Cold calling has long become a relevant sales technique and lies at the heart of B2B. Many articles have been written about them with advice and concrete examples, but the quality of information is quite low. The fact is that remote selling is an art. Often other people's templates are used without understanding and do not bring the desired results. A salesperson working on cold calls must have knowledge in the field of psychology and marketing, as well as have acting skills.
Many people mistakenly perceive cold calling as simply communicating with the consumer of a product. But most of success depends on the ability to communicate and preliminary preparation. A cold call should entice a stranger to consume a product or service. Checking the need for preparation is quite simple - when you call any unfamiliar number to sell a product, you will immediately receive a negative answer and an unwillingness to continue communication.
In practice, most of the income comes from communications with various organizations. Any manager understands that this is a “tidbit” that cannot be missed under any circumstances.
For newbies, cold calling is associated with negativity and anxiety. But over time, the realization of their real effectiveness comes. Every successful sales manager owns a technique that forces the interlocutor to listen and make purchases.
Features and essence of cold calling
The success of the first communication determines the possibility of future cooperation. If contact is established, then you can count on a conversation and interest on the part of the addressee in the proposed product.
The “cold calling” technique got its name because of the reaction of many people to calls from a stranger. This is a normal reaction of a busy person. The manager must overcome alienation and change aggression to interest. Next, you have to establish business contacts and turn your interlocutor into a real buyer. Only a trained person with knowledge of marketing and psychology can do this. If the general conversation ended with beeps, then you should forget about this person for a couple of months.
In some countries, cold calling is illegal or significantly limited. They are seen as a violation of personal freedom, which are spelled out in the Constitution.
IN modern conditions In business, cold calling is a common sales technique. Managers often feel that they are useless - a waste of time. But when using modern techniques you can achieve good results. This confirms the trend of emergence and popularity of call centers. Most companies work according to the same scheme:
- Providing a client base for the purpose of establishing contacts: setting up a meeting, concluding a contract, selling goods.
- Call center employees call potential clients. Moreover, they do not have specialization - they do not care what product they work with. This confirms the versatility of the technologies used.
- Payment upon conclusion of the contract or on other terms.
Such services are used by small companies that decide to save on staff.
Cold calling rules
For success, you must adhere to the following recommendations:
- Speak competently, confidently and “without water”. If cold calls will be made regularly, then you should improve your speech.
- You need to be prepared for a huge number of refusals. Even experienced specialists are refused. Don't get upset and take it for granted.
- Don't focus on the product. If you have additional information about the client, you should use it. For example, the interlocutor is a football fan, and there will be a match in the next few weeks. It’s worth starting with positive news, and only later moving on to the benefits of cooperation.
- Respect the client's choice. Many are already collaborating with competitors. Don't talk negatively about them. It is worth sensitively identifying customer dissatisfaction, and then accepting new information in the future.
- It is worth separating objection and refusal. If you refuse, it is useless to continue the conversation, and you should work with the objection. Often a person may be busy or on vacation, which does not encourage discussion of matters. Then the task is to make a new appointment.
Before calling, you need to clearly define the purpose - to meet, sell a product, sign a contract. Nothing should stop you, you shouldn’t give up quickly and worry about troubles.
Sales technique
Cold calls are divided into 2 types depending on the goal:
- To quickly schedule a personal meeting with subsequent cooperation. The dialogue in this case will be short and direct. The tactics used can be called straightforward and aggressive. It is used only with promising clients. Make an appointment immediately after greeting. This type of cold calling saves time and is less aggressive, making it suitable for beginners.
- Explanation of all the advantages and prospects for cooperation. In this case, it is unacceptable to ask direct questions. It is imperative to discuss issues both relevant and not. IN in this case the client will come to the meeting with an understanding of the product being offered, which increases the chances of a positive result.
Cold calling algorithm:
- Search important information about the company and the client.
- Make a communication plan with different outcomes. It may be the same for one group of clients. This point will determine the effectiveness of further conversation.
- Call:
- Greetings.
- Introduction: name, company, position.
- Brief story about the company.
- Obtaining information from the client that will allow you to attract cooperation. In this case, leading questions would be appropriate: “Have you tried...”, etc.
- To interest the client - talk about the advantages, possible results, give examples of effective cooperation (without specifying clients - a trade secret).
- Dealing with objections. You should fight for the client - give reasons for positive cooperation. Indicate that contracts have been concluded with many companies, which allows you to use cheaper services.
There are people who enjoy being persuaded. To continue the dialogue, they constantly find counterarguments. Then it is better to end the conversation by offering to send commercial offer. If the client is interested in cooperation, he will name contacts.
When communicating, you should show maximum professionalism and show good knowledge in the field of work. The interlocutor must receive an accurate answer to any question. The information should be useful. If you have difficulty answering, you should suggest consulting with your boss or a more competent specialist. Lying always causes negativity and a bad impression.
Among the main secrets are:
- Always smile when communicating. This is necessary for good mood not only the seller, but also the buyer. A person always feels a friendly attitude, which will allow him to conduct a business conversation.
- Constantly develop. It is enough to make 80-100 calls a day to reach the required level in a month. This will give you confidence and gain respect from your clients.
Tricks of the professionals:
- exclude any denial, phrases “I don’t know”, “hello”, “normal”;
- be calm in any situation, never raise your voice during a conversation;
- use names, but not often;
- If you can't get in touch, call back another day.
