For many, calling potential customers is up there with having to do a
60 second pitch to a new group about their business. Even those familiar with
calling prospective customers can feel anxious or tongue tied at times. With a
bit of forward thinking and preparation, you should find you gain more confidence
in your calling and see improvement in getting to speak with your new
customers.
Before the call
Start with the end in mind - if you are unsure why you are
calling, the person at the other end will struggle to understand too. Write the purpose of your call on your
notepad and speak it back to yourself (see Message).
Who are you calling - if it's a business, have you looked at
their website? I always take a look at
the latest news section, about us, and people section, particularly if I'm unsure
who I wish to direct my call to. Use
your time wisely and appropriately for the initial call - this will depend on the
volume of calls you intend to make, your proposition and the information you
would wish to be armed with.
Message - what is your proposition? Why are you calling this prospective
customer? You may have had success with
similar businesses who have found your proposition beneficial. Be clear about the purpose of your call -
keep it clear of jargon and brief, as you may have to state it once or twice
before you get through to the decision maker.
Remember it's about the customer - am I really interested in how
long you've been established, what ISO's you've have, your special deal or how
unique you think your product is? Build
a rapport with me and find out a bit about my world (that is relevant). Share with me how your proposition will
benefit my business and how others like me have benefitted. Be prepared for longer conversations.
When are you at your best - plan time to make your calls when
you are at your best/sharpest; block 30 minute chunks out in your diary to make
the calls. Consider when your customer
might be best disposed to take your call - would you expect to have a good conversation
with a restaurant owner between 11.30 am and 3 pm?
Role play it - get a colleague or friend to play the customer
and role play the call. This provides a
safe testing ground to hear what works and it can provide some crucial feedback
and leanings about the messages and conversation you intend to use.
During the call
The clichés do work: stand up to make your call; smile; have your notes
to hand to keep you on track. Be polite
and confident - if someone answers your call, I assume they have decided it is convenient
to speak with you. If they tell you it's
not, make sure you agree a time for you to call back. Make every call count - use the opportunity
to gain a bit more information, such as what time the decision maker usually
starts/works until; name of their PA; email address.
After the call
Make sure you update your database with the outcome of the call. Keep track of your activity and hit rates:
calls made/ calls connected/ decision makers spoken with/ appointments made -
these can be very insightful.
Make a note of how successful you felt the call was; how you felt during
the call, and what you might have done differently.
And most importantly give it time - the more you do, the more
proficient and comfortable you will become, and the more success you will have.
John is a Director of Vector Resources Limited and helps businesses increase sales and improve sales performance. Find out more at www.vector-resources.co.uk
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