Improving your sales skills

Basma · 6th November 2008

Cold calling skill

Pick up the phone to hear a chirpy voice saying ‘can I just have two minutes of your time’, and you’re already on your guard. Getting a cold call is hardly ever welcome, but if you’re the one on the other side of the conversation trying to make a pitch, how do you not only get through to the right person, but ensure they stay listening?
Photo of man phoning

Everyone knows of the giant call centers that employ people purely to sit and read a prepared script. In this case it is often about the volume of calls made as opposed to the quality of the call, and this is probably why cold calling got such a bad reputation.

However, cold calling can be more than just about numbers whether you are selling a company’s product or your own skills. Janet Gymniah, freelance graphic designer, says ‘making the call isn’t about trying to get a sale. It’s about trying to get the opportunity to pitch for a sale, and that requires a lot more effort.’

Start by working out who you are aiming to pitch to, instead of a hit and miss approach. Whether you’re selling company to company or making prospective job calls, choose businesses that would have an interest in what you’re offering.

Do some research on the company before you call. Janet says: ‘Check out their website and if you can, find out a contact name. If you can get a direct line that’s even better; it’ll make it easier than having to get through the secretarial barriers!’

Be friendly to the ‘gatekeepers’ and remember names; you’re more likely to get the information you’re after, and if they won’t let you do any more than leave a message, there’s more chance of it being passed on if you made an effort.

Catch their attention

Once you make it through to the relevant person, you need to keep them on the phone long enough to get them interested before you can feel on safer ground. Many times you’ll just get a firm ‘no’: don’t push it, remain polite and end the call. If they ever do need you they might remember the name and the courtesy they got from you.

When you’re talking to someone, don’t go over the top. Matt Jones from Quizzikal says: ‘This is the first impression they get of you. You don’t want to sound like you’re desperate and have got nothing else to do.’ Try to show that you’ve got knowledge of the business and have put effort into the call, mention projects they’re working on or congratulate them on winning a new client.

Remember that they’ve got work to do too, so although you want to prove you know something about their company, keep it short and snappy, unless of course they want to talk. Matt suggests writing a short script beforehand ‘but don’t sound like you’re reading it, and be prepared to deviate’.

Keep it going

If you get through the basic introductions and the person on the other end is still listening, try to ask ‘open’ questions; i.e. questions that can’t be answered by a simple yes or no. If you are a job seeker selling yourself, instead of asking ‘do you have any job vacancies’, for example, try ‘what sort of positions do you have available’. Getting them talking is a great way to keep them on the phone.

Both Janet and Matt agree that listening to what the other person is saying is incredibly important. ‘Just because you have a basic script doesn’t mean they’re gonna answer the way you expected,’ says Matt. There’s no point ploughing on with questions and information if they’ve just told you to call back later. By then you’re just annoying them, and it’s a great way to ensure they cut you off.

You will always get people who aren’t interested and say no, but don’t let that put you off. There are only very few people who will be rude; if they are just ignore it and move on. If you make an effort you’ve got more chance of getting through to someone who’s interested and willing to hear what you have to say. Making cold calls is never an easy task, but the simplest way to get better at it is to practice.

Kirstie Nicols - October 2008

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Extracted from [Only registered and activated users can see links. ]

6th November 2008	#1 (permalink)
Basma Administrator Join Date: Dec 2007 Posts: 89	Improving your sales skills Cold calling skill Pick up the phone to hear a chirpy voice saying ‘can I just have two minutes of your time’, and you’re already on your guard. Getting a cold call is hardly ever welcome, but if you’re the one on the other side of the conversation trying to make a pitch, how do you not only get through to the right person, but ensure they stay listening? Photo of man phoning Everyone knows of the giant call centers that employ people purely to sit and read a prepared script. In this case it is often about the volume of calls made as opposed to the quality of the call, and this is probably why cold calling got such a bad reputation. However, cold calling can be more than just about numbers whether you are selling a company’s product or your own skills. Janet Gymniah, freelance graphic designer, says ‘making the call isn’t about trying to get a sale. It’s about trying to get the opportunity to pitch for a sale, and that requires a lot more effort.’ Start by working out who you are aiming to pitch to, instead of a hit and miss approach. Whether you’re selling company to company or making prospective job calls, choose businesses that would have an interest in what you’re offering. Do some research on the company before you call. Janet says: ‘Check out their website and if you can, find out a contact name. If you can get a direct line that’s even better; it’ll make it easier than having to get through the secretarial barriers!’ Be friendly to the ‘gatekeepers’ and remember names; you’re more likely to get the information you’re after, and if they won’t let you do any more than leave a message, there’s more chance of it being passed on if you made an effort. Catch their attention Once you make it through to the relevant person, you need to keep them on the phone long enough to get them interested before you can feel on safer ground. Many times you’ll just get a firm ‘no’: don’t push it, remain polite and end the call. If they ever do need you they might remember the name and the courtesy they got from you. When you’re talking to someone, don’t go over the top. Matt Jones from Quizzikal says: ‘This is the first impression they get of you. You don’t want to sound like you’re desperate and have got nothing else to do.’ Try to show that you’ve got knowledge of the business and have put effort into the call, mention projects they’re working on or congratulate them on winning a new client. Remember that they’ve got work to do too, so although you want to prove you know something about their company, keep it short and snappy, unless of course they want to talk. Matt suggests writing a short script beforehand ‘but don’t sound like you’re reading it, and be prepared to deviate’. Keep it going If you get through the basic introductions and the person on the other end is still listening, try to ask ‘open’ questions; i.e. questions that can’t be answered by a simple yes or no. If you are a job seeker selling yourself, instead of asking ‘do you have any job vacancies’, for example, try ‘what sort of positions do you have available’. Getting them talking is a great way to keep them on the phone. Both Janet and Matt agree that listening to what the other person is saying is incredibly important. ‘Just because you have a basic script doesn’t mean they’re gonna answer the way you expected,’ says Matt. There’s no point ploughing on with questions and information if they’ve just told you to call back later. By then you’re just annoying them, and it’s a great way to ensure they cut you off. You will always get people who aren’t interested and say no, but don’t let that put you off. There are only very few people who will be rude; if they are just ignore it and move on. If you make an effort you’ve got more chance of getting through to someone who’s interested and willing to hear what you have to say. Making cold calls is never an easy task, but the simplest way to get better at it is to practice. Kirstie Nicols - October 2008 ---------------------- Extracted from [Only registered and activated users can see links. ]