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To Improve Your Cold Calling Results
cold call is a personal visit or telephone call to somebody you don't
know, or know only slightly, for the purpose of selling that person
The thing about cold calling is that it's a form of personal, not mass,
marketing. It requires a one-to-one physical presence or telepresence.
many sales people out there who like cold calling but sometimes there is
just no other way of getting in front of potential customers you don't
calling is a necessary part of selling; if you want to grow your
business, you have to contact new prospects. The process becomes
easier once you practice what you plan to say, map out your prospects
and learn how to handle their objections or rejection. Here are proven
techniques you can use to turn your cold calls into hot sales:
you need to select a target market and be as specific as you can.
key to effective cold calling is identifying the right prospects
before you call.
Before picking up the phone, it is vital to understand what your
ideal customer profile looks like. Many salespeople make the
mistake of starting too high or too low within an organization.
And, many salespeople approach companies that just aren't a
"fit" for the products or services they're trying to
sell. Rather than randomly selecting names from the phone book,
target individuals who have an interest in your product or service
and the money to buy it. Who are the key decision makers as
it relates to your product or service? Do you understand how
purchases are made within the target company? Be sure to
research, research, research.
||Overcome your fear of cold calling. Turn it into a positive
motivator. Rather than thinking about the rejection
you might experience calling a stranger, think about the potential
business you could gain by making the call. Additionally, make
cold calls when you feel the freshest and most energized.
For most people, that's at the beginning of the business day.
Think of the call as a friendly conversation.
a solid opener.
For many people, the first few sentences of a cold call are the
hardest. No matter how well-executed, a cold call is an
unscheduled interruption, and your prospect will make a quick
decision in just the first few seconds concerning whether it's
worth his or her time. That's why you need to be prepared
with a opener that includes an introduction of yourself and your
company and an opening benefit to the prospect. Prospects
aren't interested in what your product or service is (it's
features); they're interested in what it will do for them (it's
benefits). That's why it's critical you talk in terms of
benefits to your prospect.
Cold call scripts need four things: surprise (because this is the
first time you have talked with the prospect), angle (a
relationship between your product and their product i.e., need),
enthusiasm and urgency. You must have these in every pitch. Once you have your prospect's attention, ask specific questions to
learn more about what your prospect wants and how you can fulfill
his or her expectations. To effectively qualify prospects and
uncover their needs, you must learn to ask great questions
and be a good listener to find out their needs.
communications to the prospect. If the prospect asks you
to schedule a follow up call, be sure to call them at the time
they asked you to. If you speak with them when they it is
more convenient, they will be more receptive to your call.
Persistent. Remember: it can
take a lot of contacts to make a sale, and that a
"no" doesn't mean "no, never", it means
"no, not just now". Eighty percent of new sales
are made after the fifth contact, yet the majority of salespeople
give up after the second call. Follow up and keep calling.
Persistence pays off.
Final words: If you're still anxious
about picking up the phone, just think about the process of cold calling
one step at a time. At the end of the day, it's a numbers game. If you
target properly, have a valid business reason for making the call, and
respect the time of your prospects - you're much more likely to
"You have permission to
reprint this article in your e-zine, at your website or in your
newsletter. The only requirement is including the following
Patricia Kopp. Visit www.creativeBUSINESSworks.com for more
original content on marketing tips, sales strategies and business
Creative Business Works - " "Promoting Integrity and Success
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