Many a young salesperson has sat frozen with fear in the parking lot trying to get up the courage to get out of the car and make a cold sales call. The uncertainty of how you will be received, how what you are selling will match the customer's current needs and how you will handle the fear of rejection are all anxieties that can be relieved by becoming confident in cold calling sales techniques.
Cold Calling Defined
There are basically two types of cold calling. The first takes place on the telephone when the salesperson calls a prospective client and tries to generate either a face-to-face appointment for a sales presentation or actually tries to close a sale during the call. The second type of cold call is when salespeople appear at a customer's place of business with no prior appointment, introduce themselves and their company and also attempt to make a presentation and close a sale.
Overcoming the Fear
One of the most fearful aspects of cold calling is the feeling of rejection. As a salesperson, there is no doubt you are going to be rejected by some customers some of the time, but if you are well-prepared when you make the cold call, you will lessen that chance. Sales people must possess a thorough understanding of the product they are trying to sell so they can answer any questions or objections the customer may have. A salesperson must always be cognizant of the fact that the customer may have pressing matters demanding his time when a salesperson shows up or calls. Simply accept this situation as an opportunity to make an appointment to return at a more convenient time.
Cold Calling Obstacles
Many companies and purchasing departments purposely create obstacles to discourage the unannounced sales call. Often a secretary will tell the cold caller that Mr. Customer only works by appointment. Because you are there, make an appointment on the spot.
Some companies set aside specific times during the week when they will see salespeople. Keep track of these windows of opportunity and be sure show up at the time set aside for sales calls; at least you will know you'll get an audience with a buyer.
Voice mail is a recent innovation that can be a blessing. The recorded message will probably ask you to leave a message, usually adding that someone will return your call. This is a great way for the buyer to screen salespeople. If they do call you back, you know you have a prospect that has shown interest in what you have to sell, so it is important that the message you leave contain information that will spark the customer's interest.
Be Aware
When you do make it into your customer's office, make yourself totally aware of the surroundings. Notice if the customer has pictures of grandkids or family; you might comment on them. If there are deer horns and mounted fish on the wall, you might want to break the ice by talking about hunting or fishing. You also should be alert to any of your competitor's products or literature lying around the office.
Do Your Homework
Making successful cold calls requires not only that you have a thorough knowledge of the products you are selling but also that you
have a thorough knowledge of your customer's needs. If you go in asking what do you need today, you will most likely not do any business. However, if you can intelligently talk about some aspect of your customer's operation and how a product of yours will make his work easier or less expensive, you are much more likely to walk out with an order.
