Cold calls - what is it, the technique of cold sales by phone, advantages and disadvantages, important rules, examples

Cold calls are one of the tools of sales managers. The name of the call is justified by the reaction of people on the other end of the wire. If the ringing face is interested, then the receiving party in most cases is not ready for dialogue.

Content

The seller is aimed at selling a product or service using a telephone conversation. In order for a cold call to bring a positive result, high -quality preparation is necessary. For an inexperienced manager, cold sales are a test of professional skills.

What are cold calls for?

Cold calls help expand the base of potential buyers. Their main difference from other types of calls is the primary acquaintance with the client. It is important for the manager to establish communication with a new person and make an appointment for more productive communication.
Cold calls are actively used marketologists, real estate agents, manufacturers of goods, advertisers. Sales by phone have several advantages and disadvantages.

Advantages of cold calls:

Saving working time and monetary resources. To search for a client, you do not need to leave the office and waste time on the road.
Instant connection with the client, there is a high probability of agreeing.
A chance to hear sincere reaction the client for the offer, ask a number of secondary issues.
The ability to advertise a company, take a worthy place among competitors.
Additional source of income Without loss of basic earnings.
Studying market needs and assessing its competitiveness.

Cold calls have flaws:

The predictable negative reaction of most customers.
The lack of visual contact allows the buyer to be more categorical.
The client is not shy in statements and easily interrupts the conversation.
Lack of a demonstration model.

Cold calls rarely lead to instant sales. The technique allows you to make a useful acquaintance, offer your services, learn about the needs and wishes of various areas of business.

The technique of cold calls

In the dialogue with the new client, the road is every second, so the main task of cold calls in the first minute is to motivate to continue the conversation.

Effective cold calls Performed by a clearly developed plan. It is useful to work out an example of a cold call in advance.
It will be easier for a beginner manager if there is a cheat sheet in front of his eyes, in a professional language - a script for a cold call.

The technique of cold calls includes several important strategies:

The veiled beginning of dialogue. Your greeting should arrange, not push it away. Transfer details about the company in the middle of the conversation.
Do not count on the instant interest of the buyer. First, interest it with the terms of purchase, and then offer the goods. With a word, a promotion or gift of people always increases.
Decide on key issues that will help identify "your" person.For example, the auto parts market will be interesting to the car owner. Therefore, for starters, you should ask if a person has a car, whether he often operates it, etc.
At the first call, interest the event, not goods.At the first acquaintance, invite the client to visit the exhibition, training and other interesting events. Instead of sales, offer to familiarize yourself with a free tester. Such offers have much more chances to interest the future client.
Strive for a certain result.At the initial stage, it is important to find a potential buyer and establish a connection between you.
Exclude fears and fears.A negative result is also a result, which will become another step towards further advancement.
A systematic nickname of customers.Cold calls should be calculated by hundreds. Only in this case can you come to a specific result. Even in the absence of sales, you improve your skills and gain experience.

Rules for cold calls

Unsplanned calls cause a person irritation. A rich working day or a bad mood encourages to throw a phone or beg to an unfamiliar seller.
To avoid such a result, the manager’s call should be thought out and prepared.
Working with cold calls is an integral part of modern market relations. Calls are not made for quantity. Each dialogue should be of high quality and maximum productive.

To improve the quality of cold calls helps to comply with key rules:

Find the point of contact.The main trump card of the manager may be information about the future interlocutor - more precisely about his type of activity, staff of employees, events within the company. At the beginning of the dialogue, it is worth focusing on your awareness of the life of the company. For example, express your admiration for the last development or event.
Do not go to direct sales by phone.The main tools for making a cold call are your voice and good mood. You must believe in your professional capabilities, then the buyer will be able to feel confidence in the voice. Instead of direct questions, use general sentences. Instead of “I want to offer”, use the phrase “Can I interest you?”
Consider the client’s opinion, respect his choice.Each company has cooperation with certain suppliers. To surpass their competitors, you need to find their weaknesses. Ask what a new client lacks or that he would like to improve. Listen to his wishes to interest a suitable offer.
Learn to distinguish between a categorical rejection of the dubious “no”.The manager must understand that his cold call does not fit into someone else's schedule and will not want to talk to him. Look for an opportunity to get around the refusal. The client does not have time - make an appointment at a convenient time for him, there is no interest in the conversation - call back over a certain period of time. If you are clearly made that you do not need you, know how to finish the conversation in time.
Bring cold calls to a personal meeting.To sell the goods, you will need a personal meeting. Save the direction of your activity and offer to find out the details at the meeting. In the process of telephone conversation, it is important to find out what exactly is interesting to the client. Instead of an information letter by mail, find a way to pass the price in your hands. The perfect reason for dating.

Cold calls: how to get to the leader?

In large firms, the manager’s phone call is first accepted by the secretary. So that the conversation does not break and you are switched to the director, use several clever techniques during cold calls:

Let the secretary feel that you are holding a leading position.
Give the impression that you are not the first to call and are already familiar with the director.
Let the secretary feel its importance, emphasize your respect.
Formulate the question in the professional language of your client, the secretary will force you to switch you to specialists in this matter.
Knowing the structure of the company, ask to connect you with a specific department.

Client base for cold calls

At the initial stage of work, it is difficult for the manager to imagine where to get a suitable base with contacts of potential customers.

You can get the cherished numbers for cold calls from several sources:

The Internet.Start with an independent search. When collecting information, do not limit yourself to the phone number and the initials of the leader.
Buying a client base in special organizations.The acquisition of contacts does not guarantee you a qualitative result. Before you pay for the service, test selective information.
Services of software products.For freelancers, special programs have been developed to collect the necessary information on the Internet. Against the background of low cost, there is a high probability of low quality of such services.

Cold calls: examples of conversation

Example 1

Manager: Good afternoon. My name is Vladimir, I represent KNT, which is engaged in ... I would like to talk about a new program ...
Client: Hello. I don’t have time to listen to you now. Send materials about your company, perhaps I will get acquainted with them.
Manager: I'm calling to make an appointment with you, is it convenient for you on Tuesday at 10?
Client: Unfortunately, I have a very dense schedule in the coming weeks.
Manager: Well, let's make an appointment in the same number in a month.
Client: Well, I will include you in my schedule.

Example 2

Manager: Good afternoon. My name is Anastasia, I represent the company ... engaged in developments in the computer sphere. I want to interest you with a new product.
Client: Tell us in detail about your product.
Manager: We have been working in the market for 15 years. Our product is used by advanced organizations. Excuse me, what kind of activity your company has?
Client: We are engaged in accounting services using the DFG program.
Manager: Great, let's make an appointment. I will tell you how to increase the efficiency of your software product.