Cold Calling Techniques that Really Work

MarketingWit Staff Sep 29, 2018
Contrary to what many people think, cold calling is simply done to obtain an appointment from a potential client. Let's look at some techniques that can help you get more customers interested in your products.
The aim of cold calling is not to complete a sale, but to get an appointment for presenting the product to a potential customer. It is the initial step to gain attention of the customer and keep him interested towards what you are selling.
It is a very crucial part of any sales strategy, wherein the details of the product cannot be provided over the phone.

Making a Cold Call

There is no doubt that before making a call, you need to understand the product in and out. When the prospective customer answers the phone, attract his attention by mentioning his name. Make sure that it is the correct time to talk, and whether the customer has some minutes to spare from his busy schedule.
Brief him immediately about who you are and the company you belong to. Inform him that you have made the call not for a sale, but just to schedule a short appointment. And see to it that the prospect does have time to respond to your presentation. Here are some techniques to effectively handle a call.

Research and Then Choose the Appropriate Target

The main aspect of a good marketing plan is to research on and know the potential customer extensively. Similarly, if the potential client is a business; you need to research about its history, reputation, current market value, products and services, and other important factors.
Keeping a record of this data in front of you while making the call, will truly help you in getting an appointment, since the potential client will realize that you already know much about them.

Getting an Appointment is the Aim

Many sales executives make the mistake of turning a cold call into purely a business marketing call. They simply forget the fact that it is only meant for getting an appointment.
One should never talk about the product at length and try to close the sale on the call itself. Doing so will surely turn off the possibilities of getting an appointment and the talk may not last more than 20 seconds. Remember that the call is successful just when you get an appointment.

Promotional Item Before the Call

It is a good idea to send a promotional item to the potential customer in advance. While talking to the client, confirm that he has received the item and is aware about your business. This will create a good impression about your firm. And you can easily take the marketing process further to a sale.

Start a Conversation and Not a Script

It is very essential to start the talk as a conversation to attract the customer's interest. You should never read from a script or memorize it, which is only a standard guideline. Allow the prospect to respond back with his views and suggestions regarding your product. Ensure that you carry out the conversation in a personalized and cordial manner.

Do Not Assume Getting the Appointment

You are not successful unless you get an appointment or a fixed time to call back. Therefore, do not assume that you have got an appointment till the prospect says so. Moreover, never pressurize the person on the other end, on scheduling a meeting with you. It can be a cause for irritation if you sound pushy, and may lead to the person just hanging up.

Handle Objections

You need to prepare for the common objections prior to the call, and respond to them tactfully. And make sure to ask for the appointment again. If you receive more than 3 objections, it's fair to assume that the prospect is not going to meet with you, so thank him and politely end the call.
These are some techniques that really work for getting an appointment. If utilized in the right manner, there are greater possibilities for your business to generate a substantial amount of sales.