Main obstacles
Every reputable company has secretaries and office managers. Their task is to protect the manager from “spam”. The secretary is not interested in the “boss” communicating with the seller. For this reason, it is necessary to make friends with him or get around him. But you shouldn’t consider this an easy task, since there are professionals working there too who protect the manager from unwanted visits and calls. They undergo special training to optimize their boss’s working time.
In the call center, calls are divided into strangers and our own. In the first case, switching occurs upon request, and in the second, the caller is rejected in every possible way. At this stage, the seller’s task is to get into the allowed group. Otherwise you will hear something like this:
- "Thank you, but we don't need it."
- "We are not interested."
- "The person is not present."
- "No time."
- “There are no available funds”, etc.
To get the green light, you need to become “insider” - an important partner or client. But if this is not the case, then you should use the client database with the data:
- Company name.
- Full name of the director.
- Contact details.
Such information will allow you to get through to the decision maker. It is enough to clearly name the name of the person of interest. However, such data is not always available. Then you need to prepare in advance for difficult negotiations.
Preparation
Cold calling actions will depend on the availability of the following information:
- the name and position of the person concerned is known;
- Only the position is known, but the full name is not;
- There is no information about the name and position.
The first option is the simplest and does not require detailed consideration. In the second and third cases, it is necessary to collect the maximum amount of information about the person: his full name, the correct job title. You can find the data on the Internet or ask a company employee:
- « Good morning! Tell me the name of the director, it is necessary for the service agreement.”
- "Good afternoon. Please contact the sales department." There are no secretaries in the sales department; there are only salespeople who work there and have the necessary information.
- “Tell me the director’s middle name. What is the correct spelling of his last name? We need to draw up an agreement."
In small companies, the duties of a secretary fall on an employee without telephone conversation skills. This allows you to use most techniques.
You can find the manager’s information on the company’s official website in the “about us”, “contacts”, etc. sections. You should not ignore this method of obtaining information. You can also use search engines to enter your company and position or full name.
After searching for your full name, you can start calling with “Good morning, please connect with Petr Petrovich Sidorov.” A clear, confident and clear message will allow you to get into the “friends” group, since the caller already knows exactly who he needs. Predict further development conversation is problematic, but it is quite possible to influence this.
It is important to monitor the opening of new companies in order to be the first to make them advantageous offer. Any information on the Internet, news or interviews with people of interest will be useful in the future.
Dealing with secretary objections
You should not offer the product to the secretary or through him to the manager - this person is not a direct consumer and his interest is minimal. Many managers warn secretaries about their reluctance to communicate with advertisers. It is necessary to bypass the call-center by all means. Hidden scripts will come to the rescue.
Work through each cold call should be done individually. To increase efficiency, text algorithms and scripts are used. When the conversion rate of cold calls is low to achieve desired result you will need to reach a larger audience. To reduce time, you should use a selection of questions and answers.
During communication, it is necessary to exclude identifiers - phrases by which you can identify the seller: “hello, girl”, “I’m from ..., my name is ...”, “do you feel comfortable talking?”, “What’s your name?”, “I want to offer you ... "
To bypass barriers, you can use the following phrases:
- Secretary: “the manager is busy, he can’t talk to you.”
- "I understand. Tell me, when can I call Semyon Semenov, so as not to distract him?”
- “Hello, connect me with Ivan Ivanovich to resolve the issue regarding provider services.”
- Secretary: “Leave your number. Alexander Alexandrovich will call you back himself.”
- “Thank you, but the offer is for VIP clients. I would like to speak with him today and discuss important details that are within his competence.”
- Secretary: “Unfortunately, Mikhail Sergeevich is not here, but you can send the information by mail or pass it through me.”
- "Thank you. Tell them that the question relates to the company’s information security. My phone..."
Often you will have to exaggerate and cheat a little. But in the absence of a personal meeting, 95% of the proposal will not be studied. Only through personal communication can you count on selling products.
The examples given show how to bypass the first barrier - the secretary. Answers and questions are varied. Today there are special organizations that determine and provide information on the segment they occupy. Employees of such companies create sales scripts for the transferred client base. For an additional fee, you can order a full-fledged cold calling.
An effective script can only be created after special preparation. It is important to understand who is sitting on the other end of the “wire”: professional level, field of activity, etc.
There are several tactics for different situations.
- Big boss. Need to create an illusion important interlocutor: “Sidorov is calling, connect to the boss.” The voice should be stern and delivered, to which it is impossible to object or ask a clarifying question.
- A very big boss. The illusion is created that the secretary of the big boss is calling. This is an option for those who are hesitant to use the first method. In conversation, you can use a soft voice: “Good afternoon. They’re calling from Sidorov’s reception, please connect to Ivanov.”
- Make friends. You can often make friends with a secretary:
- Orion Company. Anastasia, I’m listening.
- Anastasia, nice. Please advise who to contact to talk about...
- Walking around from the rear. If your friendship with the secretary does not go well, you can call again and introduce yourself as a client or job seeker. Then ask to speak to the sales and HR department. Other employees do not have precise regulations and can provide assistance. It is necessary to ask a question, the answer to which is in the competence of the director, and not the secretary: “What kind of steel is used at the plant? This is required for the project."
