expects. And also - learn about his fears and doubts that can keep him from purchasing a service or product.
X Bonus Tip A: Don't be afraid to ask more questions. Asking is helpful and beneficial. Especially in cold calls. Questions are a truly magical tactic.
You can ask something like this: “Mr. X, in practice, we found out that the reasons why a person agrees to cooperate with us are different occasions are always different. What is the reason for this in your case?
If you're being honest, as well as being open and natural, feel free to ask more questions. Show genuine curiosity. And the answers you hear will surprise you. As a rule, a potential client is always ready to provide the information necessary for the sale. Especially if the conversation goes well, and the proposed service aroused interest.
Remember, the main thing is to ask.
The perfect cold call script
You have a list of names and phone numbers. Before the end of the day, you need to make 100 calls. Your sales manager has given your team a lot of work, so you're all dialing and dialing and dialing...
Now all you need is a script. And not just any ... But the best, the coolest. Which is working.
But before I give you the key to the door, let's see how a typical cold call goes.
An example of a typical cold call
**Beeps, pick up the phone**
Potential client: Yes?
Salesman: Good afternoon, my name is Dmitry.
(Pause 1.5 seconds)
Do you have a couple of minutes?
I'm calling about software, which may interest you and solve your most significant problems.
How do you see our offer?
Potential client: I'm actually busy right now...
Salesman: Maybe you need to test the product? We have all certificates.
Potential client A: We are not interested.
Salesman: Well, are you already at the stage of making a decision? Give us two hours and we'll call you back.
**Customer hangs up**
Do not laugh. There are many such calls. And this happens every day. And you probably won't be surprised to learn that they hardly ever convert: positive responses are less than 1%.
This means that if you call 100 people, you get only one consent. So if you're calling your potential customers and telling them all the same thing, just stop.
So you lose credibility, worsen the reputation of your own and reduce productivity.
If you follow this script (the best cold calling script), it can go up to 14-20%. It's still better than 1%.
How to create a working script
1 Step 1: Define 2-3 areas. First, you need to select areas. Your time is valuable - don't waste it on markets that don't fit the product. Think about who your potential customers are and look for common patterns.
For example, it can be a hotel business and retail. Or maybe finance and banking. Once you figure out where to aim, you're ready for step 2.
2 Step 2: Identify 20 prospects. Now it will be much easier for you to find specific companies or people who can benefit from your product or service. Use social networks and platforms for professionals. Let's say you're looking for hotels that could benefit from your yoga courses.
Set specific criteria. And find representatives of these hotels on the Internet.
Voila - the list of potential customers is ready.
It will be easier if you are looking for local or regional companies. People love to do business with "compatriots". If you are in Novosibirsk, then cooperate primarily with Novosibirsk residents.
3 Step 3: Research each potential customer. I know, I know, everyone needs to grab the phone and call. But trust me, spending just a couple of minutes doing a little research will make the process much more successful. So take the opportunity!
Check it out on the internet:
- What area does the company operate in?
- what exactly do they do;
- Have you helped similar companies in the past?
- some "fun fact" about them.
And one more important thing: look at how the company name is pronounced correctly. Nothing irritates people more than a sales representative mispronouncing their organization. So get ready.
To find out how the name is said correctly, you can watch, for example, their commercial.
Couldn't find? Ask by phone: I want to make sure I pronounce your organization's name correctly. Won't you tell me?»
best cold calling script
You may have noticed that now the call is not so cold after all ... You studied your list and prepared well before picking up the phone. I promise you my friend this extra work will be worth it. Now let's move on to the scenario.
First, state your name and the company where you work. Speak confidently and energetically. Do not rush, distorting words.
On the other side of the line begins: “What? Who?". From the very beginning, the call goes so-so.
You don't need to speak too loudly. Just make it clear and distinct.
After you say "This is [name] from [company]", pause.
Sometimes it's difficult. Especially if the call is cold. Many people want to go straight to the offer. But I want you to take a deep breath and just be quiet for those eight seconds.
While you are waiting, the client is going over in his mind who you might be. They think it looks like you know them - are you a customer? Former employee? Current? Thus, you stole his attention, the one on the other side is now interested in you himself. Tricky move, right?
Now the conversation is already somewhat different from the standard cold call. Then you strike the interlocutor with a question - to establish some contact. Your goal: to show that you are familiar with him and his company.
Here are some sample questions:
A good question will be relevant and make you smile. If the interlocutor makes contact, ask the following question.
For example, if the client says " I took business English courses there, they have quite strong teachers", you can answer "Great, I think I will recommend them to my niece."
In the end, the potential client will still ask: “ Why are you calling?«.
You can first joke, and then seriously state the reason for your call. Humor simplifies everything and helps to establish contact. However, you have to be careful with humor.
For example, if your potential client is in a hurry, you have to adjust to it.
