Following from last Wednesdays new sales team member tips about CRM software – today I look at COLD CALLS and my 7 top tips to make sure they work for you.
Making a cold call can be challenging, but if you take your time, and follow these tips, you will be far more successful at pitching your stations radio advertising:
1. Research the prospect: Before making a cold call, take some time to research the prospect and their company. This will help you to understand their needs and tailor your pitch accordingly. This also includes researching if any of their competitors are advertising with you, and what their messages are – the more you know about the industry the better off you will be.
2. Prepare your script: Prepare a script for you to follow when talking to the client. One that outlines your key points and addresses common objections. This will help you to stay focused and confident during the call. Allowing you to tick off when you have covered a topic or objection, and write notes if they ask a question.
3. Be personable: ALWAYS start the call with a friendly greeting and try to establish a personal connection with the prospect. This can help to build rapport and make the call more comfortable. So don’t start the call of with a gruff “I need to talk” or something similar – you want to take gentle baby steps to start with because you don’t know what the person on the other end of the line is doing, and what kind of day they have had.
4. Listen actively: Listen carefully to the prospect’s needs and concerns, and respond with empathy and understanding. This can help to build trust and establish a relationship. This means that you don’t talk over them or try to answer their questions as they talk. Write notes, answer them after they have finished talking and that way you can knock a couple of questions/objections out at the same time.
5. Highlight benefits, not features: Focus on the benefits that your product or service can offer the prospect, rather than just listing its features. Are you selling Branding? Call To Actions? Sponsorships? Promotional opportunities? What are the benefits of doing each one? This helps to demonstrate the value of your offering and make it more appealing.
6. Be concise: Seriously, keep your pitch concise and to the point, and avoid going off on tangents. This can help to keep the prospect engaged and avoid losing their interest. My favourite business methodology is KISS (Keep It Simple Stupid)
7. End with a clear call-to-action: End the call with a clear call-to-action, such as scheduling a follow-up meeting or sending more information. This can help to keep the conversation moving forward and close the deal. If you have promised to send something on to them – do it immediately, then confirm you will be in touch again at the appointed date and time.
Overall, making a successful sales cold call requires preparation, a friendly approach, active listening, and a clear focus on the prospect’s needs and interests. By following these tips, you can increase your chances of making a successful sale.