- Old acquaintances. In a calm tone, ask to connect, as if you need to continue the discussion or clarify some issue: “Good morning, Petrov, Ranet, connect with procurement.”
- Nuances.“We need to discuss procurement details.” It is important to highlight the words DETAILS so that the secretary thinks that cooperation has already been agreed upon.
- Late call. Call after work hours are over. Secretaries rarely stay late, unlike bosses. As a rule, the boss himself will answer the phone.
Addressee's objection
Even if you manage to get through the secretary, there is no guarantee successful communication with the leader. When communicating with the consumer of a product, you should unobtrusively but convincingly show the value of the product and its advantages over the one already in use. Most of the calls will be to companies that are already collaborating with someone.
Call example:
- Good morning! My name is Ivan, organization…. I would like to offer you cooperation regarding provider services.
- Thank you, Ivan, but we are working with another company, we are happy with everything.
- This is good, but I suggest conducting a comparative analysis to determine the material benefits and quality of services. I offer to use our services for free to determine the benefits.
- I don’t know, Ivan, whether it’s worth changing anything. We are happy with everything.
- Let's meet in person so I can show you the benefits of cooperation. Who refuses significant savings in the current situation? Is it convenient for you tomorrow before lunch or is it better after?
- I'm very busy, I can't spare even a minute.
- Our meeting will not be long. Maybe today at 20.00?
- Okay, let's talk today at 19.45 for 15 minutes.
Conducting a conversation is much easier if preparations are developed and various situations are worked out. To do this, they use scripts that make the conversation more efficient and faster. When used, the conversion of cold calls increases.
Universal script
Often the purpose of cold calling is to update the database - to isolate a potential client and check his capabilities. There are two key points:
- Reaching the consumer.
- Communicate with him.
It is worth remembering that only people who are capable of making decisions can confirm the level of demand.
Example 1
- Waiting for a response to a greeting. This is the main mistake of beginners - they often ignore this point. A person can only focus on 1-2 things at a time. If before the call he was reading, writing or resting, then the interlocutor’s attention should be switched to the conversation. Don't expect everyone to expect a cold call. This is not true - at any given time people are doing something and continue it after the call. To switch attention, the word “hello” is enough. The response will confirm that the interlocutor’s attention was not focused on the conversation.
- Introduction: “Svetlana, I represent the company...”. You should not use the title “sales manager”, as it often causes negativity. The above example excludes lies and is not annoying.
- The obligatory phrase “I was advised (recommended) to contact you.” This is a kind of recognition sign “you and I are of the same blood,” which allows us to conduct dialogue on equal terms. Don’t be afraid of the counter question “Who?” - it is asked only in 10%. Otherwise, you can name Ivan Ivanovich, with whom you spoke the day before.
- Non-standard question. These could be direct questions: “How to become a supplier?” or “What can we do to collaborate?” The client cannot escape such a question. A common reaction is laughter, which makes communication lively and unusual. There is no need for product presentation. But this does not mean that the manager should not know the product. It’s just that simple comfortable communication should come first. The client himself will tell you about his needs.
- A few touches. If the interlocutor is interested, then he is sent a commercial offer. The next day you need to call back and inquire about the product offered. This will be a reason to continue the conversation. You should definitely ask when it’s more convenient to call back and what doesn’t suit you.
People often ask for mailing lists when there is no desire to communicate further. But this “soft refusal” also has advantages - the customer base will be expanded. The person will begin to receive newsletters about products. Of course, he has the opportunity to unsubscribe, but in practice this rarely happens. Experience shows that the client is ready to cooperate only after 8-9 touches. It's not difficult to calculate:
- A call when a client “sends”, asking to send an offer by email.
- Sending a letter.
- Call on the second day to confirm receipt of the letter.
- Newsletter in the first week.
- Newsletter in the second week.
- Week 6 newsletter.
As you can see, you can receive an order in a month and a half.
- The cost should only be indicated in the full estimate. You shouldn't talk about the cost without sending an invoice. You should not do this under any pretext - in practice, clients immediately interrupt the conversation after this. The customer only remembers the cost of services after calling many companies without identifying them. The invoice gives an advantage when making a decision - you can immediately see what the payment will be made for and the terms of reference have been agreed upon.
- Don't be pushy. After “no,” you should thank them for their time and then end the conversation.
The desired result will be achieved if everything is carried out according to plan, excluding improvisation. You should not interrupt your interlocutor; write down all information carefully.
Cold calling should always be present in active sales, as it allows you to attract new clients and conclude profitable contracts. There are several sales techniques that take into account the features of marketing, psychology and sociology. For convenience, ready-made scripts are used to automate the process. All a manager needs to do is read the sales text with the correct intonation.
And today, cold calling remains one of the most common methods of promoting a company. The reason is obvious - compared to personal meetings, in the same period of time you can talk to a large number of potential clients and optimize sales.
Spam is easy to block, a sent email may never be read, and commercials often go unnoticed. Everyone answers personal calls. Will it be possible to interest the buyer in this way? This is another aspect. But the manager definitely needs to try.
Critics of cold calling say the method is labor intensive and low in efficiency. According to the survey, the result of a cold call (the number of successful transactions, sales) varies between 3-10%.
What are cold calls?
