OK, let's heat up
cold-calling debate. Is everyone a salesman? Yes! Do most people have to make cold calls at some point? Yes! Do most people hate to make cold calls? Yes! So, you have two choices; either hire someone (a professional telemarketer) or do it yourself. If you have budget hire someone, great! If not, read on.To be a successful cold-caller you need following in your toolbox; an understanding of what constitutes a cold-call, a list of qualified people to call, an understanding of "numbers", a notepad, pens, scripts (at least 3), a calendar, a tracking system, a personal performance tracker, a mirror, relevant reference materials, right attitude, hands free headset, a commitment, a smile, a schedule, right questions, a bullet-proof rejection shield, an automatic objection response generator, a clearly defined goal, and knowledge of your purpose. Let's review each one in detail.
Tool 1 - an understanding of what constitutes a "cold-call" A cold-call is simply an outbound call made to someone you have never spoken with before. It is not a referral. That's a warm call. It is not any inbound call, even if that's your first contact. An inbound call is a blessing because someone wants to speak with you. Cold calls are often impersonal and must be made "personal" as soon as possible.
Tool 2 - a list of qualified people to call If you are not calling qualified leads then you might as well get out yellow pages and start dialing. Hitting qualified people boost your close rate dramatically and eliminates wasted time. Invest your time in qualifying before calling. You will still have to further qualify prospect once on phone. It would be ridiculous if you offer enterprise-sized solutions and called a small business. Even if person wants to buy, you would have nothing to sell.
Tool 3 - an understanding of "numbers" OK, we all know it's a numbers game. So, determine what "superstar" ratio is and work towards beating that figure. Establish where you are now in terms of success and you know how far you need to go. What, you don't have a clue how many calls to make? Ok, try 40 - 60 a day. For example; you place 60 calls resulting in 20 responses, resulting in 5 decision makers reached, resulting in 1 presentation. Assuming you close 1 sale for every 3 presentations, you will have made 180 calls over three days. Your numbers may vary but it's all numbers.
Tools 4 & 5 - a notepad, pens This is an easy one right? Wrong! The notepad and pens are obviously to take notes. But its type of notes you take that make difference. Listen for words describing how they process information. People have a dominant "channel"; visual, auditory or kinetic. They tell us their channel by saying things like "I see what you mean", "I hear what you're saying", "this feels right to me". Also, listen for buzzword terminology and play them back. Say someone says "I'd like to take this step-by-step" you could respond later in conversation with something like "let me walk (if kinetic) you through this step-by-step". This is powerful stuff! Better yet, it works!
Tool 6 - scripts Call them notes if you don't like term scripts. But, have at least three of them; First Contact, Follow Up, and Close. Scriptwriting is an art but there are some definite guidelines you can follow. Make sure you are using scripts that are proven to work. For example, First Contact script must include; an introduction, purpose of call, caring for individual, a number of close-ended questions to ensure you have a decision-maker, probing questions, value statements, action, and close. You can see a lot is involved so make sure you get it right. Need help with your scripts? Get it! It's that important. Don't know where? Contact me!
Tool 7 - a calendar Finally, an easy one. You need an electronic or paper calendar for reverence. Ties in with Tool 8.
Tool 8 - a tracking system ACT, Goldmine, Daytimer, make one up, etc, whatever works for you but you must have a way to track every activity.
Tool 9 - a personal performance tracker This is part of Tool 8 if using automated systems like ACT or Goldmine. Whether you are or not, a personal performance tracker keeps tabs on statistics, "numbers". This way you will know how many calls, how many people you reached, etc. It also records your comments such as; how far you got, problems you encountered, notes for improvement, etc. This is an indispensable tool for success.
Tool 10 - a mirror You simply need to watch your facial expressions making sure you are positive, energetic, and upbeat. It also give you a way to make sure you are using Tool 15.
Tool 11 - relevant reference materials You will probably need directories and lists of some sort however compiled. Make sure you have those references always handy.
Tool 12 - right attitude What is your "AQ" or Attitude Quotient? Without a positive mental attitude things that get you down, keep you down. For making cold-calls you need enthusiasm, you need to feel like a winner even when you are not, you need to exude self-confidence even when yours is low, you need to be excited and passionate about your product or service, and you need positive self-talk to carry you through tougher moments. The more attitude qualities you have (or subsequently get), better results. When someone asks you how you are doing, you answer, "I'm Wired, Fired, and Inspired!" Or, as Attitude Expert Keith D. Harrell always answers "I am Super Fantastic!". Other's I know answer "I'm Taking It To The Next Level!", "Absolutely Outstanding!". You get point, people, like "UP" people.
