Cold calling expectations.
How many business owners do you think said they would rather hear from a sales rep via phone call compared to email, drop-in visit or other marketing activities?
With all the bad press around cold calling, it is easy to think that the number might be low.
Twenty per cent, 10 per cent or maybe even 2 per cent – what do you think?
Surprisingly, according to RAIN Group, it’s as high as 51%.
In my previous article, I went through some of the frustrations regarding cold calling and how sales professionals and business owners can overcome these.
This week I want to look at the results you could expect when cold or prospect calling is done effectively.
Keep calling for greater success.
I appreciate that trying to fit all your sales calls into a single hour each week could be a challenge, so call when you can and keep trying.
Most people shy away from re-calling that prospect believing they are purposely being ignored, but in truth you have no idea why they didn’t or couldn’t pick up, so keep calling.
If you are struggling to get hold of them prioritise that person between 4pm and 5pm on a Wednesday.
It gets easier.
63% of sales representatives say that cold calls are the worst part of their job.
With 44% stopping any follow up calls after receiving a negative response.
It is hard, with an industry standard 2% conversion rate you will get:
- “I’m not interested”
- “Please take me off your list.”
- “I already have what your selling.”
And these are just the polite ones 😉
Because on some occasions you might even hear something slightly more aggressive, but with time and experience it does get easier.
Easier speaking to prospects, easier to convert your audience, and easier to accept those no’s.
You just need to get started by picking up your phone and calling those on your prospect list.
To gain better results, try using a pre-call plan that will support your prospecting activities and help you guide each call to get the outcome you want.
Remember the responses you get are not personal they result of your cold call and it’s just an outcome!
A cold call isn’t as cold as you expect.
In a recent survey from RAIN Group, 75% of buyers who accept sales calls reported an interest in the product as the most important reason.
In 2020 sales professionals noticed a shift in cold calling techniques to be more value focused.
It had slowly been shifting for years but in 2020 it had become more notable than before.
If after your opening the prospect sounds interested there is a high chance that their main interest is in the product so now it is down to adding the value.
While your ultimate aim is to gain a new customer, consider what theirs might be.
Write it down before the call using your pre-call plan so you have a clear strategy on how you’re going the get the prospect from A to B.
Keep that next step in mind and aim to get a future appointment to take the opportunity forward.
What can you do?
Cold calling just like anything in business takes time to master and we’re always learning.
If you want to master it quicker then grab my book Funnel Vision – Selling Made Easy to learn first-hand the sales processes that I implemented while working for one of the largest companies in the world.
Additionally, download and use many of my free online resources like this one – 8 Tips to Get You Past The Gatekeeper