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Wednesday, January 09 2013
Face it: cold calling is an unpleasant reality for many people in sales. They don't like it for many reasons. However, if you are in sales, it is a necessary job function - especially when starting a new sales job.
Why Salespeople Fail At Cold Calling.
There are a number of reasons as to why a salesperson fails at cold calling. But after you strip away the fact that most salespeople don't want to do it, you are left with a number of core reasons as to why (see below).
The Key To Your Success Will Be The Database(s) That You Or Your Salespeople Call.
Before you or your salespeople start making a bunch of cold calls, you need to first look at the databases you are calling. In fact, 60% or more of your sales team's success will be directly related to the SIZE and QUALITY of their prospective buyer database, i.e., customers, past customers, prospects and referral partners.
Break Your Databases Into The Following Groups.
Cold Calling Will Increase Your Sales. . . If Done Correctly.
Although you and some of your salespeople might loathe cold calling, it can be a very effective way to increase your sales - if it is done correctly. In fact, I have listed below the best and worst cold calling techniques for most business owners, sales leaders and salespeople reading this e-tip.
The Best To Worst Cold Calling Techniques.
The best to worst cold calling techniques for most salespeople to use:
Executive Summary: Sure, there are many other sales activities/events you can do to motivate a prospective buyer to reach out to you. However, it cannot be relied upon as your sole source of lead generation. The key to your cold calling success is to have a sound strategy. Once it is developed, pick up the phone and start calling. Do this and you WILL SEE sales magic happen.
P.S. It's NOT about standing over your salespeople and measuring the number of cold calls they make (although it is important); it is about developing a marketing strategy, creating a database to call and then ensuring a salesperson are following-up on a marketing campaign.