Present the product, tell how it is useful in a particular area. This is called positioning. And this will show by example how you work with similar companies and help them solve certain problems. You don't have to talk about yourself like most "zombie robots" do.
Here is an example representation of the service:
« I work with sales managers in hotel business. My clients are looking to improve the productivity of salespeople. Are there similar needs in your organization?«
Since you've made inquiries beforehand, the answer is likely to be yes. Just answer: Tell me more about it«.
Note: most of the conversation was about them! Now you will probably be told about the problems and goals of the company. And this is valuable information that will help build a further conversation.
! Important! There are people who specialize in writing call-based sales scripts. You will be provided effective pattern conversation. You can find such a specialist for your niche on the kwork freelance exchange.
Changing the script
I love helping newbies. I was in their place and I know what difficulties I had to face. Help is good for the company and for their career. So, the script and the course of a cold call can be slightly changed.
We have a common practice in the company called “just ask”. She encourages the younger ones sales representatives contact sales leaders for help in organizing meetings with executives or potential customers. As soon as a rep asks for my help, I ask for something in return: a website URL, a person's and company's social media profile, and so on.
This allows me to quickly become familiar with the person and organization I'm about to call. As soon as they pick up the phone on the other side of the line, I use my standard greeting: " This is [name] from [company]", pause.
If you're calling any junior executive or even a mid-level employee, chances are your call will go through an assistant or secretary. They are more likely to pass “Oleg Stanislavovich, Sales Director at Company X” than “ , Sales Representative at X«.
They will know who you are. However, they will still be curious as to why you called. Keep them tight. As in the scenario above, I will spend a few minutes asking about the persona of the responder. Here are some small examples:
- "Which do you like better: cats or dogs?"
- "What do you prefer for breakfast?"
- “Can you recommend a cozy restaurant in [the city of the Prospect]?”
When the conversation gets closer to the reason for my call, I say, "I called to help." This phrase usually stops the interlocutor. Then I continue: "My sales rep asked me to start a conversation with you." This allows me to easily steer the conversation to the representative if the conversation is going well.
Next, I use the above positioning: " I work with sales managers in the hotel business. My clients tend to want to improve the performance of their sales reps. Does this sound like your situation?«.
The previously studied interlocutor will answer “ Yes". And that's when my active listening kicks in. I say: " tell me about this". Once they've finished talking about their pain points, I repeat what I heard: " So what I hear is... and I propose to discuss this in more detail.
As a rule, the interlocutor agrees and offers to contact within a few weeks or months. I often answer: How about tomorrow?". In most cases, something like this follows: Of course, what time?«.
Everyone wants their day to go well. Take advantage of this and make the interlocutor smile or laugh. Give them the opportunity to talk about their problems. And show that there is a solution. And it is yours. Solving other people's problems means more sales.
How to bypass the secretary during cold calls - 4 ways
Secretaries and other intermediaries are still one of the biggest problems with telephone communication. Questions like " Does he know who is calling?" or " Will he know what is going on?", or " Has she spoken to you before? enough to cut sales in half. If you follow the philosophy below and then adapt and take advantage of any of the provided scenarios, the speed of transferring the handset to the decision maker (DM) will increase significantly.
And the key position of the philosophy is this: stop hiding something, cheating or deceiving the secretary. Mislead him that you have already talked with a potential client. This also means that you do not need to give only your name and do not indicate the name of your organization. The rule is:
The secretaries simply need to know your full name and the name of your company. They are not guards. This is necessary so that they can understand who is on the line. In most cases, this is sufficient. Use the following proven methods to help you get to the right decision maker faster. Perhaps even without other intermediaries. So:
1 Technique #1:"Please please". This method has already been described many times, but it is still effective and easy to use. And increases the chances to 65-75% (I still use this method and it works). Here's how it goes:
Secretary: « Thank you for calling ABC Company, how can I help?»
You: « Good afternoon, this is _______ _______ from (your company name). Please, can I speak to ________, please?«.
That's all. Simple, easy and effective. And it's important to say it with a warm smile in your voice and make sure you use "please" twice. Use the template: "can I please speak to...". Another key is that you give your full name and full company name (even if it's not required).
2 Technique #2: If you don't know the name of the client you need to talk to, use the " I need a little help please". Try:
Secretary: "Thank you for calling ABC Company, how can I help you?"
You: « Hello, this is _______ _______ from (your company name), I need a little help«.
[It is critical to WAIT for the person to ask how they can help]
« I need to talk to the main employee who is involved in (your product or service). Could you tell me who it is please?«.
In more than 50% of cases, if you asked well enough and waited for a response, the registrar or secretary will send you to the right department. When you get there, just use the previous technique again. And then you will most likely be connected with the right person.
There are three keys here: 1 - Be polite and speak with a smile on your face, 2 - Use "please", 3 - WAIT for the other person's answer before asking right person. This technique only works if you follow the above 3 steps.
