Cold Calling

Cold Calling

If your business requires a lengthy face to face sales then perhaps your primary objective whether telephoning or turning up unannounced should not be to sell, but to make an appointment.

After you have introduced yourself and told them who you work for and what you do - 'The reason I've called round to see you today is to make an appointment to see you at a more convenient time - unless that is of course you have ten minutes to spare now?'

This works with personal or business customers. The choice for the customer is to see you now or to see you later. If they decide to see you now make sure that after ten minutes you stop and ask:

'I said I would only take up ten minutes of your time which I now have - do you want me to arrange a further appointment or would you like me to continue?'

The question is do they want to see you later or do they want to see you now. The question is never do they want to see you or not. People are conditioned to respond in a positive manner if you present a positive alternative.

Many salespeople selling to businesses assume that the main barrier to getting to see a decision maker is the secretary or the receptionist. It is further assumed that part of their remit is to keep people like you away from the boss. The reality is that it depends on who you are. If you are an annoying individual with nothing to say then you could be right.

The person to help you do this is the secretary, the receptionist, or a personal assistant. They are great source of information and contrary to popular belief can help you to see the decision maker. I even knew a salesman who would make his presentation to the secretary prior to seeing the boss so that he could get quality feedback.

You can either call into to see them face-to-face, or telephone them up. I personally favour speaking to people face to face. The first thing you need to know is the buyer's name, and then the buyer's secretary's name. The switchboard is always willing to help you with this. E.g.:

I wonder if you could help me please? I'm looking for some information so that I can write to the correct person in your company.

Ask for the names of the person responsible for buying your product, their job title, and the name and job title of the secretary. Make sure to ask how to spell their names.

Then ask to be put through: Hello. Can you put me through to Niall Smyth please? I believe that he is Peter Brown's assistant. Is that right?

Hello, is that Niall Smyth? Niall, my name is Frank Salisbury. I work for Business & Training Solutions Ltd. Niall, I wonder if you could help me please?

Niall, I'm putting together a letter to Peter about my company. I just wanted to make absolutely sure that I have his job title correct, as well as spelling his name properly.

My company provides training and consultancy services to organisations such as yours. Am I right in thinking that Peter is the person responsible for buying these sorts of services?

Niall, I know how busy Peter must be, and he probably only scans most of the mail that arrives on your desk, let alone take time to see the people who want to make appointments with him. My problem is, that I know I can help your company to improve it's profits, however the only way I can effectively explain how, is to take 15 to 20 minutes of Peter's time. That's why I wanted to write to him first. In your experience, what would I have to say in my letter that would convince him that I am worth seeing when I ring up a few days later to make an appointment?

If the prospect is not in and the assistant suggests that you leave your number and he or she will call you back say: when would be the best time to speak to x? You need to establish when next to call and when the chances are favourable for getting through to the decision-maker. Relying on the customer to ring you back rarely works unless they know you personally.

When you have established a good time to call say - 'would you put my name in Peter’s dairy and say that I will telephone at that time?

Send a brief fax saying that you have called and when you will telephone back.

There is no secret to cold calling. Confidence in cold calling comes from practice, perseverance and a positive attitude.