Taking The Fear Out Of Cold Calling
There are several steps to a successful sales process. The first and last steps of this process may be more feared than any other. The first time you reach out to a new prospect or the “cold call”, and the “close” or gaining commitment.
I make many comparisons to building personal relationships when developing your sales process. Cold calling should be no different. When we meet anyone for the first time, whether personal or business, seldom do we ask for a large commitment from them when they hardly know us. If we do, the stress and tension may cause the other person to want to run in the other direction.
Why are we surprised at the prospect’s rejection when we hit them with our memorized “sales pitch” before we take the time to get to know them or their needs? Are you drawing people to you or repelling them? The first step to a successful relationship building process is to build trust and rapport.
People are very busy and the last thing they want is a salesperson calling or interrupting their day, however, they may need what you have. How will you get them to listen? Here are just a few tips to get you started:
- Remember, the objective of the cold call is to get you an appointment. Nothing else. This is not the time to tell them all about your product or service.
- Attitude is King! On the phone or in person. Look and feel up. Look in a mirror while you are making phone calls to make sure you a conveying the proper attitude.
- Consider sending an introductory letter or some type of promotional product to introduce yourself. This will give you a point of reference when you schedule the appointment.
- When you ask for the appointment, be specific. Ask them if Tuesday at 2:00 or Thursday at 10:00 would be better?
- Respect their time and be brief. Earn any extra time they give you.
*Bonus tip: The person at the front desk is one of the most important people in the company and can determine if you get to see your prospect or not. Do not take them for granted.
Fear of rejection is the major reason people avoid this part of the process. Be friendly and keep the best interest of your client in mind to overcome this fear. Also, set clear goals to keep you motivated and understand that consistence and persistence is your friend.
Depending on your personality style, you may see cold calling as a competitive challenge or it may scare you to death. Regardless, you must find a cold calling style that fits your personality. Breaking the ice and connecting to new people is a vital part of a Relationship Sales Process.
Have a great week!
Pierce