3 Technique #3: If you don't know the name of the right person. An alternative is to ask to be connected to another relevant department and then use the technique above. This is a great way to completely bypass the secretary and thus avoid all the middlemen. Use this technique:
Secretary: « Thanks for calling ABC Company, how can I help?«.
You: « Good afternoon, could you put me in touch with the marketing department, please?«.
Again, be careful and use that powerful word "Please".
4 Technique №4: If you continue to be sent to intermediaries, you absolutely must know how to respond. Use any of the following methods:
Registrar Question: "Pavel Semenovich is waiting for your call?".
Your answer: « I don't have an appointment, but could you tell him that _______ _______ is on the line?«.
Question: « Does he know what it's about?»
you answer: « He doesn't know specifically, but please tell him what it is about (one of the main problems of the client), I'll wait, please«.
(The key to the above answer is that you are not going to mislead the registrar, you are just using "please" and the patterns above).
If you are asked: « Have you spoken to him before?»
you answer: « Not about his current affairs, but could you let him know that ________ _________ of __________ is on the line?«.
There is no doubt about the effectiveness of these methods. After all, they only seem simple. In fact, these are powerful techniques. And they work. Especially if you monitor the "temperature" of your voice and do everything exactly as indicated above.
Just remember that the main task secretary - do not alienate you from the right person at all, forever redirecting you to other intermediaries. Its function is to convey accurate information about who is calling, from which company and for what reason. Can you face difficulties? Certainly. Do these methods work always and 100%? Of course not. However, if you use them consistently, you will find that they work 70% of the time. And I bet it's a lot better than your current methods, isn't it.
Outcome
Follow the above recommendations, strategies, tactics and scripts and your sales will increase. If you plan to delegate cold calls, then let your employee read this guide. Gain experience, generate successful leads, and build long-term relationships with your customers. If you already had experience of cold sales, share it in the comments. What was your first cold call?
Hello! Today we will talk about cold calls.
Today you will learn:
- What are the characteristics of cold calling?
- How to write conversation scripts;
- What rules should the caller follow.
What are cold calls
A certain type of call is called “cold” not at all because of the tone of the caller, but because of the attitude of the client who answered the phone. It is not in vain that sales staff are afraid to make such calls, because very often the responses to an unsolicited offer are rude and unpleasant.
The main task of a cold call is to set up a meeting. The second most important task is to expand the customer base.
Cold calls are made by new clients with whom a business relationship has not yet been established. This is their main difference from warm and hot calls, which are addressed respectively to already familiar and existing customers.
In a number of countries, cold calling is restricted and controlled by law, and sometimes even banned.
In Russia, many companies strictly instruct secretaries not to facilitate cold calls. Phone sales are becoming more popular among marketers, and potential customers, in turn, are becoming more and more evasive.
Cold calling has its pros and cons.
The advantages of this type include:
- Minimal cost of time and money. The search for clients is done from the office, the manager does not need to make many unnecessary trips.
- Quick communication (relative to correspondence), a high chance to convince the interlocutor.
- The ability to understand the client's reaction to the offer, ask additional questions.
- PR of the company, increase in popularity and the number of customers.
- An additional method of sales without prejudice to the main one.
- Research of demand, competitors and the market as a whole.
Disadvantages of cold calling (even if the calls are organized correctly and the sellers do not make mistakes):
- A deliberately negative reaction of the client to a sudden call.
- It’s easier to refuse an offer if you don’t see the seller live.
- The client can end the conversation at any time (hang up the phone).
- It is impossible to visually demonstrate the product.
In our country, cold calls are most actively used:
- Forwarding companies;
- Advertising agencies, mass media;
- Manufacturers or wholesalers of goods for business;
- Real estate agencies.
Cold calls can be made by both specially trained in-house employees of the organization, and third-party specialists from the call center.
Cold calling techniques
There are a lot of cold calling techniques. But it’s better to look at an example of how to make cold calls.
In every company, the customer base inevitably changes. Regular customers leave sooner or later, losing interest, necessity, or becoming interested in a new seller. To maintain a balance in the client base, it is necessary to regularly call not only the warm base, but also make about a hundred cold calls to new clients per day.
The main skill of the cold calling technique is to anticipate the client's responses and know the scenarios for continuing the conversation.
Cold calling is only appropriate in the following situations:
- The offer is definitely necessary for a potential client (for example, a watch repair shop always needs batteries and spare straps);
- Different clients may be interested in the offer from time to time (repair of computer equipment);
- The offer is not necessary, but may be of interest to various customers (printing of business cards);
- The offer is constantly needed and at the same time they choose the most suitable seller (courier service).
In practice, cold calling is a very complex technique, and sales managers who have mastered it are indispensable employees in any company. In addition to theoretical training, such a specialist needs self-control, self-confidence and the ability to accept refusal.
Components of a successful cold call: self-control, knowledge of the product, customer needs and sales techniques.
Stages of cold calling
Let's figure out what the cold calling technique looks like in a phased scenario.
