In sales and marketing, cold calling is an approach wherein a company calls customers who are not expecting to speak with you. Cold calling is referred to as ‘cold’ because it is an unexpected call without any preliminary assumptions from the customer. When you are calling potential customers who are interested in your products and services like those who have signed up for your newsletters or postcards, it is referred as ‘warm’ calling.
Cold calling works with good techniques. When making a cold call, you have to represent yourself not as a traditional seller. You need to draw out a scheme wherein you do not let the customer notice that you are selling. Cold calling does aim to sell in the traditional sense. Rather, the goal is to create a conversation, to get the customer’s attention, and to make a further discussion of whatever it is you are promoting.
5 Basic Techniques Used in cold calling:
- Preparation. An effective caller is always prepared. Make sure you are representing a product or service of good quality. Also, always take note of the purpose of your product. Make sure it fits your market. You also have to prepare a good mental approach. Your mental approach is the way you see yourself in the whole cold calling activity which includes your working environment, time management, equipments, and your image as an unknown caller. Your calls can be delivered effectively when relaxed and focused. In order to become a successful cold caller, develop your ability and confidence in dealing with different people. Your knowledge about product and service will represent your credibility and reliability. This will help you with your strategic skills when facing different questions from your potential clients.
- Opening Spiel/Introduction. Having a clear and concise introduction can help you get a person’s attention. Be strategic and state your main reason to further the conversation. Your opening should be detailed, concise, and specific. Do not spill every detail in your intro. Let the person speak before you spill out other details.
- Questioning and Objectivity. A part of cold calling is to ask good facilitative queries which can help the customer identify his needs. This will also help you see the situation more clearly which will help you further explain your products or services. In the process of your call, you have to be objective. Be fair and neutral and do not push your product. Be an advisor but do represent yourself as a seller.
- Listen, Interpret, Inform, and Educate. In cold calling, you are playing the role of an adviser so a good listening skill is a must. Visualize yourself in their situation; be strategic rather than being pushy with your sales. You are an expert adviser so you have the responsibility to inform and educate them as well. This approach is pleasing and appealing to the customer which can help you better with your sales.
- Keep in touch. After getting them to converse with you, be guided by their needs and situation. Identify how you can help them. Involve them in your system and make them feel that they need your product and service. Take note of the important points that you have gathered throughout the cold calling. Make recommendations and stay in touch with them.