Question

Topic: Customer Behavior

Thawing-out Those Chilly Cold Calls!

Posted by Anonymous on 7/13/2004 at 4:38 PM ET 75 Points
My sales force has asked me for some help when they make "cold calls." I know, I know, there are plenty of other ways to approach prospective customers, but the CC is never going to go away. And we do use other means.

We are all familiar with the programmed telemarketers' techniques that barrage everyone in the middle of dinner. But I'm talking about a professional calling a professional, at work, in hopes of making a brief but serious attempt to enlighten a new contact, or better yet, set a hook.

What are some good "opening lines" or unoffensive querries that won't put my guys in the permanent "hold music" mode?
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RESPONSES

  • Posted by SteveByrneMarketing on 7/13/2004 at 5:04 PM Member
    First, what you are selling and who’s going to be receiving the cold calls matters a great deal.

    Without this info, here’s my experience – opening lines matter, but only if they lead to something deeper, something meaningful to the person on the other end. I have called executive assistants (is secretary PC anymore?) for C-levels at Fortune 500 companies and had my message get through. For example, in conversation with an CEO’s assistant I said I had just one question for her boss then I immediately send a fax to provide her with info so she could have confidence the question and topic would be interesting to the CEO. It was, I got an appointment – not because of the cold call but because I really had something to say. My advice is do not make cold calls that will feel like nuisance calls to the receiver. Don’t just focus on “opening lines” focus on meaningful information. If you don’t have something meaning to say then do the reach, develop a sound strategy and come up with something meaningful to say.

    Hope this helps
  • Posted by telemoxie on 7/13/2004 at 7:40 PM Member
    I make cold calls every day, and have for the better part of 20 years.

    If you have a team of professional salespeople, and you are calling upon professionals and managers, I believe a major key to your success (or a reason for your failure) will be the caller's attitudes towards those they call upon.

    It is easy to burn out when you are using canned techniques to try to put one over on the prospect. It is a different situation when you apply the golden rule(s) - and sincerely try to be of service.

    I occasionally teach seminars on "prospect centered cold-calling" and would be happy to discuss this further. Check out my profile, and give me a call.

  • Posted by Blaine Wilkerson on 7/13/2004 at 7:55 PM Member
    What makes you think cold calls are never going to go away?
  • Posted by Chris Blackman on 7/14/2004 at 8:50 AM Member
    How well does the existing cold calling work for you?

    Are some people better at getting results than others?

    Why? - Becuase of what they ask or say?
    Or - Because of who they called? If so, how did they pick them?

    Is there any pre-sensitisation happening? A Mailer? Anything?

    Give us a bit more detail.

    I hate cold calling. I try to find out as much about the target as possible before thinking about what problems they may have. Then I ring and ask them whether the rpoblem I percieve is in fact a problem to them... If it is, Presto! Start asking them how bad it is, and what will happen if they don't solve it. Before you know where you are you've qualified your prospect and determined the scope and value of their problem. The rest is comparatively easy.

    On the other hand, they may deny my perception of a problem. In which case, I ask what their two biggest problems are in their business, pick the biggest and most relevant, and continue the questions.

    Hope this helps.

    ChrisB
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