Stage 1. Collecting information about customers
It is more pleasant to talk with the interlocutor who is well aware of whom and why he is calling. The Internet, directories and other media will help here.
If your client is entity, providing certain services or goods, you can conduct reconnaissance and, pretending to be a buyer, find out details about their offers.
At this stage, it would be nice to have a reason to call.
Example. The beginning of the conversation can be like this: “Good afternoon, Ivan Petrovich. My name is Victor Sidorov, I am a representative of the EcoPlus company. I saw a story yesterday about your new production line. I agree with what you say about modern production should cause minimal damage to the environment. We are engaged in the removal and disposal of waste from industrial facilities. I would like to meet with you to tell you more about our proposals.”
Stage 2. Scripting
This is a kind of cheat sheet for the seller. You can learn it by heart or have it before your eyes (the format of phone calls allows this).
Well-designed cold call scripts are true assistants to the sales manager, helping him to speak confidently and to the point.
Stage 3. Conversation with the secretary
Sometimes this stage can be avoided, but the first call most often goes through the secretary. At the same time, the larger the organization, the stronger the “wall” erected by the secretary in front of his leadership. We will talk in more detail about how to cold call bypass the secretary.
Stage 4. Conversation with the client
The total duration of the conversation should not exceed five minutes. The golden mean is three minutes. the main objective conversation - appointment of a meeting and conclusion of a deal.
In a conversation with a client, a sales manager needs to go through several steps:
- Introduction: greet the interlocutor, introduce yourself and clarify the availability of free time for a conversation.
- Establishing contact: refer to the source, use the information obtained at the first stage.
- Receipt additional information: ask if the client uses a product similar to yours, if he is interested in improvements.
- Attracting Interest: explain the benefits to the client from the meeting.
- Work with objections(If you want to).
- Meeting Arrangement: suggest your own date and time for the meeting.
- Completion: repeat the agreed time of the meeting, thank the client for their interest, say goodbye.
Secretary on the path of cold calling
If you call not an individual, but the head of the organization, then it is likely that the call will be received by his secretary (or other third party). How to behave in such a situation?
- Introduce yourself politely.
- Try not to state directly that the purpose of your call is sales.
- Ask to be connected to the decision maker of your concern (for example, "Who can I talk to about advertising?").
- If on this moment you have been denied a conversation with the manager, find out as much information about him as possible (name, when and how you can contact).
There are several tricks that will help you get around the attentive secretary:
- big boss mask. The secretary will not refuse to communicate with the boss if he hears in the receiver the confident voice of not the seller, but the boss. (For example: “Are you worried about the reception CEO Alekseev. Connect me to the director."
- Recall Style. Such a technique is possible only if at least the name of the decision maker is known in advance. To the request “Please connect with Arkady Ivanovich”, the secretary most likely will not ask additional questions, but simply direct the call to the right person.
- Request for advice. Friendly tone and the phrase "Please advise who is best to contact ...". The secretary will be flattered if the interlocutor raises his status (“only you can help me”).
- Difficult question. Sometimes, in order to answer a caller's question, the secretary has to redirect the call. But to ask it, you need to know the structure and specifics of the company well.
- false error. In this case, the caller goes to the trick and asks the secretary to connect him to another department. For example, if he is interested in the purchasing department, he goes through the secretary to the accounting department, and there he pretends that he made a mistake. “Hi, is this the purchasing department? No, it's bookkeeping. “Can you put me in touch with the purchasing department?”
tricks
For effective telephone sales, first of all, practice is needed, and only then theory.
It is impossible to develop an ideal cold call scenario that is universally suitable for each seller and buyer - both have their own characteristics.
Here are a few basic rules that should be followed by all sales managers working in the technique of cold calling:
- Find out the needs and interests of the client in advance.
- Use scripts prepared in advance.
- At the beginning of the conversation, explain the purpose of the call and ask for some time for you.
- Do not put pressure on the client, communicate without aggression. Don't use expressions like "I'm going to make you an offer you can't refuse." The phrase "Let me tell you about ..." sounds much softer.
- Emphasize the importance of the customer. Less "I" and "we", more "you".
- Take your time, pause between speech blocks, speak clearly.
- Be confident, friendly and be sure to smile - you can hear it even on the phone.
- Don't try to sell your product. Your goal is to interest and make an appointment. In this regard, replace the common “we offer” with “we are engaged”.
- Do not argue and do not prove that you are right. Respect the choice of the client if he is satisfied with his current counterparties.
- To interest in a meeting, talk about the main benefits.
- Know how to switch the attention of the interlocutor, to interest in additional offers.
- For questions about the details, offer a personal meeting.
- More specifics. When asking about a meeting, call a specific time right away. Instead of "Maybe we'll meet?".
- Monitor the mood of the client and adapt to it.
- Remove “not”, closed questions and complex terms from your speech.