Cold calling is making phone calls strangers in order to offer them certain goods or services. The reason for low efficiency is most often the lack of manager training, bad examples, incorrect scripts and incorrect sales tactics. The result is a negative reaction from a potential buyer.
Many managers claim that their main goal is to make as many calls as possible. more people. The more attempts, the more likely it is that someone will agree to the deal.
This is precisely the reason for low sales performance. We must strive to interest the interlocutor, make the conversation useful and exciting, and leave positive emotions. It's no secret that most often cold calling causes irritation. To change this point of view, the sales manager needs to “hook” the interlocutor, arouse his interest, then present the product, neutralizing doubts about making a purchase, and sell the product.
Tools for successful cold calling
When a manager makes a cold call, his potential buyer hears only his voice, without seeing the interlocutor. Such a client treats what he hears with distrust, and he does not always want to waste time on empty conversation. Therefore, the technique of making cold calls must be carefully designed and thought out.
Shell and base composition
The basis for successful work is a complete, up-to-date database. It doesn’t matter what you do or sell cosmetics. To replenish the client base, the sales manager needs to implement paid information programs, which are formed from reliable sources. Examples of such operating databases are Interfax and Fira Pro. You can use various paid and free programs to store and process data.
Negotiation experience and talent
Sales managers who talk about the low effectiveness of cold calls cannot organize them correctly. To grow sales, you need to immerse the manager in a comfortable environment. An unsure, trembling voice, a feeling of discomfort, a monotonous timbre of the voice will not give the expected results, and the cold call will fail. If the manager has doubts about the products being sold, the potential client will certainly not buy it.
Negotiation experience is also important. Experienced managers know in advance what their interlocutor will ask or how their interlocutor will answer, which allows them to calmly work according to the developed scenario, using scripts and examples. That is why a new employee needs to undergo preliminary training and training. There is a small exception to this statement - there are people with an innate talent for persuasion. They quickly establish contact with a potential buyer, pointing out the advantages and benefits of the purchase. Such an employee is very valuable, but there are very few such “nuggets”, while the rest need to learn a lot about the cold calling technique.
The most important skill is to cope with your emotions and make the buyer react to them. If the operator is relaxed and can carry on a conversation at ease, the interlocutor will be interested in communicating with him.
First impression
You will never have a second chance to make a first impression. This stage is the most “fateful”. When a person receives a call from a sales manager, he usually imagines a tired, stone-faced person with a microphone and headset connected, who does not care who he is talking to. There is no desire to continue the conversation with such a person, so in 99.9% of cases a cold call is already doomed to failure.
The key task of the operator is to become interesting to the interlocutor already from the first seconds. You need to understand his train of thought, be on the same wavelength with him, make him think, and evoke response emotions (sometimes even negative ones). To get a similar reaction from a cold call, just ask a provocative question. Alternatively, ask whether the interlocutor is authorized to make a decision, or compare his company with a competing organization. As a result, as a rule, he begins to enter into a discussion, which, if properly managed, can lead to a constructive result. But a sales manager should not abuse negative emotions; pleasant communication is much more effective.
Customers' choices must be respected. Often the interlocutor already has a supplier and is used to buying the products offered elsewhere or in a different way. There is no need to point out an offer that he “can’t refuse.” It’s better to communicate, find out what he likes and what doesn’t suit him, what the client gives preference to when making a purchase. Include this block in the script and example dialogue. After that, offer an alternative, indicating all the benefits of your company.
Cold call script for selling services
The term “script” means a pre-thought-out algorithm of actions, a pre-compiled template. A well-chosen script is a reliable tool for successful sales. The use of scripts is especially important if the sales manager makes a call for the first time.
There is a person on the other side of the line who knows nothing about you. In this case, it is necessary to build the most fruitful foundation for cooperation and making further cold calls, or to understand that the person does not need the services of our company, that there is no need to waste your precious time on him. Then there are repeated cold calls along a pre-planned path, which are aimed at results.
Script creation algorithm
In the work of a manager, it is important to gradually collect cold calling scripts and gradually improve sales techniques. WITH at this moment dialogue begins. The more important goals are set, the more professional managers are needed.
Key points when determining the purpose of a cold call:
- updating the database, identifying the target audience;
- provision useful information to the interlocutor;
- offering something interesting and free (a buffet at the end of a certain event, providing a trial product);
- receiving a response from the interlocutor regarding the company's proposal.
Examples of goals:
- inviting freelancers to training on the topic “”;
- informing the furniture manufacturer about new equipment for the production of upholstered furniture.
Diagnostics of the client base
You can spend a long time talking to someone, but if you misjudge their potential, you can waste your time and render your cold call useless. Therefore, at the time of negotiations, the manager needs to find out whether the person needs this service, how many units of product he needs, and whether he is ready to spend money on the purchase. But this needs to be done unobtrusively.
Client diagnostic example:
- Are you planning to expand your network next year?
- Can your equipment cope with the volume of orders? Are you planning to update it?
Presentation and analytics of answers
The presentation should be bright, interesting, concise and structured. To do this, the manager must draw up sales scripts.
Advice: present only the action you want to achieve from the listener (invitation to a meeting, information about a product). You should not present the entire company and distract your interlocutor with unnecessary information. At any moment a person can simply hang up.
