12 Top Tips for Achieving Great Cold Calling Results
Discussion
My friend wrote this article to go on her site, but I thought I'd post it in the business section in case anyone here might find it useful.
by Flora Ekundayo
The fact is telemarketing, telesales or cold-calling (...call it what you will!) still remains one of the most effective channels to market for promoting a business and generating sales.
Here are some tips for ensuring great telemarketing results and more business:-
1. Be Prepared - know who you are calling and why (type of target business, decision maker, business issues, etc.). Have all relevant information to hand to refer to including your diary!
2. Have a clear call objective and focus on this - Results can vary from call to call. Until a result is achieved, you must have a follow-up action.
3. First impressions count, so...
a. SMILE - Have a smile in your voice. People generally respond in kind.
b. RELAX - Be natural
c. ATTITUDE - Enthusiasm, confidence and being positive can go a long way
d. LISTEN - A very important attribute. Each target prospects needs are different and these can only be understood and responded to once they have given you the facts - so listen.
e. Be PROFESSIONAL & FOCUSSED - Keep the conversation in control and to the point. Be flexible enough to discuss the unexpected.
4. During the call process always think AIDA (Attention - Interest - Desire - Action)
5. No scripts if possible - Use information guides to refer to which work better in achieving a natural calling style and better results.
6. Conversation Hooks - mentioning a known contact or current topic of interest for example can be great for introductions.
7. Your understanding of customer issues, unique selling points and benefits - These are all important. Know them!
8. Don't forget your 'Why', 'When', 'Which' and 'How' questions. Keep closed questions to a minimum.
9. Gatekeepers - Remember that they are only doing their job. Do not shy away from questions like "What is the call in reference to/about?" - It is important to stay professional and in control. In fact sound as important as the decision maker you are trying to contact. Be polite but not meek!
10. It is not personal. Yes - people can be hostile and rude (not a lot!), but remember it's not personal - it's not about you! Understand that you are unlikely to be the only caller that they have spoken to looking for an appointment or sale. Focus on making your call stand out from the crowd.
11. Good telemarketing is about polite persistent persuasion.
12. Celebrate your successes - Cold calling can be hard work, so it is important to keep motivated!
by Flora Ekundayo
The fact is telemarketing, telesales or cold-calling (...call it what you will!) still remains one of the most effective channels to market for promoting a business and generating sales.
Here are some tips for ensuring great telemarketing results and more business:-
1. Be Prepared - know who you are calling and why (type of target business, decision maker, business issues, etc.). Have all relevant information to hand to refer to including your diary!
2. Have a clear call objective and focus on this - Results can vary from call to call. Until a result is achieved, you must have a follow-up action.
3. First impressions count, so...
a. SMILE - Have a smile in your voice. People generally respond in kind.
b. RELAX - Be natural
c. ATTITUDE - Enthusiasm, confidence and being positive can go a long way
d. LISTEN - A very important attribute. Each target prospects needs are different and these can only be understood and responded to once they have given you the facts - so listen.
e. Be PROFESSIONAL & FOCUSSED - Keep the conversation in control and to the point. Be flexible enough to discuss the unexpected.
4. During the call process always think AIDA (Attention - Interest - Desire - Action)
5. No scripts if possible - Use information guides to refer to which work better in achieving a natural calling style and better results.
6. Conversation Hooks - mentioning a known contact or current topic of interest for example can be great for introductions.
7. Your understanding of customer issues, unique selling points and benefits - These are all important. Know them!
8. Don't forget your 'Why', 'When', 'Which' and 'How' questions. Keep closed questions to a minimum.
9. Gatekeepers - Remember that they are only doing their job. Do not shy away from questions like "What is the call in reference to/about?" - It is important to stay professional and in control. In fact sound as important as the decision maker you are trying to contact. Be polite but not meek!
10. It is not personal. Yes - people can be hostile and rude (not a lot!), but remember it's not personal - it's not about you! Understand that you are unlikely to be the only caller that they have spoken to looking for an appointment or sale. Focus on making your call stand out from the crowd.
11. Good telemarketing is about polite persistent persuasion.
12. Celebrate your successes - Cold calling can be hard work, so it is important to keep motivated!
Edited to remove advertising
Edited by PetrolTed on Saturday 11th August 19:54
10) It is personal. I did not ask you to call me, I am not interested in what you have to sell. If I was, I am perfectly capable of picking up the phone myself. Every second I spend on the phone to you is a second of my life wasted. If you don't ike me taking an instant personal dislike to you, then get a different job.
