I recently talked to a young lady that wanted some tips on cold calling. She had the responsibility of calling companies to sell booth space at an upcoming trade show. I know that others are required to do this as well, so I thought I would share these tips with you.
Preparation is a major part of the process that should not be overlooked. Preparation gives us a reserve power so we can have informed discussions with our perspective clients. A person who is prepared is more confident and effective during the sales process.
Here are a few steps to help you prepare for your next sales call:
1) Get the information - Research key information about the industry, company, and people. This research should yield specific key issues and needs that your prospective client is facing.
2) Compile evidence - Research your own company. Has your company done business with a company in the same industry as your prospect? Do some of their issues match? You should share the results your company has achieved for others.
3) Find a contact - Look through your client list to see if there is any connection to any of your prospects. Contacts can help you more easily navigate past gatekeepers and get you talking to decision makers.
4) Set specific call objectives - Know what you want to accomplish during the call. Do you want them to request more information? Do you want to set up an appointment?
5) Know how you want to open the call - Planning an opening is a great way to start a sales call. Remember, you want to be concise, clear and persuasive.
Happy Selling!
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