It has been said that one of the most frightening things to a new business owner is making cold calls closely followed by public speaking. Now, being in business is a lot about communication and less about doing what you do. If we could just do our business whatever that may be; without worrying about getting new business we would all be rich.
Unfortunately, when somebody wants a web designer or plumber they don't know we are there, so we have to let them know who we are and what we do. There are passive forms of advertising that can do this for us but having the biggest most eye catching advert in yellow pages/ newspapers cost's and is the return on investment a justification for using this type of advertising medium?
In the past, I have found directory and newspaper advertising expensive and never as effective as the sales people would have you believe. For example, yellow pages will tell you that for a 1/3 page ad you can expect around 20-30 calls per week now they do have a disclaimer saying that nothing is guaranteed ( or words to that effect) my experience is maybe 2 -5 calls a week (on a good week, on a bad week none). Add to the mix that you need to convert those enquiries into sales it can be quite a lame and expensive form of marketing.
Making Cold calls
Making cold calls has a bad taste for many people, it smacks of pushy salesmanship and in general has a bit of a sleazy reputation, - and this cannot be further from the truth.
Changing your perception
If you think, you are doing something morally wrong you will show it in you voice and you will not get any meetings/sales period. Get out of your head that cold calling is uncomfortable or wrong, it is not. A potent communication medium if done correctly can be professionally very rewarding. If business was warfare, adverting is like a landmine you hope the customer will stumble upon it, telesales and cold calling is like a laser guided missile direct to the customer.
What to do before you make your first call
A lot of telesales professionals will tell you a telesales script is restrictive and to a professional it is, but to begin with, a script is a good idea. Write out your key message what are you trying to communicate for example Your name Your company What do you do Next list key products / services the reason we are doing this, as with anything conversations can end up anywhere so be prepared so you can jump to a key service and explain it if need be. Work out what you want from the call without having a definite purpose for the call you can come across unprofessional and shoddy. When I make a call, my purpose is to get a meeting with a prospective client.
Making the call Making your first cold call can be a daunting task I remember the first time I called a customer for my own benefit it took me 10 minuets to dial the number, it went strait on to answer phone. When you make your first call, relax; the person you are talking to is no different to you , is no better then you and cannot climb down the phone and hurt you. there is absolutely nothing to fear at all. If in the worst case they become rude, politely say thank you for your time and hang up.
The call Let them know who you are and what you do Ask open questions to engage in conversation Identify if they have a need for your service Provide a solution to there need with your service
If they have no need of your service / product thank them for there time and move on don't flog the dead horse.
Cold calling is not that bad once you adjust your comfort zone. If you do things you fear then after a while you won't fear them anymore
About the author:
Steve Morris is a web designer in South Yorkshire with an interest in small business marketing you can see more articles and tutorials at Steves Web Design and business development Blog |
