Cold calling is basically a marketing process that utilizes telephones, emails or even social networking sites to approach unsuspecting potential clients. It is labelled as ‘cold’ because customers are not expecting such interaction from a sales person. Due to its tricky nature, it is no surprise that cold calling is on the brink of its ultimate demise. From countries actually outlawing cold calls to far too many hang-ups and ‘not interested’ and ‘busy’ clients at the other end of the line, it almost seems like resuscitating this type of marketing strategy has gone beyond futile.
Most people would think by now that cold calling does not work for a simple explanation that clients really don’t want to be bothered by a pesky salesperson regarding a seemingly useless product. But everything else, cold calling works – if you know how to do it right. With a few tips, it may not be that difficult to make a prospective customer warm up to cold calling.
- Choose a ‘quarry’. The main reason why cold calling has been deemed as unsuccessful is because of the fact that most marketers are only interested in the quantity of phone numbers or contact addresses they have in their hands. They would ask to speak to the person in charge, without even bothering to know the name of that person then act totally bewildered if the customer is ‘not interested’ even though they only talked for less than a minute. It would help your cause if you research the person and/or the company you are cold calling. At least be sure that your product would indeed be of any use to the owner of that number you are holding. Remember, cold calling is not about making a sale but a chance to make a sale.
- Formulate a script. Don’t start picking up that phone if you are not even sure what to say! Organize your thoughts and write it down so won’t leave out anything important and will make room for less mistakes. Cold calling often includes (1) an opening statement; (2) a reference point, usually something about the client that may trigger his need for your product or service; (3) a list of advantages of your product or service; and (4) an advancement to a question and/or conversation with the client. Don’t read your script straight out of the paper though when you call. You would sound wooden and insincere if you do. Use it as a guide instead.
- Know the lingo. If you are about to call a specialized company, make sure that you speak and understand their language. Clients can tell if at least you comprehend the basics of what you are talking about. If you are cold calling to offer, say chemicals to an adhesives company, at least be prepared for questions like ‘How could that affect our product’s adhesive and compressive strength?’, ”What is the rate of its pot life?” If you have no idea as to what the definitions of adhesive and compressive strength or pot life then you might as well talk to a dial tone.
Cold calling only fails if the marketer or salesperson is too lazy to do his homework. Cold calling has been proven to be a foolproof way to generate new contacts, businesses and general interest to what you are selling. Just follow these tips and your phone would start to burn in no time.