People think of cold calling as picking up the phone and continually dialing prospects until you have success. But cold calling is not a random process and you will have much greater success if you set up your process and prepare the right documents before you get started. Successful sales professionals don’t wing it. Cold calling is all about planning and execution. Here’s what you need to put in place:
Research – Compile a list of decision makers and whenever possible obtain their phone numbers and emails. Collect information about the prospect that allows you to engage them in a meaningful conversation.
CRM – Leverage the power of a CRM to set benchmarks, quantify KPI’s, and track your results. This is the best way to collect information about the prospect, to monitor who you have called, where you are in the process and quantify the outcome.
Telephone Scripts – To ensure that you sound professional and your calls are productive, prepare scripts for your initial call, and follow-up calls as well.
Voice Message Scripts – Often you won’t be able to reach your prospects directly by phone. So it will be necessary to leave a brief but meaningful voice mail messages. Have them prepared before you start dialing.
FAQ’s – You want to be prepared when the prospect asks questions. Anticipate and prepare responses to potential objections. Spend some time to document what questions they might ask and what your responses should be.
Training – It’s important that each salesperson is well versed in all the steps and potential outcomes of the process. Role playing is a good way to accomplish this.
Practice – Practice is the only way for you to know your pitch cold and to sound natural on your calls. Your goal is to have a conversation with the prospect, not sell them.
Think of your process as your secret weapon, helping you manage your efforts and more easily achieve your objectives.