Okay. I get a lot of phone calls from both clients as well as prospects with some unrealistic expectations of what a cold calling program can and can´t do. Whether you´re looking to put together a new campaign or already have one in place, here are some key points to keep in mind for anticipating and fixing any problems"?¦
Know your market.
Nothing kills a campaign faster than a market that isn´t researched and developed. It´s not enough to think that you have a good idea. You must also know who else thinks it´s a good idea. Who will buy from you? Why will they buy? Will they pay what you´re asking them to pay? Are there others offering the same or similar products/services? What are their rates? How long have they been in business? Can you offer something similar or better for the same price?
These are just a few questions you need to ask yourself before you even begin to hire a cold caller. It´s not going to do you any good to hire someone, hand them a script (which you all know I don´t approve of) and expect them to land some sales or appointments for you. So do your research first before you begin developing your campaign.
Cancelled appointments are a part of the game"?¦
Just because a cold caller has set an appointment and the appointment gets cancelled; doesn´t mean that the telemarketer did anything wrong. It could mean a variety of things.
A. The prospect has changed his mind
B. The prospect has decided to go a different route.
C. The prospect was overruled by a superior
D. The cold caller needs to probe more to get to the route of the prospects needs.
E. The timing isn´t right
F. The prospect has a need for a service like yours but not your service in particular. In other words, no need for your service.
I like the idea that the more information I can gather from a prospect; the better the sale is. In other words if you close the deal based on what the prospect´s needs are (by having them tell you what they need) you´ll stand a better chance at closing the deal. However, stuff happens and one of the six scenarios (listed above) occurs. When that happens it is up to you as the sales person to analyze the situation realistically. In other words, don´t automatically blame the cold caller. One or two cancellations in a short period of time happens, however, a string of cancellations is a problem with"?¦.
A. The presentation
B. The cold caller
C. The close
D. The probing process
E. The prospects being called
Next column: More tips