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No 84                                                                             December 2005

Handy Tips For Generating Leads Through Cold-Calling

Cold calling can be a great way to generate quality leads. You get to speak to the gatekeepers and stakeholders, and you get a great insight into their requirements and influences.

But cold calling is an art-form. It can be daunting, it’s always a lot of work, and you always need to make a good impression. So you need to do it right. Following are some tips which will help you do just that.

1) Record everything

Always write down all details of every phone call. Write down any names and titles you learn. Not just the name of the person you’re trying to contact. The receptionist's name can be vital to remember as they're often gatekeepers. Write down when you called, and when you said you'd call back.

2) Use a database or spreadsheet to record everything

You’ll never manage by hand, and Excel spreadsheets aren’t user friendly in the long term. If you’re prepared to invest in a real CRM (Customer Relationship Management) tool, that’s a great idea. If not, you there is a cheaper alternative. I created my own database using Microsoft Access. Click here to download a 208KB working copy for FREE. You’ll need Microsoft Access 2000 to run it. I’m no database expert, so it’s not a work of art. It’ll certainly get you started though. (TIP: When using the database, press Ctrl + ; to enter today’s date.)

3) Always call back when you said you would

Don’t let them down. They may not even remember that you committed to calling back. But if they do, and you don’t meet your commitment, you’ll lose valuable credibility and respect. And wherever possible, work to their schedule. You're here to help them, not make things harder.

4) Always try to get on with the gatekeepers

Receptionists and personal assistants have great influence, and quite often do more of the real work and decision making than the person you’re trying to contact! Make friends with them and you’ve got a foot in the door. (But don’t waste their time or crawl – they get a lot of that!)

5) Keep it short ‘n sweet

When you do get to speak with someone, keep it short 'n sweet unless they want to talk a lot. The purpose of the phone call is to get their attention, let them know you're there, get their name and contact details, and assess whether they have any requirement for your services. (TIP FOR COPYWRITERS: If you’re an advertising copywriter or website copywriter, you might have called about brochure writing and then find out they need web writing.)

6) Don’t Hard Sell!!!

Don’t pressure people or make it hard for them to get off the phone. Tell them what you do and that you'd like to send them an email with a link to your website with samples and testimonials (or with an attachment containing samples), then leave them to it.

7) Follow up with an email

If you have permission, always send a follow-up email – and do so immediately. Be specific in your subject line.

8) Follow up with another call

If the lead looks promising, make sure you follow up. And when you do, always mention the day and date of the original call, as well as the fact that you sent an email. Give a quick summary of who you are and what you do, and say that you're just calling to make sure they got the email. Most of the time, you’ll find the lead will talk to you about your services, if only to remind themselves of what you do!

9) Don’t expect to make too many calls

On a really good day, I've made 80 cold calls. Most days, though, you should be very pleased to average around 40. You’ll spend a lot of time playing telephone tag.

10) Don’t leave message

Unless you absolutely have to (or you’ve just about given up on the lead), don’t leave messages. Most people have trouble returning phone calls from people they know and like; returning phone calls from someone who’s trying to sell them something isn’t high on their list of priorities.

11) Don’t expect to qualify too many leads

Depending on your business, if you get one good lead a day, you're probably doing very well.

12) Don’t expect immediate conversion

Unfortunately, most leads take a long time to come to fruition (up to 2 years). So you have to be prepared to be patient.

Good luck and happy calling

Selling is Actually the Oldest Profession

Contrary to what you've heard, selling is the oldest profession in the world.

In the beginning, the serpent sold Eve the apple. You might say she bought wholesale and then "sold" the apple retail to Adam because, as you know, that was one expensive apple.

One characteristic that clearly separates humans from the other animals in Genesis is ego. But in order to sell successfully, we must do something that's in direct conflict with our ego -- we have to let someone else talk first.

Think of making a sales call. Are you thinking of telling the prospect about your products, pricing, delivery schedule, etc.? If you are, your selling career could be doomed.

Of course, you need to know your business, and self-confidence is important. But if you talk about your stuff before you know what the customer wants, you've got the cart dangerously before the horse.

So if the prospect has the information you need to make a sale, why do so many salespeople spend so much time in front of so many prospects running their mouths? It's that conflict thing again.

Sadly, the mouth -- not the ear -- is the human ego's tool-of-choice.

A new axiom and a handy acronym to go with it: Shut Up -- Listen -- Sell! SULS. Tattoo those four letters on the palm of your hand.

Webster says to communicate is to make known. Before your next sales call, think about that definition this way: The customer "makes known" to you. Not the other way around. You already know what you know. Your job is to listen and get the contract ready. SULS.

Here are four important steps to remember when practicing SULS.

1. Keep Them Talking.
Even prospects who aren't egomaniacs like to talk about themselves, their businesses and their challenges. Remember, the gold is in your prospect's head. You need time to mine that gold, and you get that time ? and the gold ? when the prospect is talking.

2. Maintain Eye Contact.
The most valuable thing your prospect can do for you is to talk about what's on his mind, and nothing stops this flow of golden information quicker than when he thinks you're not listening.

3. Concentrate.
Concentrate on every word your prospect says. Don't think about what you're going to say next. The next tip will help make this easier.

4. Wait Three Seconds.
While the prospect is talking, train yourself to wait three seconds after you think the prospect is finished talking before you say anything.

Three seconds will give you time to think of your next question; you will be able to concentrate on what is being said instead of what you're going to say; and you will never commit one of the cardinal sins of selling: interrupting the prospect.

Professional selling is about effective communication. For you that means letting the prospect communicate first. It's as simple as SULS.

Good selling.

© 2003 The Nework Centre   |   email neworknz@yahoo.co.nz

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