Okay, here´s the thing people. I´m talking about quality not quantity. If you´re just beginning a new campaign then you´ll really want to pay attention here because this column is just for you. If you´ve got a campaign going already, this segment may still help pinpoint any trouble spots in your cold calling sessions.
How do you mend a broken cold caller?
While there are a great many cold callers out there, alas there aren´t many so called "super stars". And that´s okay because any good cold caller can be trained in the fine art of appointment setting. Here´s where most cold calling campaigns fall by the wayside.
A lot of us were taught that any successful cold calling campaign relied on several components. A good script, a good product or service, a cold caller who can read and the willingness to "smile and dial". The art of booking an appointment came more out of making the cold calling process a numbers game (which is partly true)and hoping the appointment is good, than actual quality lead development. And while many of you know that I preach the virtues of asking probing questions to pre-qualify a lead, most may not be aware that this technique also minimizes the chance of a canceled appointment.
We as sales people make the mistake of thinking that more (as in more appointments) is better. Frankly, I think that nothing could be further from the truth. I would rather give a client 3-5 appointments that have a better than 50% chance of becoming a sale than 20 that have a better than 80% chance of canceling or not doing business. So how many appointments does it take to make a successful cold calling campaign? The answer is simple. As many quality appointments as you can handle. Again, the bottom line is to make sure that when you´re booking meetings the focus isn´t on more but better.
Tony Wilkins is the owner of Telemarketing Consulting Services and author of "Telemarketing Success for Small and Mid-sized Firms´ available in most bookstores and online at www.amazon.com and www.xlibris.com you may also find out about his workshops and services at
http://stores.ebay.com/telemarketing-success via e: mail at firstname.lastname@example.org or phone 415-267-4872 .If you´d like to be notified of a new posting for this column, please contact Tony Wilkins at email@example.com