- Use attractive words: “promotion”, “free”. If there is an opportunity to offer a free trial product, do not miss it.
- Do not drag out the conversation, keep track of the time. Three minutes is usually enough.
- Listen to the recordings of your conversations, analyze and draw conclusions that could have been said differently.
Work with objections
In any sales it is important to distinguish objections from outright rejection. Cold calls usually become an unpleasant surprise for the client, and therefore objections arise in this format much more often.
There is no point in working with decisive refusals, it is better to end the conversation on a positive note and not waste your own and other people's time. But with objections, subtle work is needed.
Let's look at the most common examples:
| "I'm Busy (Hurry)" | Explain that you will not take much time, but only want to arrange a meeting. As a last resort, ask when you can call back. | “I understand, let me drive up to you to tell you everything. Will it suit you on Wednesday at eleven in the morning? |
| "Call back later" | Ask for an exact time convenient for the client. | When will it be convenient for you to talk? What if I call back tomorrow around ten in the morning? |
| "Send information to email" | Don't end the conversation here. Such a request is almost tantamount to a refusal. Propose a meeting or agree and ask when and how you will get a response. | "Okay, I'll send you the information. But I'm calling to set up an appointment so I can showcase our products and give you a free sample. Would it suit you on Wednesday at eleven?” |
| "I do not need anything" | Name famous customers who changed their minds after seeing your product. Make sure the meeting is non-binding and set a specific date. | “Representatives of other organizations also thought so, but only before they realized how much our proposal could help them in ... We should meet. How about Wednesday at eleven?” |
| "My contractors suit me" | Use all the information prepared earlier. Explain that you are not trying to replace a competitor, but offer an alternative, because two suppliers are more reliable than one. Tell us what are the benefits of working with you and offer to meet. If a refusal is inevitable, turn the situation in your favor and find out from the client what attracts your competitors in order to use this information in the future. | “If you work with …, then you probably use their program …? - Positive or negative answer - Great, then we must meet, because our proposal is ... (list the benefits). How about Wednesday at eleven o'clock?" |
| "We don't have enough money" | Do not stop the dialogue on this, but ask a leading question that will tell the client that he still needs your offer. | "Of course I understand. May I ask, are you currently collaborating with someone in this area? - Client response - Then we must meet, because our product ... (its advantages). How about Wednesday at eleven?” |
Cold calling scripts
Sales call scripts can be of two types:
- Rigid. They are used in sales of a simple product, where the variety of interlocutor's answers is minimal.
- Flexible. For sales of complex goods and ambiguous offers. They require creativity and more experience.
Everyone who makes sales by phone should have their own scripts, and those who work in the technique of cold calls are no exception.
- There should be as many scripts as possible. An experienced seller regularly replenishes its database.
- Each script must first pass a practical test on colleagues and acquaintances. Obviously unsuccessful and inconvenient should be eliminated immediately.
- The main task of a cold call script is to illustrate the essence of the conversation, and not become a verbatim scenario.
Download cold calling scripts
outgoing call script
incoming call script
Cold calling examples
Example 1
— Good afternoon, Ivan. This is Anastasia from international company"ABV", engaged in ... . I am calling you to set up a meeting where I can tell you about our new program which is… (what the client is interested in). I am sure that you, like our other clients ... (examples of companies), are interested in ... (certain benefit).
Yes, I'm interested in it.
- Great, let's meet. How about Wednesday at four o'clock in the evening?
Example 2
— Good afternoon, Ivan Ivanovich. This is Anastasia Petrova from ABV. We are doing…. Do you use ... in your work?
“I don’t have time to talk to you right now, send all the information by mail.
— I'll send you a presentation for you to review in your spare time, but I'm calling to set up an appointment and demonstrate all the benefits of our offer. Would it suit you on Thursday at two o'clock?
I'm afraid I've already got the whole month booked.
- Well, is this the same number next month you have busy?
- I'll take a look now. Not yet.
- So, maybe we will meet on the seventeenth of April?
Example 3
- Good evening. My name is Anastasia, I represent the ABV holding in your region, which is engaged in ... . Your company is … (type of activity), which means you will be interested in our new offer for … (what the client needs).
“Sorry, but we are already working with another company.
- Let me ask you, is it by any chance the EYu company? Probably, you have chosen their tariff "First"?
- No, this is the "Second" tariff.
- Great, I think it will be useful for us to meet, because our programs perfectly complement this tariff. How about this Friday?
Each firm or company has a priority in attracting a large flow of new customers quickly and efficiently. Therefore, cold sales are a very important tool.
Cold selling involves contact with a client who is not focused on purchasing products and is not waiting for an offer for them.
The technology of cold sales appeared on the market relatively recently, but during this time it managed to acquire notoriety. This technique began to be called spam and telephone hooliganism. This is natural, because potential customers do not have sympathy for a stranger who is trying to convey information about an unknown product or service. This fact complicates the process of attracting customers to the business in this way. But by increasing the flow of customers is a priority - and the cold market is no exception.
