• Reading From A Script. There is nothing more boring to a prospective customer than to pick up the phone and hear the caller (after usually miss-pronouncing their name) to launch into a written script. This screams of a complete lack of professionalism, as well as making the customer feel like just another name on the list, rather than as someone special.
• “You have been selected”. This dreaded cliché sounds as phoney as it is. Think about it. Why in the world would the customer be selected by a company that has probably never done business with them before? Is it the customer’s lucky day? They usually don’t think so.
• Lack of Passion. This is related to script reading. Many callers sound like they are human zombies, just going through the motions. If there is anything to cause the customer to hang up, this is it, and this leads us to the next mistake.
• Failing to connect emotionally with the customer. If the caller sounds bored and mechanical, the listener will pick it up. After all, if the caller is not excited about the offering, why in the world should the potential customer be?
• Giving opportunity to say “no”. Anytime the caller asks the prospective customer a question, there should never be the opportunity for the customer to say “no”. For example, instead of: “Would you like to have one of our sales reps come out next week?”, the correct question should be: “Our reps will be in your area on Tuesday and Thursday. Which day is more convenient for you?”. This gives the customer a choice, and produces far superior results.
• Not targeting the calling prospects. Working off a random list should be avoided if at all possible. If the target list can be narrowed to customers who have bought similar products/services in the past, the calling campaign will be more successful.
• Not doing it. This speaks for itself. To succeed, the callers must make the calls. It is really that simple.

Avoiding these mistakes will make cold calling a profitable activity for your business.

Cold Calling Mistakes: Top Tips To Avoid is a post from: The Science and Art of Selling by Alen Mayer

The first step in fighting the fear of cold calling is teaching yourself to not take the calls personal. In this business you will encounter rejection all the time, but the key is knowing that the consumer is rejecting the product or service, not you personally! Once you understand how to separate yourself from the product/service, you will gain the confidence you need to press forward and handle each call accordingly.

Focus on the positive not the negative. Every time someone rejects the product/service, just look at it as an opportunity to make room for those customers that are interested and/or are willing to buy. If you think about it, sometimes the only real way in distinguishing your buying customers is to weed them out from the non-buying ones.

What are some tips on what to avoid when cold calling? What can you do to fight the fears? When it comes to motivating yourself to do more cold calls it can be a challenging task. Here are some tips on finding motivation:

Adopt a powerful physiology. Did you know that your body & mind are connected? If you’re frowning, having a bad day or feeling down, this physiology can influence your attitude. Believe it or not but you can bring out that negative energy or lack of enthusiasm to your prospect via the phone. For tips on building strong physiology…try smiling, standing up, shaking your body out, stretching, taking deep breaths, sitting up straight, etc.

Visualize total success. Your attitude will reflect whatever you’re focusing on. Free yourself from distractions, don’t get sidetracked with less important business and focus on the positive. Visualize a time when you closed a big deal and focus on that energy.
Rehearse your script. Words are powerful and can make or break a deal. Be confident & knowledgeable in what you’re saying.
Be realistic with your goals. In the end remember it’s all about the customer.

Due to today’s economy not only is there a limited client base, but the competition is fierce. Fighting your fears of cold calling & finding inner motivation are crucial keys to your success.

To learn how to fight your fears (not just in sales) get the Audio CD: Fight Your Fears, Worries and Frustrations in Thirty Lessons.

How to Handle the Fear of Cold Calling is a post from: The Science and Art of Selling by Alen Mayer

• You can practice reading from it before you call to help you sound more knowledgeable, professional, and in control
• The script contains a list of common objections, with suggested responses
• Reviewing the script will allow you to become more familiar with your product/service

However, there are a few disadvantages of using a script:

•  It may sound like you are reading from a script and just going through the motions. This is often done with no passion whatsoever, and many potential customers will pick up on this immediately
• Many people who are forced to listen to a script reading will feel like their intelligence is being insulted, and may also feel like they are not being addressed personally – but instead are being treated like a number, rather than a person
• Many new cold callers will read through the script too quickly, and consequently fail to pick up any responses from the listener…until the line disconnects
• Scripts are often filled with cliches such as “Congratulations! You have been selected…” or some phoney sounding story such as “you won’t believe this, but our warehouse has just been damaged, and we are getting rid of out inventory at unbelievably cheap prices, so this is your lucky day” or “put your buying hat on, and grab your buying pencil” or some other such nonsense.

Therefore, when all things are considered, most successful cold callers use a script – but make it sound like they don’t. This means knowing what you are going to say, and how you will handle objections.

The keys to this are to adapt a conversational tone; don’t rush through your introduction and listen – really listen – to the person you are talking to. At times, this may mean that you will deviate from the script somewhat: but that is okay, as long as you are developing rapport with who you called and a friendly conversation is developing.

Finally, read the script, and if there are words in the script that you normally don’t use, and feel uncomfortable using them, then don’t use them! They will sound phoney and insincere, and may result in losing many sales.  

By keeping these ideas in mind, the script can be a fantastic and useful tool.

