How to Cold Call

by Emjae Johnson (Writer)

The cold call. What a terrible term. I have never liked the sound of it and so I prefer to term it as the Initial Personal Contact call, or IPC call. Really, that is what this call is, because it is the first step in the sales process. Allow me to explain the function of the cold call, or IPC call, and I believe it will remove a lot of the stress and fear that is often associated with it.


An IPC call is not intended to close a sale, it is, rather, the first step into creating a sale. IPC calls, whether done on the phone or in person, are usually very short. Your only focus on the IPC call is to get an appointment, or meeting, for a future time that you can introduce your company and its products. There are some times that you may have another purpose for an IPC call, such as a special promotion, but generally, they're most common usage is to get an appointment so that you can make your presentation.


Always remember that when we knock on a prospect's door and step into their place of business for an IPC call, usually we were not expected and, for the most part, have interrupted their day. Your prospect may tell you that they do not have the time to talk to you. Do not read into this. In a very high percentage of cases, this means exactly what they said: they do not have the time now. Keeping this in mind will help you with what many inexperienced sales people refer to as rejection.


How to Prepare for IPC Calls (or Cold Call)


Rehearse

If this is the first time that you have ever done an IPC call then you need to rehearse. If you do not have anyone to role play with, then arrange that your first calls be with companies that are not on your hot target list. Choose companies that you would not be too upset about if you never had them for a client. This will help to relieve a lot of "performance stress" so that you can concentrate on learning the strategy of the call.


Schedule a Time

IPC calls are best done all at one scheduled time. When you are doing IPC calls, you will start to build a momentum or rhythm, so doing them sporadically can break that cadence. You will have better results if you set aside a few hours in the morning or even an entire day to do them. Make sure you have enough leads to keep you steadily busy for the amount of time you have scheduled. It is best to do some research in advance of what type of leads you are going to target.


Looking Your Best

You really want to look and be your best on an IPC call. Because you are initiating the meeting, this is your opportunity to have control of your prospects first impression of you. Your physical appearance should be polished from the top of your head to the tips of your shoes.


Material for Hand Outs

Next, prepare yourself plenty of materials, or hand outs, including your business cards. A professional portfolio folder or binder will do for carrying these items so that they do not get creased or ruffled.


Pen and Paper

Make sure you have a pen and paper to write for taking notes. Keep them easily accessible so you can reach for them quickly without being awkward or distracting.


Prepare What to Say

Prepare in advance two lists of questions that you would like to ask your prospect should you get the opportunity to speak with a decision maker. Your first set of questions should be for those that express an interest in your product, or service,that are part of your normal presentation to a client. The other should be questions that would keep the conversation moving should they not have a real interest in your company at this time. The latter is what I call "mover" questions.


Develop Your Opener

The most important part in preparing for an IPC call is your "opener". An opener is a statement that follows your greeting. This will take some careful thought in putting it together. It is preferable that it be a short one sentence statement about your company that will grab their attention.


Your really only have a few seconds, ten or fifteen at the most, to get their attention. Do not put in this statement what you think they should know but, rather, what you think they want to hear. By this I mean, a buyer wants to know what will benefit them. Put yourself in their shoes and make a list of what you believe they think will be of benefit to them about your product or service.


The 7 Basic Steps to an IPC call (or Cold Call)

1. Give a greeting that includes your name and who you are with.


2. Ask for the name of the decision maker (if you don't already have this information) and if he/she has a moment to speak with you.


3. Once you have an audience with the appropriate person, verify that they are the person that you were told to speak with. If they are, then deliver your opener statement.


4. Wait for their response and listen carefully.


5. If their response is favorable, proceed with only one or two qualifying questions and listen. Otherwise, if there is no interest, and if it is apropos, use a "mover" question and then proceed to step number seven.


6. Be direct and ask for a meeting. Schedule the time.


7. Thank them for their time and say goodbye leaving them some type of a brochure, or literature, as you go.


Whether you get the second meeting or not, be courteous and thank them for their time. Always leave them something as you say good-bye. This can be a brochure or white papers, anything that they can look over after you're gone. Be sure to always include your business card.


If you scheduled a time to meet again, put the day and time of the appointment on the material you hand them. Repeat back to them when you will see them again as you say your good-bye.


That is it. Always keep notes on where you went and what the outcome was. Especially if you made an appointment. Record the day and time before you forget! If you are on the phone the same applies. More sales have been lost by poor note taking habits. Always keep detailed notes.
Now this doesn't sound so hard does it? It really can be a lot of fun and profitable if you are prepared.




View full article at http://sales.about.com/od/coldcallingonbusiness/a/coldcalls.htm