The main goal of cold sales is to turn a person who is not interested in the product into a client, as a result of which . It turns out that the main audience that cold market managers work with are people who have not purchased the product from the company. It often seems from the client that the seller is trying to impose a product, so the decisive factor here is the professionalism of the manager, who must change the point of view of a potential client and arouse his interest in the product.
A few years ago, the main tools of the cold market were the legs of sales managers: they were engaged in the technique of the cold market - street sales. Inhabitants apartment buildings in cities, they have probably come across this method of supply more than once. Now, with the development of the Internet and telephony, the cold market has migrated to offices - its tool has become a telephone, through which the initial and important work with a client base.
Features of cold sales
If you take a deeper look into the issue of the method of cold sales - phone calls, then it becomes clear that the primary difficulty here is to involve a potential buyer in communication about the product, showing his interest.
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Cold sales using virtual numbers and Freezvon service. For the development and effective functioning of any company providing certain services or goods, it is necessary to constantly expand the client base, because the competition in the field of sales is incredibly high. This article will discuss cold sales and phone calls aimed at attracting potential customers who have not previously collaborated with your company and may even be unfamiliar with its activities. It also provides useful tips for mastering the technique of cold calling and its active application in practice.
Freezvon has been working in the field of IP telephony for more than 5 years. We provide various VoIP telephony services. Here you can purchase a virtual number for calls, sms and faxes, as well as Toll Free. You can also connect to a virtual number additional functions. For example, a welcome message, conditional redirect, black/white list, etc.
What are cold phone sales?
Cold selling is one of the most efficient technician, used in the field of trade to attract potential customers who do not belong to target audience Your company and previously not in contact with it. This type of sales, as a rule, involves communication over the phone using the technique of cold calling. Cold calls are unscheduled calls to customers who are unfamiliar with the activities of the company, in order to encourage them to use the proposed service or purchase a product. This type of call is made without prior agreement, so there is a high probability that the client will not want to keep the conversation going and will try to end it as soon as possible.
The main task of the cold sales manager is to establish contact in the shortest possible time, getting the client interested and convincing him to at least listen to the information. The successful application of this technique leads to a significant increase in the level of sales of the company.
Cold sales and phone calls
Why cold calling clients?
First of all, cold sales and phone calls are necessary to attract new customers, as well as to inform a large number of people about the existence of your company and the nature of its activities.
The above list clearly demonstrates the benefits of cold sales for expanding the customer base and increasing the company's profits. Today, many managers tend to think that this type of sales has somewhat lost its effectiveness - this is not so, this technique brings positive results if the conversation is built correctly and contact is established between the manager and the prospective client of the company.
Effective cold sales technique
The proposed technique can be used both for phone calls and for direct "live" contact with a potential client. Here are some tips to help you avoid getting annoyed by an unscheduled call and have a successful negotiation. These include the following:
- Preparatory stage - if you are calling with an offer of services or goods not to an individual, but to a representative of another company, you need to collect information about it, get acquainted with its latest achievements and activities. If you manage to find some recent publication about the company, it will serve as a good conversation starter;
- Create exemplary scenario phone call, consisting of introducing the calling manager, identifying the potential customer and obtaining permission to talk, formulating the purpose of the call, handling objections and calling for a purchase or further meeting. Use only open-ended questions that cannot be answered with a simple yes or no. It is not necessary to act strictly according to the scenario, but with it you will feel more confident and will be able to use hints if necessary;
- Use the yielding technique to neutralize the client's hostility;
- Do not try to immediately impose a purchase on the client, you must first interest him, explain why your offer will be useful to him. If he already uses the services of another company, try to find out what disadvantages and advantages the client sees in this cooperation;
- If the specifics of the work allows, it is better to make an appointment - it is much harder to refuse in live communication than over the phone;
- Consider the duration of the call - it should not exceed 5 minutes.
Remember the method of three objections: the first objection of the client is, as a rule, a consequence of the unexpectedness of your call - it does not mean a categorical unwillingness to purchase a product or take advantage of your offer; in the second objection, the client considers why he is not interested in your offer; at the third objection, he formulates the reason for the refusal. If you manage to convince him, the purchase will take place, no, you don’t need to impose your services anymore.
Mastering the technique of cold selling is not an easy process, but managers who master it are highly valued in professional circles. Successful cold calls lead to a significant increase in sales. In order to reduce the costs required for calling the client base, you can use the services of IP telephony by connecting a virtual number that best suits the needs of your company. Among the offered numbers from Freezvon there is also a multichannel Toll Free number, calls to which are free of charge for all your subscribers.
Do you have any questions? Then feel free to ask our experts. To do this, you can call our technical support by phone or write to us via Skype, online chat or email. Technical department Freezvon operates around the clock and is always ready to answer your questions.
