The first of the year is a good time to think about changes you want to make in your business to make it even more prosperous. Maybe one of your goals is to make more calls to prospects to increase your reach. Cold calling is daunting for most people, but…
Here are three tips to help improve your success in your cold calling efforts.
#1: Center your Conversation around your Prospect and what’s Important to Them
In the old cold-calling approach, you introduced yourself, explained what you do, and suggested a benefit or feature of your product. And then you close your eyes and pray that the other person will be interested. Unfortunately, the moment you stop talking you usually hear, “Sorry, I’m not interested.”
You see, you’ve started your cold call by talking about your world and what you have to offer. But realistically, most people aren’t all that interested in you. Prospects are much more interested in themselves and what’s important to them. So if you start the conversation by focusing on their world, they’re more likely to interact with you. Talk about an issue or problem they may need solving. Focus on them rather than on what you have to offer. And see where it takes you.
#2: Make it a Real Conversation Rather than Focusing on the Sale
In the old cold calling mindset, you’re taught to focus on the sale and be completely confident that what you’re offering is something the other person should buy. The problem with this approach is that you haven’t asked them to determine this along with you. So think about it – in the old mindset, you’re really deciding for someone else what’s good for them. I know this isn’t intended, but that’s exactly what comes across to your prospects.
Before the call, think about the other individual and try to become familiar with their business. Then during the call, relax into a real conversation instead of moving into a persuasive strategy or sales pitch. Put yourself in their shoes and invite them to explore along with you whether what you have to offer is a match for them. Others really can distinguish the difference. You’re inviting them to see if you might be able to help them solve a problem. This makes for a much better connection right at the beginning, and you’re much less likely to get that immediate rejection reaction.
#3: Express Understanding to their Objections
Not everyone is going to benefit by your product or service. Listen to their concerns and continue to explore whether what you’re offering makes sense for them. It’s fine to try and overcome their objections, but do so in an understanding and helpful way; try not to sound like you’re dismissing their objections.
Bottom line is: think about the other person first. When you do, you’ll notice that people will engage you much more, and the immediate rejection you’ve grown so accustomed to will happen much less.
Your turn: What techniques do you use in your cold calling that you find get results?
Administrative and Marketing Consultant