1. The castle guard is there to keep your competitors out
Some companies have excellent "guard dogs" who fiercely protect their managers from unwanted sales calls. They appear to be a hindrance, but these people do you a huge favour by keeping your competitors out. Spend some time rapport building with these people; they'll often have vast knowledge of the prospect company and are often not adverse to sharing.
2. Make the customer feel important
During the call, it's important to make your prospect feel like they're the most important person in the world to you. Take the time to really understand their needs and match your pitch to the issues they face.
3. Ask questions
By asking questions, you're showing an interest in your prospect and encouraging them to talk about themselves. Don't be afraid to ask as many questions as you like. It will help build a rapport with the customer and help you find a "hook" to hang your pitch on, or in orther words, you'll be able to find a need that your product can cater for.
Make sure you ask a good proportion of open questions, i.e. those which require something other than a "yes" or "no" answer. It might help to make a list of such questions to refer to when you're on the phone.
4. Use C/TPS
If you're not already aware of the Telephone Preference Service, take a moment to read up on it. All telemarketers have a legal obligation not to call individuals or businesses that are registered with either the TPS (telephone preference service) or CTPS (corporate telephone preference service). As a rule, individuals register with the former and businesses with the latter, but it's worth screening against both as there is some cross-over. For example, sole traders and parternships are businesses but they will appear on the consumer list.
5. Smile as you dial
When cold calling, always put on a positive and friendly front. Your prospects do not have to listen to you and will not if you're not enigmatic and engaging. A calm and confident manner will yield far better results, and your success will breed futher success.
6. Perseverance
Cold calling can feel like an uphill struggle sometimes, and it can make you want to give up. By persevering, you will learn more about what appeals to customers, and hone your technique to improve your results. It's easy to feel disheartened when things aren't going well, but it's important to carry on, and to stay confident. Finding the first order is often the hardest but it can trigger a snowball effect.
7. Maintain the initiative
When finishing your call, suggest a time to get back in touch. And make sure it's you that calls them back. Your call will be more welcome if you agree a time to call back and stick to it.
8. Close the deal
Once you have established some interest in your company and/or products, it's time to close the deal. Consider what you need to secure the order i.e. a visit in person or a signed order form and don't be afraid to ask for it, once you're sure your buyer is keen.