The telephone is a tool, and whether the manager builds an effective dialogue with a potential client or not depends on the ability to use it. No one likes when they call him and impose something that he does not need at all.
However, cold calling is not a waste of time. They can and should be made effective by hiring the right managers who will not turn the whole process into a banal phone call. In this article, we will look at what cold calls are and the rules for their implementation.
What is cold calling in sales
All calls can be divided into two broad categories: cold and warm. Warm calls are contact with a client who already has an idea about your company. For example, he previously purchased a product, or was simply interested in services. The purpose of warm calls is to remind you of yourself in order to restore cooperation. Warm calls imply that the operator already knows who his buyer is, as well as how he can be interested. What then are cold calls?
Another thing is cold calling. Here the operator knows almost nothing about the client. Communication goes according to a script written in advance. The operator calls the database of potential customers and offers the company's product. As a rule, cold sales have low efficiency, however, sometimes they are the only way to get through to the head of the enterprise.
According to statistics, only 1 client out of 100 "falls" on the operator's hook and performs the action he needs, for example, purchases a product.
In what cases are used
The B2B industry is not complete without cold calls. So, this sales technique has just begun to gain momentum. What is it for?
- for a constant influx of new customers into the company;
- to announce that it has entered the market new company or service;
- in order to update the client base;
- to select the most promising potential customers.
Video - how to write sales scripts for B2B:
In Russian practice, cold calls are most often used in such areas as advertising, production, wholesale and anything related to real estate.
Advantages and disadvantages
Although seemingly ineffective, this method of telemarketing has several advantages. Let's consider the main ones.
- Such telemarketing much more efficient than distributing flyers and other printed materials. Moreover, it is through telephone conversation you can ask for a personal meeting with a responsible person.
- Client automatically set up for business when communicating on the phone, and this also helps to sell a product or service.
- Telemarketing is effective method conduct research. So, even if the operator failed to persuade the client to buy a product or service, then his interlocutor probably answered some questions, on the basis of which a more accurate map of the target audience can be made.
- The effectiveness of cold calls directly depends on the manager who implements them. So, you can increase it by hiring the right competent specialists.
Video - examples of cold calls for a manager:
Options for organizing sales in the form of calling customers in the database
In order to organize cold calls, you can either involve the managers of your organization, or outsource this process, for example, to the Call Center. Both options have both pros and cons.
Own managers
How good are your managers? They know everything about their product. So, you will not need to give them information about what you are going to sell over the phone. Also, the organization of calling the base by your own staff is a cost minimization, because you do not need to pay a third-party organization. In addition, there are the following nuances when organizing telemarketing by your employees:
- Human factor. When making about a third of cold calls, the operator is faced with negativity: people on the other end of the phone are rude and just hang up at the most inopportune moment. If you don't want your employees to experience the next few weeks Negative influence nervous secretaries and negligent directors, then it is better to outsource cold calls.
- You'll have to on your own write a conversation script, according to which the call will be made.
- Ordinary managers most likely unfamiliar with technology active sales and therefore the effectiveness of cold calling performed by ordinary employees will be somewhat less than if you entrust it to professionals.
Cold calling through regular employees is effective when the customer base is small and you are in the mood for a good return on telemarketing.
Agreement with a third-party CALL center
Outsourcing a task has several obvious advantages, chief among which is efficiency in making calls. Call center operators have developed a sales technique for themselves and it is easier for them than for company managers to reach out to the decision maker. The services of a third-party company should be used if the client base for calling is very large and the process will take a long period of time.
You should not assume that since Call-center employees do not have an idea about the promoted product, they will not be able to complete the sale. In fact, in cold calls, it is enough to know the technique of conducting them, and not information about the product being promoted.
The disadvantage of this method of conducting cold calling can be called monetary costs, since the services of outsourcing companies are quite expensive.
Cold calling as a telephone sales technique
Cold calling in marketing is a whole science that has several sections. So, one of them is the conversation pattern. If you call the company, you will most often get to the secretary or operator. But how do you get to the contact person you need?
Universal Conversation Scheme
Almost every cold conversation consists of several stages. So, when you call the company, you get to the secretary. As a rule, more than half of cold calls end here, because a competent secretary will never let a "salesperson" to the manager. If the manager successfully bypasses this stage, then he faces the following tasks:
- Get to know the decision maker and try to establish contact.
- Understand what the potential customer needs. Talk about the company's product or service. Respond to all objections.
- Set up a meeting with the goal of closing it with a sale.
LPR - what is it in sales
The decision maker (decision maker) is the person in the company who can approve or, on the contrary, make adjustments to the project. Do not assume that this person must necessarily be a director. So, sometimes this person is the deputy director, commercial director, head of the sales department or just the general manager. It all depends on how the hierarchy is built in the company.
It is not easy to find an approach to such persons, however, with a competent conversation, the operator has the opportunity to bring the decision maker to a cooperation agreement, or at least to the fact that he agrees to accept the manager in the office.
