20+ Tips for Cold Calling in the New Year PT 8
8. Be clear about your goals and expectations
Nothing is more frustrating to me than working with a client who isn’t clear about what they want. Because I’ve been doing this for about 30 years I have a clear understanding of what works and what doesn’t. Cold calling is also finite marketing. In other words it can only do so much. For Example:
Cold calling can’t talk someone into buying a product or service if they have no need for it. One of while their service may be the best in the business it isn’t a guarantee of a prospect’s need to buy from them. In other words, you can have the best service in the world but if a prospect has no need then you have no sale. Period. Sometimes a client will ask me to push harder to get an appointment but that doesn’t work either. Here’s why. Let’s say I’m able to talk someone into an appointment even though they don’t have a need for my client’s services. At this point they are only meeting with my client as a courtesy. My client will show up for the meeting and the prospect will give them 15-20 minutes at most, again as a courtesy. The client will leave the meeting feeling as if the meeting was a waste of their time and will proceed to call me and tell me about it. Generally what I might hear is something along the lines of “ I’m concerned with the quality of the appointments”. Anyone can set an appointment. And any competent telemarketer can talk a potential client into buying something they don’t want. But what you wind up with is a canceled order, appointment or sale and a sales person who is ticked off and frustrated. Bottom line. You can’t ask a cold caller to set more appointments in a finite period of time and expect every one of them to quality. Forcing an appointment on a prospect doesn’t work . Find the need and you’ll find the sale. The moral is this. Go for quality and not quantity.