The current economic climate doesn’t make the job of a professional salesperson effortless; this isn’t uncommon in these times of less money. It’s likely will be a tough (but feasible) market in five years from today. It’s true that cold-calling worked well in the ’60s. It worked in the ’80s and still continues to work in the present. Hot leads are excellent. Referrals are more effective. In the final analysis, there is nothing that can be more efficient in completing your sales pipeline quicker than cold-calling prospecting for new customers.
Unfortunately, due to the advancements in technological advancements and speed at the speed at which information is transferred from one place and B, a few people believe that cold-calling is not any more efficient. They think that cold-calling is just for those who are new to the business; skilled sales professionals have more tasks to complete on their day-to-day activities than picking up the phone and look for the latest growth possibilities. That would be a travesty!
For all of you, sales managers who continue to reinforce the economic advantages of cold-call marketing, thank you for your dedication to excellence and building (and brave) successful sales teams. And for everyone else be damned. And for those “sales experts” creating an environment of salespeople who are weak through teaching their clients everything, not just cold-calling – perhaps you could learn something from this article.
Myth #1: Cold calling is not effective; it isn’t effective.
To be successful in cold-calling, you must be proficient in the telephone. However, it’s nothing to be taken for granted. Millions of salespeople across the globe – each day, take the phone and call a person they’ve never met but want to work with and develop opportunities. Simply put, it is effective! The more you practice it, the better results you can become. My biggest clients, as well as my previous job (Management Consulting) as well as what I am doing now (Sales Training), came as an outcome by picking up the phone and calling someone else. It is essential to make the call. Anyone who tells you that customers do not like being interrupted or are not tolerant of salesmen making a prospecting phone call is filling your head with nonsense! It’s fun (and more secure) to engage on behalf of your existing customers to earn business and also referrals, but until that business book can be used to support these activities exclusively, call the number to make those calls…every day.
Myth #2: Prospects are more intelligent today; they’ll be able to see me coming
Prospects are certainly more equipped to handle an offer from an agent. But do you know why? You’re also in the same boat! Like your potential customers who have read sales books and listened to the sales CDs and attended the seminars as well, so do you. But, honestly, what is the point? Selling isn’t an issue of popularity. It’s not really possible to be able to secure an appointment or lead every cold call, but when you’re making enough calls, you’ll be able to meet your goals. I’ve discovered that customers today don’t like an over-pressured salesperson. However, they did not thirty years ago. Remember that people still purchase items and services from salespeople. If they’re not purchasing from you, then they’re probably purchasing from your competition. Naturally (being an instructor in sales), I suggest engaging in an effective sales program and maintaining a high degree of performance all the time. It is beneficial for your brain, heart, and the bottom line (going into the banks more frequently).
Myth #3: You don’t require scripts
Can I have a moment? This is part of the bigger issue that is a result of the reluctance to call. Sales professionals are the majority of people who dislike cold calls – require a to be able to sell. Anyone who claims they love to cold-call is not telling the truth. There is a chance that 1 out of 100 loves the process; however, as a general rule, the person who says they would love to cold call hasn’t ever done it. Reluctance to call is common among salespeople who don’t have scripts that they can refer to. The first thing that happens is due to uncertainty about how the conversation will go. In the second the fear and polarization come into play, which causes inactivity (i.e., they aren’t making decisions). They provide you with the ability to plan your route, an excellent resource you can work from, and an e-book of play scripts that you can modify and revise. If you’re told not to utilize scripts (at least until it’s memorized) is giving you a false idea. I always advise my clients to read the script like a Hollywood actor. Say the words, if they need to be exactly as written; however, make it sound like something you’ve never thought of. I’m confident that you will be able to achieve this feat.
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