Examples of targeted cold call presentations to consider when writing your script:
- At our training, you can not only learn about, but also evaluate the activities of competitors, find out what tools and techniques they use, and communicate with potential employers. Agree, this will be a great example and help for your self-development and growth.
- At the presentation of new equipment for furniture production, you will be able to evaluate the latest developments and achievements, analyze the effectiveness of various business processes with which furniture is made. This will give you the opportunity to better assess your real growth potential.
Call handling and closing
Since the likelihood of rejection when calling a cold call is very high, there is no need to be afraid of getting a negative response. After hearing an objection, you need to focus on the purpose of the call, not on the objection. You must try to get around the obstacle that prevents you from achieving the desired result of a cold call.
If the listener constantly makes different objections, turn them into advantages, promising to solve all the issues. The script will not be successful if you fail to interest the potential buyer in the need to implement the task set for you.
Example #1:
I already have enough orders and I don’t need the training offered.
- Our training will introduce radically new opportunities; you will learn how to improve your skills and double your earnings. Our event will open up new horizons for you, the scale of which you have never even thought about before.
Example #2:
I don't have free time for your presentation.
- Our event will discuss issues that will save time on solving various minor issues. In just two hours, you'll understand why you're constantly monitoring production floors instead of focusing on the strategic aspects that would move the company forward.
If the client agreed (or refused), the cold call to the sales manager needs to be closed correctly. Show the importance of the client for your organization and agree on further cooperation. Even if you receive a refusal, leave positive emotions about yourself, try to be remembered as a competent employee with whom you can work in the future.
Advice: Scripts should not be standardized. When compiling them, you need to take into account the specifics of the service or product being sold, and the purpose of the cold call. A potential buyer may have heard the standard script many times: “Hello! We are a dynamically developing company, 200 years on the market, etc.” To interest him, you need to stand out among the same type of uninteresting offers. To do this, take the time to create a unique script that will pique the interest of the listener.
Cold calling: example dialogue
There is no person who does not want to buy a certain product, there is a seller who cannot sell it correctly. Purposefulness, tactfulness, result orientation - these and other qualities will be needed by a sales manager to achieve his goal. Let's look at an example of a cold call:
Good afternoon
- Hello!
- Limited Enterprise Company, manager Angela. Could you put me through to the CEO?
- He's not in now.
- When can I talk to him?
- Never, because he is very busy and cannot give you time. I am his deputy, ask me all questions.
- Great, please tell me what is your name?
- Maxim.
- Maxim, very nice. We are organizing a new business training on the topic “How to attract new customers and increase sales?” Are your managers searching for new buyers?
- They are looking. But, unfortunately, both for me and for general director I don’t have time to attend your training.
- Would you like to increase your work efficiency so that lack of time no longer bothers you?
- You know, so far everything is fine with me, everything suits me, I already consider my business plans successful. Thank you.
- Do I understand correctly - all your sales managers are 100% busy?
- Yes, 100% and even more.
- It’s so good that we contacted you on time. The goal of our training is to redistribute the workload among managers with higher efficiency. Just imagine - one of your managers will be able to manage 2-3 times more clients. The training will cover the topic of sales optimization and. Should I sign you up for it?
- Thank you, but I can’t find time for this.
- Okay, then I will inform you about the date of the next training so that you can redistribute your time and attend it.
- This is not necessary. I’m telling you, we are doing business successfully, all the schemes have been worked out.
- Everything is so great with you, but there is not enough time for development. It doesn't happen that way.
- It seems to me that when there is no time, it’s very good. Everyone is busy, working, the company is thriving.
- That is, you have reached the pinnacle of your success and do not want to develop any more. But for some reason, when they remember your area, a completely different company comes first. Are they your competitors?
- It’s very difficult to argue with you. When and where will your training take place?
After this, the parties exchange contacts and agree on a meeting.
Examples of telephone sales techniques
In order for cold calls to lead to the expected result and provide high efficiency, the sales manager needs to get acquainted with various examples and create scripts.
The first example is a ledge, used in case of a negative answer as a fulcrum and a basis for further dialogue. Let's look at this technology as an example (after introducing and meeting the manager).
Hello, I am a manager at Consalting Ltd, we provide training for management personnel. How to increase sales efficiency, make more efficient use of the organization’s internal resources, and increase turnover. Are you interested in this topic?
- Yes, I am periodically interested in courses for self-development.
Sorry, but such an event is too expensive for me and my company. You are asking a lot for your services.
- This is what everyone who has not attended our trainings says. Many people with whom we regularly collaborate reacted the same way at first. But after the first lesson, they changed their point of view, because they were able to save many times more, increasing their turnover.
- Okay, we can discuss this.
Another example of dialogue:
Andrey Vladimirovich, good afternoon.
- Hello.
- My name is Anatoly. I'm calling you from Constanta.
- On what issue?
- We sell waste recycling accelerators. They are made according to new technology, make it possible to save resources compared to equipment that is used today.
- Sorry, but I am not interested in your proposal.
- Is it possible, before you hang up, to find out whether you use gasoline or gas accelerators?
- We don’t use them at all at the enterprise.
- How then do you destroy waste?
- No way.
- But this is fraught with large fines. Especially after amendments to the legislation. How timely we came to you! We recommend that you read ours. Our prices are more favorable than those of our competitors, and we can provide a discount. How would you like to meet and discuss terms?
