Sales & Marketing Authority, Bestselling Author & Business Motivational Speaker

Cold calling earned its name for a reason. Salespersons who make unsolicited calls are often met with a cold attitude that belongs in some sort of arctic climate. There are, however, a few things you can do to make cold calling work for you. Here are a few suggestions.

Send an Informational Packet

Make a list of strong potential clients and mail out some informational packets before you start your cold calling. Include a small promotional item or gift that will make you stand out from the crowd. When you make your call you’ll be able to mention your package and, hopefully, the person you’re speaking to will already know who you are. You’ve essentially broken the ice before even picking up the phone!

Make Your Calls Early in the Day

Make your cold calls as early in the day as possible. The later you wait, the more likely your intended target will be busy, frustrated, or simply unwilling to take your call. He or she will feel more energized and less stressed first thing in the morning. Make your morning hours for phone calls and save your paperwork for the afternoon when both you and your prospects will be too burnt out to keep taking or making phone calls.

Be Persistent

Did you know that most salespersons cross a name off their list after making only two phone calls? Did you know that the majorit of sales are made after making not two, not three, but FIVE phone calls? That’s a huge and significant difference – and should be enough to keep you dialing.

Prepare a Script

I hesitate to tell you to prepare a script for your call. While you don’t want to sound like you’re reading from a piece of paper you also don’t want to leave out any important points. At the very least, make a list of all of the key features and benefits of your products. Just try to avoid sounding like you’re reading from a book.

Cold calling is, again, not fun for most people – especially those who are just starting out in sales. With a little practice, though, I think you’ll get the hang of it in no time flat.

Sean

Sales Expert - Marketing Consultant – Motivational Speaker

Now that we understand exactly what consultative selling really is, I’d like to offer a few tips to make the process a bit easier on you as a salesperson.

Start by asking tons of questions during your presentation, but don’t ask questions that only require a “yes” or “no” answer. Ask questions that will result in answers that give you enough information to determine your prospective client’s actual needs.

Occasionally you’ll find that the answer to your question proves that the client doesn’t really need your product, but even more valuable is the knowledge you’ll gain as to whether or not your product actually serves your prospect’s needs. If not, be honest and upfront. Your prospect will appreciate that you aren’t trying to sell him something he really doesn’t need and may be willing to give you referals to others who really do need what you have to offer.

You’ll want to make sure that you are confident in and enthusiastic about your product as well. Being confident means showing you understand your product inside and out but does not mean you should act arrogantly. Your enthusiasm will make your prospect feel as though you care about him instead of as if he’s just another name on the potential prospect list.

Last but not least, build relationships with your potential clients. Just because one product doesn’t work for one particular client doesn’t mean that something you’ll have in the future won’t. Show your appreciation for your prospect’s time and, when the time comes, you may just have the opportunity to make another (more appropriate) pitch.

Some people feel that consultative selling isn’t ethical because even though you ask questions to determine your client’s needs you are still doing so with the intention of making a sale. I disagree with this thought process. An honest salesperson won’t make a sale if the product is unnecessary (why build a bad relationship?) and will never cross the line between ethical and unethical.

Sean

Sales Expert - Marketing Consultant – Motivational Speaker

I’d like to spend some time talking to you about the process of consultative selling, but I believe that we must first define exactly what consultative selling is. To most new salespersons, selling is selling is selling – but this simpy isn’t the case.

In a traditional sales environment you, as the salesperson, have a product you need to sell. When you approach a potential client you are prepared to share all of the benefits of the product itself and convince your client as to why he should make a purchase. Your job is to manipulate the customer into believing he wants your product even if he actually has no need for it.

During the traditional sales process the salesperson maintains control of the conversation from start to finish. He asks questions and then makes assumptions as to what the client needs. At the end of the conversation he may attempt to determine whether or not he’s done a good job convincing the client that he wants the product.

The consultative selling process is much different. Consultative sales is not nearly as manipulative as traditional sales, if it can be called that at all. A salesperson engaged in a consultative sales process takes the time to learn about the client and his needs. He asks tons of questions and allows the client ample time to answer them as opposed to trying to corner the client with his own line of thought.

The goal of the consultative sales person is to determine what needs the client has and to then present ways to address those needs. I reiterate – the focus here is on need whereas the traditional sales person depends on a client wanting something. These are two very different concepts.

Now that we’ve defined both types of sales we’ve laid the groundwork for future discussions. Until then, think about your sales methods and let me know – do you engage in traditional or consultative sales?

Sean

Sales Expert - Marketing Consultant – Motivational Speaker

Now that we’ve looked at the importance of a marketing plan and some of the things that give it strength, you need to start putting your first plan together. Here are a few tips to get you started:

• Start by completely describing the product or service you want to sell. This description should be relatively simple (only a few lines) but should include what you have to offer and why it should be important to your clients or customers.

• Describe your target audience thoroughly. We’ve discussed the importance of having a target audience, but you need to take the time to write out the answers to those questions. Be as detailed as possible and make sure you include information as to how your organisation can reach those markets.

• Don’t forget to list your own goals and objectives. Simply selling to a particular market isn’t good enough. What are your short term goals and long term goals? Do you want to increase your client base, sell to the clients you already have, and continue to develop new products? Write it all out.

• Include information about your competition in your marketing plan. There is a saying that goes, “keep your friends close and your enemies closer.” You should know your competition as well as you know yourself. How else will you be able to compete against what they are offering?

• Determine your marketing budget and put the numbers in writing. Having your budget in writing will enable you to keep track of your expenses so that you don’t overspend and cut into your profit margin. You’ll also be able to determine where you need to make changes and what other marketing methods might be more cost effective.

This certainly isn’t an all-inclusive list of things to include in your marketing plan but it should definitely get you started. We’ll add to the list later on and before you know it you’ll have a well-mapped and fully functional plan on your hands.

Sean

Sales Expert - Marketing Consultant – Motivational Speaker