Cold telephone calling is one of the modern and effective sales technologies. When using this technology, a manager or other specialist talks to unfamiliar, untrained potential clients without prior arrangement of a call.
Cold telephone calls occupy a special place among modern sales technologies, since it is its effectiveness that testifies to the professionalism of a particular manager, another sales specialist. This method of selling a product or service represents phone calls to unprepared, unfamiliar customers (citizens or organizations), during which the manager describes his product and makes an appointment for a more detailed acquaintance with it. As a rule, a potential buyer is not inclined to purchase the proposed product, and in most cases he does not want to talk about buying it or make an appointment at all.
Basic rules for cold calling
According to statistics, the effectiveness of cold calling ranges from three to ten percent. It is this share of customers who eventually agree to a meeting for a more detailed acquaintance with the product or service. Nevertheless, this technique is the main tool for business development, since it allows you to overtake competitors by constantly expanding the base of buyers or customers.
To ensure effective cold calling, the following rules must be followed:
1) conduct a telephone conversation according to a strictly defined scheme, which usually consists of pre-prepared phrases pronounced in a logical sequence;
2) answer possible questions and objections from a potential client using pre-prepared templates that have shown their effectiveness;
3) talk only with those people who can make decisions about purchasing a product or ordering a service (relevant for negotiations with company representatives, in which a secretary or office manager often answers the first call).
What is the sequence in which a cold call is made?
The general structure of a cold phone call consists of capturing attention, introducing, stating the purpose of the conversation, supporting examples, and making an appointment. At the initial stage, the manager addresses a potential client, after which he introduces himself, names the company using advertising elements. After that, the purpose of the call is specified (familiarization with the product, service), which is supported by positive examples. In the final stage, the salesperson must appoint a specific time and place for the meeting.