Setting Up Your Cold Calling Script is a post from: The Science and Art of Selling by Alen Mayer

When you’re cold calling, your best chance of success is to be self assured, confident, and 100% well versed in what you are selling. If you’re using the word ‘maybe’ in your sales scripts, you run the risk of sounding wishy washy. It either is or isn’t. Pick one.

Don’t

In fact, any negative, when describing your product or service, is a definite no. You want to list the positive attributes – not the negative. So instead of thinking about what you don’t do, can’t offer, or won’t provide, think about what you do, can and will. Then write about those.

Hope

When you tell your client you’re ‘hoping’ for something, you’re not sure, are you? If you’re not sure, then why should they be? Never let a prospect hear that you’re not 100% behind your product, your company or your service, or it’s entirely likely you will lose the sale.

Contract

It may sound innocuous enough, but the word contract conjures up all sorts of unpleasant pictures of lawyers, being ‘tied down’ and other negative thoughts. When you’re writing a new sales script, you want to avoid those negative ideas, so make sure that any words like contract that indicate your prospect will be locked in are on your list of what to avoid when cold calling.

Cheap

We all know people want to pay less for goods and services, but the word cheap just sounds, well, cheap. Think ‘cheap and nasty’ and you have some idea of what’s going through your prospects mind when you say cheap. Stick to ‘cost effective’, ‘value for money’, or ‘highly competitive pricing.’ All of them sound better, and say the same thing, without making your prospect think of badly made, low cost goods or services.

This certainly isn’t a complete list of words to avoid when you are wondering what to avoid when cold calling, but it’s a start. As a general rule of thumb, you should avoid any word that has a negative connotation, even if you use it in a positive way. Consumers tend to hear the negative word, and form a negative connection with your brand, without even realizing it.

Always remember that it’s not only what you say, but how you say it, that determines sales success!

What to avoid when cold calling – part 2 is a post from: The Science and Art of Selling by Alen Mayer

As annoying as cold calling can be, it is a game of probabilities and the more you do it, the more sales you will make. 

What to avoid when cold calling? is a post from: The Science and Art of Selling by Alen Mayer

• I don’t want to bother anyone
• They probably won’t be interested
• I don’t want to be yelled at
• I don’t like reading from a script
• I don’t really know what to say
• What if they act like they may be interested, but still won’t buy?

There are probably several other objections, but these are the common ones. The bad news is that these are real – and they represent potentially huge barriers for any company’s marketing efforts. The good news is that with a different way of approaching cold calls, this can change from a feeling of dread to a feeling of enthusiasm and actual anticipation – and this is not as hard to accomplish as it may seem.

The first and most important step is to realize that you are not bothering your prospective customers/clients. By not calling and introducing your products/services to them, you are really doing them a disservice.

Think about that. If you really believe in your company’s products and services, why wouldn’t you want to tell the whole world about it? Your customers need what you are offering, and cold calling is one way to make them aware of the benefits you can offer them. This is an important first step in changing the way you think about cold calls.

The next step is to put yourself in the position of who you are calling. They have problems; you have solutions. Why in the world are you hesitant to offer to help them by making their life easier? There is no good answer to that question. Once you have identified your targeted market, and what they are concerned about, the calls will begin to flow naturally, and the phone will no longer weight 10,000 pounds.

To help overcome the fear factor, ask yourself this: what is the worst, the very worst thing that could happen? You hear an obscenity and the phone slams down? BIG DEAL! If anything, you will learn to enjoy results like that, for the simple reason that those “No’s” are leading you to the next “Yes’s”.

As you can see, it all begins changing the way you approach cold calls. And that is totally under your control!

How To Approach Cold Calling is a post from: The Science and Art of Selling by Alen Mayer

Confidant cold calling is all about preparation and attitude. If you know your product, your customer and your approach, cold calling is a breeze. The first thing you need to do is to define your product. What exactly are you selling? Why would a Canadian want to purchase your product or service? What makes your product or service better than your competitors? You need to know why a Canadian would benefit from purchasing your product or service.

The next step in the cold calling process is to identify your potential customer. Conduct research to find out who exactly makes the purchase decision in that company. Be sure you reach the correct person. Canadians do expect you to be accurate and respect their positions.You can use the internet to investigate the company (Trigger Events!) or call the company itself and ask who in their company makes those purchase decisions. If possible, contact that person via email or by sending them an introductory letter and sales brochure telling them you would like to speak with them about your product. Increase the postage on your material to Canadians and in the letter or email, tell them when you will be calling them. Allow a few extra days when sending material out of the country (from US for example), then call them a couple of days after you believe they have received the initial contact information.

Have a prepared script ready when you make the initial cold call taking into account the benefits of your product to Canadians. Remember that Canadians are extremely polite and expect you to be. We buy differently. We want to be heard. So, when calling be sure to ask if it is a convenient time for them to talk to you. If it isn’t, immediately ask to re-schedule at a better time. Canadians value honest, forthright communications. Be extremely straight-forward and helpful. Remember that the initial call is not necessarily to make a sale but to begin building a relationship with the client. We need relationship, rapport, and empathy. With that attitude, sales will follow.