- Okay, come to our office.
When communicating with a potential client, immediately include him in the dialogue. This way you will arouse his interest. Leave all the details of the presentation for a personal meeting, the main thing is to show the relevance of the proposed product.
Save the article in 2 clicks:
Cold calling is a current sales optimization method used by many companies. In order to make them effective, do not be afraid to express yourself, communicate with the client as with a good, respected comrade. Be confident in your words. To achieve success, you need to work hard on yourself. And most importantly, be able to accept refusals, as there will be a large number of them. Don’t be upset, take into account mistakes, develop new sales scripts for yourself.
Many who decide to work as a sales manager are faced with the need to make cold calls. However, not everyone understands what this is and does not know the rules by which they should be implemented. Against the backdrop of the enormous importance of such activities, inability to make sales over the phone can lower the employee’s authority in the eyes of management.
The essence
It is not difficult to understand what cold calling is in sales. Their technique involves calling potential clients who are not yet familiar with the company. The goal is to interest a person and encourage them to contact the organization to purchase a product or service, as well as expand the customer base.
Some people think that cold calling techniques are quite simple. However, this is not at all true. To achieve success in this area of activity, you should study a huge number of nuances and pitfalls. That is why managers who master this technology are in demand among employers.
There are three characteristics that an employee must have in order for the effectiveness of cold calls to be quite high: a sufficient level of self-control, complete knowledge of information about the goods and services offered, knowledge of the tastes and preferences of potential clients.
Shortage of professionals
Specialists who understand how to make cold calls are in high demand. However, their number in the labor market is very small. The reason lies primarily in psychological factors.
Many people cannot overcome themselves and call a stranger. They are afraid that a potential client will simply reject them and refuse to talk, because no one likes when they call stranger and at the same time trying to sell something. That is why cold calling can become a very serious test of strength for a specialist.
However, a manager should not be afraid to hear “no.” All objections can be predicted in advance, so when correct behavior you can try to prevent them. At the same time, it is important to conduct the conversation not with template phrases, but to develop your own answers in accordance with the situation. It is also necessary to learn to determine the intonation of the voice and respond to it adequately.
Rules
There are a number of rules that must be followed by managers making cold calls. Telephone sales techniques involve following the following principles:
- You shouldn’t immediately try to sell a product or service during the first call. It is even useful to emphasize that the manager’s goal is not bargaining. It is much more important at this moment to collect information about a potential client and gain his favor.
- It's important to ask the right questions. This will create an impression of both the specialist and the company he represents. Competent dialogue increases the chances of attracting the interest of a potential client. That is why you should prepare very carefully for the conversation. If the manager has information about the company and navigates the market situation, he will create an impression of himself as a competent specialist. The purpose of the first call is to collect as much useful information as possible about the potential client’s problems in order to offer him an effective solution to such difficulties during the next conversation.
- It is important to try to arrange a personal meeting. If the manager manages to do this, the chance of converting a potential client to permanent status will increase significantly.
First difficulties
Anyone who decides to use cold calling techniques will have to face a lot of difficulties. Most of them appear at the very beginning of a conversation.
The first problem is that in most large companies, all calls first go to the secretary. He very quickly recognizes standard telephone sales patterns. Many secretaries have learned to competently interrupt calls before the manager has time to convey any information.
The next difficulty is that clients usually do not want to communicate during a cold call. In this case, the manager must arouse some interest in the opponent. However, this is difficult to do because the potential client rarely wants to talk. Many cold calls last no more than 60 seconds. The manager should not delude himself if he was asked to send a commercial proposal and was even given an email address. This still hardly means anything. The fact is that most of the offers from unfamiliar companies are deleted without reading them.
Reasons for not liking cold calling
The phenomenon of the cold calling technique is that it is unloved by both sides of the process. Managers are afraid to use such technologies and try to avoid them in every possible way. Clients listen to a lot of cold calls from specialists. Moreover, often those who sell are not even able to properly make an offer. However, those managers who are truly interested in what cold calls in sales are and how to make them correctly are able to overcome all the difficulties of this complex technique. To do this, one should study the technologies on which such negotiations are being conducted. It is important to gradually let go of the need to follow a script.
How to increase your chance of success
Cold calling technology can be very effective if certain rules are followed. It’s worth starting the conversation with a question that will help you quickly find out whether the company receiving the call can be classified as a target audience. The reason should not be the desire to sell or impose a product or service. In this case, the conversation is unlikely to last long enough. It is much more effective for the manager to offer a free trial service or seminar. At the same time, he should not be afraid of refusals. They are inevitable. Only by going through them can you achieve success.
Call script
Any business event will be much more effective if you prepare for it in advance. In this regard, there is wide scope for creativity for managers making cold calls. Telephone sales mean that the interlocutors cannot see each other. This means that you can lay out various cheat sheets, diagrams and tips around.
A pre-drafted conversation script will help you overcome fear and make your speech more confident. It must necessarily contain the following blocks:
- The greeting should be in the form of “Good morning!” or “Good afternoon!”
- Introduction: you need to state your name and the name of the company that the manager represents.
- The purpose of the “acquaintance” block is to find out the name and position of the person who is dealing with the issue of interest.
- Presentation: briefly outlines the scope of the organization's activities.
