Cold Calling – How To Improve Your Sales Performance?

Cold calling is full of ups and downs…

John Mignano

John Mignano

Have you got a question or specific scenario for me?

Do you have any sales training requirements in mind?

Your sales performance and success will always come down to two factors:

1. What do you focus on during the sales call?

2. What specific technique do you use?

Your primary focus on the call is to set up a meeting. Period!

It’s not to send brochures out.

It’s not to engage in the pros and cons of what you can do and it’s certainly not about giving up on the first objection that you receive!

So what do you need to cover into the sales call?

What’s on your mind?

Now, on to the technique as we run telesales courses covering all of this in greater detail.

Here are some quick tips…

In an over simplistic view, here is the approach you should be implementing on every call:

1.      Get the person’s attention
2.      Identify yourself and your company
3.      Give your reason for the call
4.      Make a qualifying statement/questioning statement
5       Set the appointment

For example:

“Good morning Mr James, this is John Mignano from Sales Lead Generation.

We specialise in sales and lead genertaion and we have worked with EYZ, BNY and 10 other organisations within your industry.

The reason I’m calling you today specifically is so I can stop by and tell
you about your sales lead generation (product/service) and how this system  can increase your sales and bottom line profits (benefits)”

With this opening make sure the company you are calling are aware of the businesses you drop into the call – this will create curiosity!

You can even go one step further:

“Good morning Mr James, this is John Mignano from Sales Lead Generation.

We specialise in sales lead generation and we have worked with EYZ, BNY and
10 other organisations within your industry.

The reason I’m calling you today specifically is so I can stop by and tell
you about increasing your sales and lead generation (product/service) and how it can dramatically impact your bottom line in 7 days or less (benefits), I am in your area next week, how does Wednesday at 11am sound?”

Do not be frightened to ask for the appointment right up-front.

Okay, they will most likely respond in any of the following ways:

Yes, let’s set up a meeting for Wednesday at 11.00am.

OR…

No thanks, I’m happy with what we have

OR…

I’m not interested

I’m too busy

Send me some further info

Tell me about it now

No money

So, remember what your goal is?

Yes, it’s to set up an appointment!

Here are some quick tips on how to respond to each:

We already have what you are offering…

“A lot of other companies (name several other businesses they may know) have said the same thing before they had a chance to see how our sales and lead generation program works and could save you XYZ or another benefit in here. I’d like to stop by and just tell you about what we do or I’m in your
area next week.

I’m not interested…

“Mr James, a lot of people had the same reaction you did when I first called before they had a chance to see how and why this system will benefit them, I am in your area on the 15th, are you free at 11am?”

I’m too busy…

Usually salespeople respond with “When will it be a better time to talk?”

Instead…

They say – “I’m too busy to talk”

You say – “Oh, the only reason I was calling was to set up an appointment…”

Send me some information( literature) or tell me now…

“Can’t we just get together?

It will be a lot easier and I am in your area next Wednesday and Thursday..”

Reacting To Objections or Negative Comments
:

“too expensive”
“not right for us”
“not a good fit”

“Mr James, a lot of our customers initially had the same reaction until they actually got a chance to see the increase in their sales with lower cost of customer acquisition (benefits).

You know, we should really get together to go through the full picture”

OR…

“Mr James, do you want to know what other people said who decided to work with us? Well, we really should get together”

OR…

“Mr James, some other people we work with now had the same reaction at first. That’s why we should get together”

You simply use someone’s negative response as a reason to get together!

No matter what they they say you answer with…

“That’s why we should get together”

If you are really going nowhere with the call then gather some intelligence for later when they might be in the market for your product/service.

Say something like..

“Just out of curiosity… are you working with anybody right now?

When does your current contract end?

What is important to you in a provider?

…etc

So, in summary:

Focus on getting the meeting.

Respond to objections 2 times and then if it’s still a no then gather some information for when they will be in the market for your services.

Then follow up with them when the time is right.

This is pretty much a simple scenario of cold calling. yet I hope it helps you.

Thanks again and happy selling!

P.S. If you ‘d like to post your questions and or feedback you can do so below
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