Cold calling can be a challenging and stress-inducing process. Venturing into the unknown of trying to promote a product or service to a stranger often is because you expect that they won’t be happy to have their day interrupted by you. However, there are a few things that you can to do to make the cold calling process go smoothly for both of you.
Step 1: Before the Call
There are ways to mentally prepare yourself for a cold call. You should take some deep breaths if you’re nervous. Then try to visualize the call and rehearse to yourself what you will say. If you are especially apprehensive of making someone angry for disturbing them, remind yourself that it’s nothing personal and the worst they can do is say no. And if your caller were to hang up on you, that means you don’t have to worry about or speak to that person again.
Step 2: Introduction
Every person you call will be different, but since you are promoting the same thing to all of them, it will help both of you to get across the most pertinent information first. While you are preparing yourself for the call, develop an introductory line that lets your caller know right away who your company is, what you’re promoting, and what is asked of the caller. This works for two reasons. First, the caller is less likely to feel that their time is being wasted when you get to point right away. Second, if the caller does not accept the promotion, then they are more likely to remember it and recommend it to someone else.
Step 3: Have a Dialogue
A good cold call will allow some room for feedback from the caller without it turning into a lengthy conversation. You can still maintain control of the dialogue by creating spaces for the caller to ask questions. For example, after your introduction, you can let the caller take an opportunity to say why they may or may not be interested. And if they say they are not interested, you can regain control of the call by addressing one of their excuses. For example, if you are calling to offer a promotion for a new mattress but the caller is not interested because it took them a long time to become comfortable with their current one, you can inform them that mattresses should be changed every few years. Above all, remember to stay friendly and keep the dialogue as short as possible.
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