- The proposal is to indicate the purpose of the call. This could be an invitation to a seminar, a story about discounts and promotions.
- A question that helps test whether a company belongs to the target audience.
- Final. The ideal option would be to make an appointment.
It should be understood that it is not always possible to fit a cold call into this scheme. This example is approximate; it may change depending on how the dialogue unfolds.
Stephen Shiffman
There are a huge number of authors who study cold calling techniques in their works. Shiffman Stephen is one of the most famous. His books contain not only descriptions of techniques, but also practical advice on their application. The author is a fan of telesales research. He carefully breaks down all the mechanics of calls and gives a huge number of recommendations. One of the principles that Stephen Shiffman advises to adhere to is that cold calling should not be annoying and repetitive. The books give specific advice on how to respond to customer objections.
Objection processing
An important step in the sales process, including over the phone, is handling objections. Managers who have not studied methods of working with them most often get lost during a conversation, begin to stutter, and behave insecurely. Here are a few examples that can help a merchant answer the most common objections of potential clients.
In the case when a manager hears a standard phrase asking him to send a proposal by email, he must understand that this is just an excuse. It is best to state that the company’s assortment is huge and try to persuade the client to meet in person for the purpose of presentation. In response to the phrase “I’m not interested,” we can say that there is not a single person who is interested in what he does not know.
An interesting thing is the use of the boomerang method. It means that objections should be returned to the client. In the event that he declares that he does not have time to talk, you can answer the following: the manager seeks to save his time and for this very purpose offers a certain product or service. It is best to prepare possible objections and answers to them in advance, write them down on a piece of paper. It is important not only to learn them, but also to keep the list at hand just in case. If a new objection is identified during the call, it is worth writing it down. Subsequently, it will be possible to come up with the most successful answer.
Probability theory
Every manager must understand that there are no ideal sales techniques. Regardless of what methods a specialist uses, failures cannot be avoided. However, there is one principle that is important to know when using cold calling. Conventionally, it can be called the theory of probability. The first call is unlikely to lead to a deal. However, the more contacts a manager makes with clients, the higher the chance of concluding deals. This is why you should regularly make calls in large numbers.
Customer knowledge
An important condition for successful telephone sales is knowing the client. That is why the manager must first collect as much information about him as possible.
First of all, the Internet can help in collecting data. A huge amount of useful information is contained on the company’s website, as well as various official resources. At the first stage, you should find out the need for the product and services of this particular company. It will be useful to know the name of the leader. This will make an impression and increase the chance of achieving a positive effect.
Keeping in touch
Once you have established contact with a potential client over the phone, it is important to follow up with him afterwards. We must not let them forget about the company’s proposals. There are several ways to regularly remind yourself by sending the following elements:
- news brochures that should be of interest to the client and relate to his occupation;
- invitations to events, seminars and exhibitions;
- greeting cards and small gifts for the holidays.
All this helps maintain a positive impression of the company.
Without training and gaining experience by making a huge number of calls, it is impossible to achieve significant results. However, following a number of recommendations will help improve and speed up the result. Let us summarize them at the end of the article:
- The conversation script should be drawn up in advance. It should be carefully thought through.
- During the conversation you need to be calm and confident. The manager must be able to overcome anxiety. A trembling voice will not bring a positive effect.
- Don't get involved in conflicts.
- If the client states that he does not have time to talk, it is best for the manager to clarify when it is most convenient to call back and politely say goodbye.
- If in response to an offer you receive a categorical refusal, you must apologize and say goodbye.
- It is important to mention promotions and discounts and offer product samples.
- You should listen carefully to the client without interrupting. Any objections can be raised only after he finishes speaking.
It is possible to achieve success in cold selling. But this is quite difficult and will require some effort from the manager.
A telephone call is a tool. Its effectiveness depends on the operator’s ability to correctly construct a conversation with a stranger.
You will learn:
- How to make effective cold calls.
- Basic rules of telephone sales.
To lead successfully effective cold calls, you need to study the technology of telephone communication very well, sales techniques and, of course, gain experience.
Typically, the return rate on cold calls is low. Even if the operators have the necessary experience and sell a product that they know very well, follow a well-established call script, have an idea of how to “get past” the secretary, what keywords to hook the interlocutor, the norm for them is one deal per hundred calls. This is a statistic that is confirmed by my own experience: for every hundred cold calls, there really is an average of five meetings and one deal. That is, the sales funnel is approximately 100–5–1. This is normal because proper cold calling is the only way to market without cross-selling opportunities and without an existing customer base.
However, you can achieve a greater effect if you follow a number of rules. Let's take a closer look at them.
Effective cold calling: what you need to know
1. Shell base
The current database from which the operator takes phone numbers is the basis of his work. Due to an error in the number, all the work will be in vain, because the calls will not reach the recipient.
Proper sampling involves compiling a single reliable database. You can use free programs as a shell. For example, at first we made databases in Microsoft Office Access - a system that allows us to differentiate the rights of different users and create separate help files for clients. The system was homemade and, of course, did not have the functionality of modern CRM systems, but it was much more convenient for us than Excel (it is very difficult to work with due to large number limitations and low ability to process information). I don't recommend using it if you want to create a good database.
