I come from a history of cold calling....
Today’s post is from our SafeSourcing Archives
I come from a history of cold calling. When my mom was in junior high (circa 1955), my grandmother started her own catering business. A hard working Hungarian immigrant, she would sit at their kitchen table every Sunday afternoon after church and call the family of every single young woman listed in the engagement announcements to ask if they had decided on a caterer. My dad is a mechanical engineer, turned salesman, who spent the bulk of his career in the tool and dye industry selling everything from diamond grinding wheels to linear ball bearings.
I guess you could say that I was born into it. Although I resisted for the first several years of my career, once I finally gave in to the sales call, I never looked back. One of my favorite parts of the sales cycle is the cold call. It’s the first introduction of the product or service that you have to offer to a person or business that may have a need for it. I see cold calls as a challenge, each one a fresh opportunity. Apparently not everyone feels the same way. Here are a few suggestions that might help your cold calls be a little less frightening and a little more fun… like mine!
- Be Confident. Go into each call with confidence and optimism. You are a business professional providing a viable product or service to someone whose company might very well have a need for it.
- Listen. You’re prepared. You have a good understanding of your value proposition and basic understanding of the businesses that you’re calling on. Now have a conversation, paying close attention to what’s being communicated verbally and otherwise.
- Be Yourself. Believe it or not, discomfort is easily perceived over the phone. You do not have to be unnaturally pushy or super aggressive to make sales calls. Using your own assets and unique personality to create a genuine rapport can be much more effective.
- Speak at a Normal Speed. Or even slightly slower than normal, and enunciate. You want to do everything you can to help your potential customers hear what you’re saying. There is nothing worse than struggling to understand someone who is speaking too quickly or mumbling.
- Be Succinct. Get to the point quickly, keeping in mind of course that if your potential customer feels like engaging in a little small talk to feel more comfortable, you’ll be happy to oblige.
- Know Who To Ask For. When making sales calls, do your best to understand who the decision maker is for your particular product or service. For some clients, it might be VP of Marketing, for others it could be the head of Human Resources. Learn who makes the final decision before picking up the phone, so you’re not wasting their time or your own.
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