Tiggsy said:
nothing wrong with it IMO - anyone that wants to can be TPS registered.
in my first year in financial sales (12 years ago) i did nothing but cold called from the phone book....made about £125k so was always amused when people said "get a proper job"
why should people have to sign up to something which only has moderate effect, in order to gain the right to privacy? Especially when many people don't know such organisations exist, particularly the elderly. in my first year in financial sales (12 years ago) i did nothing but cold called from the phone book....made about £125k so was always amused when people said "get a proper job"
Sorry but I'm of the opinion that if people wanted to be cold called, they should sign up to it, NOT the other way around.
As for 125k, good for you. You can get more selling crack, doesn't mean it's moral or ethical.
Tiggsy said:
nothing wrong with it IMO - anyone that wants to can be TPS registered.
in my first year in financial sales (12 years ago) i did nothing but cold called from the phone book....made about £125k so was always amused when people said "get a proper job"
Why did that amuse you?in my first year in financial sales (12 years ago) i did nothing but cold called from the phone book....made about £125k so was always amused when people said "get a proper job"
They meant a job not pissing people off.
TPS as said only works 'some' of the time, I even went to the extent of paying from my own pocket extra per month on my ex directory registered landline to have witheld numbers barred! \i think quite a few people have gone with this now,and now what happens..I'm at work and my mobile rings...yep bloody cold callers! 
Tiggsy said:
nothing wrong with it IMO - anyone that wants to can be TPS registered.
in my first year in financial sales (12 years ago) i did nothing but cold called from the phone book....made about £125k so was always amused when people said "get a proper job"
Just goes to show the high profit these companies are making and what poor value for money the products they sell are.in my first year in financial sales (12 years ago) i did nothing but cold called from the phone book....made about £125k so was always amused when people said "get a proper job"
w1how said:
Tiggsy said:
nothing wrong with it IMO - anyone that wants to can be TPS registered.
in my first year in financial sales (12 years ago) i did nothing but cold called from the phone book....made about £125k so was always amused when people said "get a proper job"
Just goes to show the high profit these companies are making and what poor value for money the products they sell are.in my first year in financial sales (12 years ago) i did nothing but cold called from the phone book....made about £125k so was always amused when people said "get a proper job"
lol....bunch of whingers!
I am TPS registered and X directory......i have NEVER (NOT EVER) had a cold call since going for that option 5 years ago....NOT EVER!!!
And if i did.....who cares??? "sorry, not interested" hang up.....ohhhhh...3 secs of my life wasted!
anyone comparing celling drugs to selling an, unknown to them, product via cold calls has clearly lost the debate before its began.....like wise suggesting that the products i sold were poor value. They were, and still are, excellent value (i have saved clients many, many millions in Inheritance Tax because of what i do) ..... I just made a LOT of calls!
I am TPS registered and X directory......i have NEVER (NOT EVER) had a cold call since going for that option 5 years ago....NOT EVER!!!
And if i did.....who cares??? "sorry, not interested" hang up.....ohhhhh...3 secs of my life wasted!
anyone comparing celling drugs to selling an, unknown to them, product via cold calls has clearly lost the debate before its began.....like wise suggesting that the products i sold were poor value. They were, and still are, excellent value (i have saved clients many, many millions in Inheritance Tax because of what i do) ..... I just made a LOT of calls!
Vesuvius 996 said:
Anyone who cold calls me gets led on a treat. I get them to send me everything they can - piles of it.
Then when I'm bored I shred it all, and post it back to them, with not enough postage on it so they have to pay to get it back.
No wonder they piss you off......i would get annoyed too if i felt an unavoidable compulsion to waste my time when i could have said "no thanks" and gone back to watching TV!Then when I'm bored I shred it all, and post it back to them, with not enough postage on it so they have to pay to get it back.
Edited by Vesuvius 996 on Sunday 12th August 12:40
For all the "oohhhh, i am a cad cause i wind them up" merchants......most cold callers are well used to the fact that in 20 calls 3 or 4 will be good, 3 or 4 will be tools and the rest say "no thanks". If you opt to be the tool you are nothing more the poo that is sifted through to find the gold.
I can assure you...no cold caller has been upset enough by a call to post about it on a forum......its not personal to anyone but you if you let it be.
Have to agree with Tigsy, I dont do cold calling but have done in previous jobs.
It does literally take 3 seconds to say "not interested thanks" people who fly off the handle do need to really think is it worth it as by the time they have finished they could have put the phone down and carried on what they were doing.....