2. Composition of the base
To replenish the list of potential clients, you can and should actively use paid information bases, which must be verified, up-to-date, and compiled from reliable sources. I would like to note the Interfax database, which contains a lot of useful information for sales managers about legal entities, individual entrepreneurs etc. Another good database is FIRA PRO, it includes information about legal entities, as well as data from the National Bureau of Credit History (NBKI). If you decide to use the Yellow Pages directory as a basis, be prepared for a large percentage of errors when making calls.
- Training in the sales department: a step-by-step algorithm for organizing employee training
3. Experience and talent
Those who consider cold calls ineffective probably simply failed to organize them correctly. The most important thing is to put operators into comfortable calling mode. When your employees make calls every day, hundreds of calls over the course of a week, thousands over the course of months, cold calling sales techniques develop over time. Experience and practice tell them what the interlocutor will answer, what he will ask, and they calmly act according to their script. The main thing is not to take long breaks from work. It is very difficult to enter this mode again. Complexes appear, a feeling of discomfort appears, the voice becomes monotonous. And if the interlocutor feels this, the call is failed.
This is why experience and skills are so important for the operator. True, there are exceptions - people with an innate ability to persuade and convince. They can easily connect with the right person. However, such nuggets are an absolute minority; the rest need to “study, study and study.” Experts will tell you how to find talent and weed out losers
4. Effective cold calling script
The conversation script, or as professionals call it, the script, is extremely important for the operator. In essence, this is an extensive call algorithm, a clear conversation plan, a set of answers and questions that allow you to keep the interlocutor’s attention in various situations. Modify your cold calling scripts as needed to effectively convert them into sales.
Find out how to do this from the magazine article “ Commercial Director" In the same article you will find examples of selling and failing cold calling scripts.
5. The right attitude for cold calling on the phone
Managing emotions and getting the other person to respond to them is one of the most difficult skills an operator will have to master.
I once worked in a corporate department that included cold sales, and I noticed that the most effective cold calls were those made right before the New Year, on December 29 or 30. On the eve of the holiday, people were in high spirits; it was easier for them to call clients with whom they were previously afraid to communicate, knowing about the high probability of being rejected. If the operator is relaxed and behaves more freely, then the interlocutor catches, feels his emotions and, as a rule, listens more loyally and interestedly.
6. Dealing with objections
Operators' greatest fear when telephone conversation causes the expectation of a “No!” answer. or complex objections. But experienced sellers know: no matter what we sell, objections are always typical and there are no more than seven to ten of them. I recommend writing down all possible objections on a piece of paper and trying to answer each one. Having done this work, the operator will feel more confident.
Table. Examples of working with objections. Six main cases
| Objections | Answer options |
|---|---|
| “No, thank you, we are happy with what we have.” | "I understand you. The point is that we are not trying to replace your partners. My goal is to offer you an alternative that will allow you to not be dependent on the policies of one supplier. We have our own inventory and exclusive products to ensure you always have the product you need. I suggest we meet and chat. Please see when it is more convenient for you for me to come to you, on Thursday or Friday?” |
| "We're not interested in that." | “I understand your reaction, and at the same time, I have not yet offered you anything specific that you could refuse. My goal is to invite you to a meeting to chat and understand how we can be useful to each other. The meeting is not obligatory to anything. Let's get acquainted, and then we will draw conclusions whether we should continue to build some kind of partnership or not. Tell me, are you planning to visit Kyiv in the next two weeks? Or is it better for me to come to you?” |
| "I'm very busy." (“I don’t have time.”) | a) “Okay, I'll call you later. When will it be convenient for you to speak?” b) “I understand you. I also plan my time. That is why I am calling you in advance to agree and schedule when it would be more convenient for us to meet. Moreover, our meeting will not take much time. Tell me, are you planning to visit Kyiv in the next two weeks? Or is it better for me to come to you?” |
| “Send me some information.” | "Fine. Tell me, do you use the Internet? Then I can tell you the address of our website, where there is information about who we are. Please write down... I will be able to tell you the specific conditions and exclusive partnership opportunities at the meeting. Let’s determine where and when we can get to know each other better.” If the client insists on receiving information, send him a general short presentation, general price. Warn the client that the prices in the price list are general, and individual conditions and promotions can be discussed during the meeting. Call the client back in a few days. |
| “Thank you, I’ll think about it and call you.” | “Yes, okay. Please clarify, what exactly will you be thinking about? After all, I haven’t offered you anything yet. The purpose of our meeting is just to get to know each other and find out how we can be interesting to each other. I think you will understand me: any cooperation, especially if it later develops into a long-term one, is very difficult to start and even discuss without ever seeing each other and communicating only by phone. Let's meet and get to know each other, and then you and I will have the opportunity to think about whether we should continue to build some kind of partnership or not. For now, let’s just arrange a meeting.” |
| “What will be discussed at the meeting?” (“What can you offer me?”) | “We are suppliers of products from Europe to stores selling beauty products. We have a wide range of products, ranging from professional combs and cosmetics to equipment for various beauty salons. We also have our own network of stores, well-established logistics and our own warehouse stocks. We are currently looking for a partner in your city. Your store was recommended to me. I am sure we will find common interests and benefits for our cooperation. To begin with, I just want to get to know you. And it will be more convenient to do this at a meeting. Let's agree where and when we can organize it. Will you be in Kyiv for the next two weeks?” |