Video - how to arouse customer curiosity in the first seconds of a cold call:
In order to calculate the decision maker in the company, you must be a "scout". From your questions to the secretary, go trustee depends on whether you understand who to contact in order for the purchase of your product to be approved.
The operator must be resourceful and bold in order to clarify who makes the decisions. This can be done, for example, through the accounting department or the purchasing department. Do not be afraid to ask the last name and first name of the responsible person, this will only increase loyalty to you.
An operator who is trying to convey the importance of purchasing a product must also be a marketer in order for his unique selling proposition to be truly “unique”, and not copied from competitors.
You should be prepared to explain the benefits to a potential buyer, and, knowing his pains, convey the benefits of acquiring the company's product.
If these conditions are met, the decision maker will make contact on his own, without waiting for the final part of the manager's speech.
In order to reach the decision maker, you need skills such as ingenuity, creativity, a fresh look at things, a high level of communication.
How to bypass the secretary when cold calling
There are many scenarios for bypassing the secretarial barrier. Thus, the task of the sales manager is to determine which approach will be more effective in communicating with a particular secretary. What can be done so that the secretary connects with the decision maker?
Enchant
In order to bypass the secretary, you can use flattery. A couple of compliments should be thrown in his direction regarding his professionalism in his work. In most cases, this immediately increases the secretary's loyalty to the operator, and he will be ready to connect him with the decision maker.
Recruit
You can pretend that the director/sales manager/deputy boss himself asked you to call him back. In a dry and persistent tone, you need to introduce yourself to the secretary and say that the decision maker is waiting for a call from him. This trick often works.
Video - 11 tricks for passing a secretary with a cold call:
However, it will not work to “recruit” a secretary who is no longer young and experienced. As a rule, on large enterprises the director is "protected" by a woman of Balzac's age, who immediately sees through the recruitment attempt. If the operator feels that this method will not help here, then the only option left is to be polite and courteous and ask the secretary for help.
cheat
Not everyone can cheat, however, this technique also works. For example, you can call the secretary and say that such and such a company is preparing for a purchasing manager business letter, but cannot find his last name, first name and patronymic, as well as contact details in order to transfer a business letter. The secretary can not only suggest the name of the right person, but also give an e-mail or even a phone number.
Show resistance
Not everyone can apply pressure, but power techniques work great. The main component of such a technique is the "staging" of the secretary in his place. So, after he refuses to connect you with the decision maker, you should ask who exactly is involved in the decisions, and also clarify that this information will be reported to the company's management. The secretary will return to his post and it will be possible to continue the usual live communication.
You can find out contacts not only from the secretary, but also from other employees of the company. As a rule, they have less contact with "salesmen" and it is for this reason that it is much easier to find an approach to them.
Using scripts
A script is a pre-planned sequence of actions that is executed as the call progresses. A scenario can be called a script, where the choice of this or that action depends on the action of the “opponent” (DM or secretary).
Scripts help to conduct a conversation as fruitfully as possible: for example, practice has shown that working with scripts increases the likelihood of a sale up to 30%.
Scripts come in two types: rigid and flexible. Hard scripts suggest that there are not so many options for the development of events. Rigid scripts are used when the promoted product has many advantages and it will be difficult for a potential client to refuse the operator. For example, you simply offer a huge discount, or some other benefit that your competitors do not have.
Flexible scripts will be used when the promoted product is “complex”. In order to sell it, creative and creative managers are required. There are many options for the development of events, and that is why flexible scripts are multivariate.
Work with objections
The decision maker will resist in every possible way to make a positive decision. So, scripts help answer all his objections. For example, a decision maker may say that the company is having a difficult time and in cash she doesn’t have it right now, or simply and clearly answer “I’ll think about it,” which is equivalent to “I refuse you.”
Consider the most popular scripts to convince the client that his objection is worthless compared to the merits of the product.
- Yes, but along with that …
Convince the client that along with the disadvantage that he identified, the product has many advantages. For example, if a potential customer says that he has heard a lot of bad reviews, convince him that there are ten times more positive reviews about the product.
- That's why….
A potential client wants to think and offers to contact you a little later? It is worth answering such a decision maker that this is why you want to meet with him. The decision maker says that the product is expensive? That's why you offer him a trial version or a huge discount.
- Make the client remember past bad experiences.
For example, he also claims that your services will cost him a decent amount of money. Ask him if he ever bought a cheap item and then went for an expensive one anyway. Surely he will confirm your guess and it will be even easier to close the decision maker for sale.
conclusions
So, cold calls are a time-consuming, but quite effective way not only to attract new customers, but also to clear the customer base of unnecessary counterparties, and also just to make a small reminder that your company will always be happy to provide them with services or sell goods.
Cold calls can be made both independently in the organization, and this process can be outsourced. Both methods have both advantages and disadvantages. Cold calls are only gaining momentum and their popularity as a sales method is growing every day.
Video - cold calling tips:
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