If you are in sales or have worked in sales, you would have become familiar with the term Cold Calling .
If you haven’t heard of the term, it means calling on or visiting people without prior arrangement on the off chance of selling them a product or service.
In business and in life, we have to engage with people we don’t know or have never met. This takes courage it doesn’t always work out the way we may like it to.
I have spent the best part of my career in sales, I still do, and it’s still a tough road to ride.
Many years knocking on doors have thought me to develop a thick layer of skin so that rejections don’t go too deep. It still hurts a little when someone says no, but it’s also a good way to improve and be better at what you do.
Developing the confidence to reach out to people we don’t know takes time, effort and motivation. Repetition is key to getting better at the game of cold calling.
There are simple things to consider before reaching to prospects and the following tips will help you and reduce the number of rejections you get.
TIMING IS EVERYTHING
1) Timing is everything. People will say no if they don’t want or need what you’re offering at the time you are offering it.
I was promoting appointment-booking software that I had become certified reseller to the service industry. Selling a product that is relatively new in an established market is a challenge but not impossible.
I had cold called on a few prospects on my list but was declined. One day I was driving by a business, I decided to pop in without prior arrangement. It happened that they had been thinking of switching suppliers as they were not happy with the existing one. The timing was right and it was an easy sell.
The lesson here is that when people say no, there is a reason. It may not be the right time. Understand why and move on.
DON’T SELL MEAT TO A VEGETARIAN
2) To avoid multiple knock on your confidence to cold call, don’t sell meat to a vegetarian because you’ll be wasting your time and effort. If you’re selling a product or service, understand who will benefit from it and reach out to them. This will reduce the likelihood of rejections and disappointments. This is not to say that even people that need your product or service will say yes all the time, but it is possible that they might give you five minutes of their time.
SHOW SOME ELASTICITY
2) If you’re working off a prospect list, so is the competition. Try to be creative with your plan and allow detours for opportunity sake. Making the odd contact here and there and dropping on unassuming prospects outside of your list will create more awareness for what you offer.
4) GIVE BEFORE YOU TAKE WHEN NETWORKING
Some people dislike networking and uncomfortable attending networking events. It’s often perceived as a time waster and you have to speak to people you don’t know. Having the confidence to mingle at events and meetings is a sure way to promote “Brand Self” and build new relationships that will be of value to your career or your business.
Give your time and attention and listen actively. Learn all you can about the person or people you’re interacting with genuine interest. Give it a few days then follow up later with a call. The key to networking is not to attend with the sole purpose of making a sale or deal. It should be for building long-term relationship first that will eventually lead to business opportunities.
TO RECAP AGAIN ON THE TIPS TO COLD CALL WITH CONFIDENCE:
- Timing is everything
- Don’t sell meat to a vegetarian
- Be elastic
- Give before you take when networking
Theses are just some of the things to consider when cold calling or prospecting. I’m sure there are tons more tips out there so feel free to add your own two cents worth if you feel it will help.
You can reach me here