Cold Calling 101HF
Whether you're trying to land a position, sell a product, or simply network with others, learning the art of selling should be a vital part of your learning in any profession.
The most effective way to do all of the above is to learn the art of selling yourself. While there are many aspects to selling yourself, there are two core skills that all salespeople master.
A) Cold Calling
B) The Face to Face Sale
Mastering cold calling opens you up to a whole new world. It allows you to efficiently obtain information and move your career forward in an efficient amount of time without having to wait for an email response that may never happen.
1) The key to a good sales person over the phone is someone who A) can appeal to the person on the other end of the line in under 10 seconds and B) asks the important questions that reveal 'the pain'.
'The Pain' is the reason you're calling these individuals. They have a pain and the whole point of the sales process is to reveal this pain so you can 'fix' them with your product. Good sales people have people 'bleeding all over the floor' within minutes. Why? Because they ask pointed questions which lead them to the source.
2) Being able to separate a 'feature' from a 'benefit' is key
People don't care about all the features your product offers. What they care about is the benefits. 'Saves you money' 'Reduces your costs' 'Saves you time'. These are all benefits. They can learn about all the features when they take the meeting.
3) STAY on the phone.
The worse thing you can do is hang up because you don't know what to say. Get in the habit of answering a question with another question.
"What can you offer me?"
"Well what are you looking for?"
When someone hangs up on you rudely, call them back and say "sorry, I think we got disconnected..". This is how you build balls to cold call. Repetition and staying on the phone.
4) Stop talking yourself out of the the sale
The biggest sign of a bad sales person is one that talks about themselves/their product for minutes on end without asking any questions. Remember, pointed questions help you find your victim's pain in the fastest, most efficient way.
Learn to be shut the fuck up. Awkward silence is good. For instance, maybe you ask a very bold question that takes the person on the other end of the line by surprise. This happens a lot when trying to schedule..
"How's this week for you?"
"I'm not free for another month or so.. not a good time."
"Oh okay, another month.. so into May? How's May 23?"
"Fine. May 23"
5) The main goal of a cold call is to obtain a meeting
95% of the time, sales are not made over the phone. Sales is a sequence of 'yeses' leading to the final yes (the close).
Series of 'Yeses'
a) Get someone to have a conversation over the phone with you - Yes #1
b) Have them admit that they could benefit from your product - Yes #2
c) Get them to agree to a meeting in person - Yes #3
d) Meet in person and gain their trust - Yes #4
e) Create a proposal and close the sale - Yes #5
And this is essentially how people successfully turn cold calls into sales.
More to come later on Face to Face Selling..