Cold calling is a very affective way of selling and there4 will always happen so if you dont want it get TPS registered, it does not totally stop it but certainly reduces the calls if you are getting alot. Should you still get one just say "im on TPS" and they will go.
Some people say get a proper job but this to some people all they can get so have they not got the right to work? cold calling comes in many ways i.e a recruitment consultant can be classed as a cold caller does that mean they dont have a proper Job? All mobile phone networks do it Y because its successful....
Who out here actually has a business, which does Cold Calling? (dont be afraid to show yourself I certainly wont make any pathetic comments about it)
It does literally take 3 seconds to say "not interested thanks" people who fly off the handle do need to really think is it worth it as by the time they have finished they could have put the phone down and carried on what they were doing.....
Cold calling is a very affective way of selling and there4 will always happen so if you dont want it get TPS registered, it does not totally stop it but certainly reduces the calls if you are getting alot. Should you still get one just say "im on TPS" and they will go.
Some people say get a proper job but this to some people all they can get so have they not got the right to work? cold calling comes in many ways i.e a recruitment consultant can be classed as a cold caller does that mean they dont have a proper Job? All mobile phone networks do it Y because its successful....
Who out here actually has a business, which does Cold Calling? (dont be afraid to show yourself I certainly wont make any pathetic comments about it)
i have to do a bit of face to face cold calling for work, and it is difficult. But there is something childishly amusing about trying to make them hang up on you first. British telecom, call from Dubai and want to know if i have a computer. "yep a ps2, you? whats your favorite game?" thats not on his script to answer!! hahaha
or the best was when i magically WON a holiday, without even entering. Excellent, how can the idiot on the other end respond when i invite him to come on this said luxury holiday with me? yep he hung up. hahahaha
nothing wrong with a bit of light fun.
or the best was when i magically WON a holiday, without even entering. Excellent, how can the idiot on the other end respond when i invite him to come on this said luxury holiday with me? yep he hung up. hahahaha
nothing wrong with a bit of light fun.
NorthernBoy said:
They forgot the important one.
0) Look in the mirror, and remind yourself that what you do defines you as a
, and a parasite, and try to get a respectable job instead.
NB. That comment was beneath you. Yes I tire of cold callers and at home use the TPS to discourage them from calling - but it is a job and it does yield sales results in some sectors - including IT sales for example.0) Look in the mirror, and remind yourself that what you do defines you as a
, and a parasite, and try to get a respectable job instead.So long as they are polite and understand if I say "no" I mean it and they should thank me for my time and get on to the next prospect I don't mind.
The people who do it may or may not be
s. I am willing to give them a few seconds to prove which before jumping to conclusions.Interesting thread for me.
I used to cold call in the 'usual' sense of the term when in financial services sales. You know - pick up the big red business directory, etc.
But now, 10 years on and working a 'proper' day-job - need to break out and it will be through web design (basic, largely static web sites for small businesses).
I notice a heck of a lot of vans and trucks on the motorway who have obviously paid for livery and branding, etc - but stopped short of getting a proper e-mail and website. Because of the cost charged by many, I suspect.
I'm noting their numbers down as they pass by - and intend to call to ask if they've looked into getting a website, & were put off by the cost?
That is technically cold-calling - but certainly doesn't feel like it for me.
And God knows I'd like it to 'work'.
P.s. I therefore appreciate the OP's decision to start this thread and provide the advice.
I used to cold call in the 'usual' sense of the term when in financial services sales. You know - pick up the big red business directory, etc.
But now, 10 years on and working a 'proper' day-job - need to break out and it will be through web design (basic, largely static web sites for small businesses).
I notice a heck of a lot of vans and trucks on the motorway who have obviously paid for livery and branding, etc - but stopped short of getting a proper e-mail and website. Because of the cost charged by many, I suspect.
I'm noting their numbers down as they pass by - and intend to call to ask if they've looked into getting a website, & were put off by the cost?
That is technically cold-calling - but certainly doesn't feel like it for me.
And God knows I'd like it to 'work'.
P.s. I therefore appreciate the OP's decision to start this thread and provide the advice.
Interesting the polarisation of opinion. I'm with the cold callers. I do have some sympathy with people who get tired of being called at home but there's no excuse in a work situation. A buyer who doesn't take calls is a cr*p buyer. It's your job. As has been pointed out it takes a few seconds to say "Thank you for your interest in our company but I am not looking to buy that product / am happy with deal I've got / won't be looking at it until Sept 2009. If you don't the sales person will call back - it's their job. This will waste the time of all concerned.
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