Oh, and by the way, we don`t live in igloos.

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If you want to learn how to sell to Canadians, subscribe to my Cold Calling For Canadians newsletter:

More info: http://www.coldcallingforcanadians.com/

How To Cold Call Canadians is a post from: The Science and Art of Selling by Alen Mayer

Clammy hands?  Blank mind?  Have you become an expert at creative avoidance?  No one actually looks forward to cold calling, yet it’s a necessity for successful selling.

Happily, there are some simple cold calling techniques you can use to become much more comfortable, move past your fear and enjoy the positive results you want.

These cold calling techniques can really help:

• Acknowledge your anxiety.  Even professional athletes psych themselves up, put on their game face and focus only on desired results.
• Be prepared.  Know exactly how each prospect can benefit from doing business with you, how your company and products can improve their operations or bottom line.  Talk with current customers to learn how they’ve benefited to get ideas and examples.
• Assume prospects are interested.  Unless you’re merely opening the phone book and blindly selecting numbers to call, you’re making appropriate contacts.  They just haven’t met your company or products yet, so it’s a teaching opportunity for you.
• Anticipate objections.  You can be a hero by helping resolve problems or allaying  concerns about pricing, budget, timing, usage, etc.
• Pretend you’re speaking face-to-face.
• Speak normally.  Know the points you want to make, but let your personality show.  People buy from other people, and they prefer to do business with people they like.
• Stand up.  Your voice will sound better and you’ll be less tense.

Don’t overdo it. 

Set yourself up for success, by scheduling short cold calling sessions – say, ten calls or 15 minutes — and rewarding yourself after each session.  Rewards should be something you really like, such as calling one of your best customers to check in, reading for a few minutes (limit the time) about sales tips or market trends, even tapping into a short podcast or video.

Short sessions and frequent rewards make cold calling manageable and focus on the positive, energizing you for your next round of calls.  Get up and move around between sessions, too, because stretching improves blood flow to your body and your mind.

These cold calling techniques can improve your results.  And remember, cold calling is not a goal.  It’s the first step in a winnowing process, so naturally you’ll find some “chaff” along the way.  But with every call, you’re expanding awareness of your company’s brand and products, and you’ve introduced yourself so you’re no longer a complete stranger.  You’ve planted a seed that might some day grow into a customer.

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I’ve been nominated as one of the Most Influential People in Sales Lead Management in 2011 by Sales Lead Management Association. Voting is open until November 30; please vote for me only if you feel I am contributing to the sales community:

http://www.salesleadmgmtassn.com/50most2011/top50_vote.htm

Cold Calling Techniques is a post from: The Science and Art of Selling by Alen Mayer

There are some proven cold calling techniques that really work and they can help you to succeed in overcoming your fear. The first line of business is to set up an effective script. Words sell and people will listen, if what you are saying make sense to them. Even in cold calling you must grab the attention of the caller within a few seconds, otherwise you will lose them.

When you are speaking on the phone, use a calm and soothing voice. This lets the customers know that you are relaxed and they too will hear this in your voice. Keep your voice high and upbeat. Do not use a lot of unnecessary words when you are trying to make a sell. Using too many words without making a valid point will end the conversation quickly.

Talk to the decision maker to prevent repeating yourself and to save time. Find out the best times to call prospective customers and follow up on the times and dates they suggest. Let your voice be confident and relaxed and avoid repetitious words. Be an active listener and not a pretender.

Cold calling is an inexpensive direct approach – cold calling can be an effective and powerful sales tool if it is implemented in the right manner. How well cold calling techniques works depends on how well the salesperson has been trained, and how well the script has been revised. A poorly written sales pitch will drive prospective customers away; however, a well written script will definitely get their attention.

Even if you are already using cold calling in your line of work, you can always improve your techniques. Millions of businesses realize how important telephone etiquette and effective speaking is, especially on the telephone. Customers like talking to someone who is confident in themselves and in what they are selling.

Cold Calling Works! is a post from: The Science and Art of Selling by Alen Mayer

Don’t be afraid to ask questions that will help you understand your customer’s situation. Don’t be afraid of what objections your prospect might bring up. You will actually make your sale much easier with the good fact-finding. You want to uncover your prospects needs and wants even if they don’t realize he or she has them at this point.

Also you will probably hear some negatives from your prospects, and by uncovering those objections you will be able to tailor your presentation to deal with those potential negatives in the most effective way.

A good fact-finding shows that you are concerned about the customer’s needs and you are not like every other sales person who is simply trying to sell the product to him.

 To quote myself from the book Trigger Events, “All needs are easy to understand once they are discovered; the point is to discover them.”

Remember: Fact-finding IS selling.

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Get the book Trigger Events today and start selling to new customers tomorrow!

Fact-Finding Is Your Mission is a post from: The Science and Art of Selling by Alen Mayer