Phones for cold calls. Shell and base composition

There is no business without sales. An employee who owns effective cold calling techniques is valued by the company's management and receives a good salary.

Cold calling is one of the most difficult and, at the same time, effective methods sales.

What are cold calls on the phone

Cold calling is the initial phone call to potential customers who have never worked with your firm before, in order to attract them into the ranks of your buyers.

The client is not waiting for a call. The call is called "cold" because the interlocutor on the other end of the wire treats him coldly. Even if he needs the offered service or product, he needs to try hard to get him interested.

The cold sales technique is complex and requires effort, experience, and good knowledge of the product or service being offered from the salesperson.

Video - how to make cold calls, examples for a manager:

Mastering the technique of cold calling is not easy due to the many barriers that must be overcome in order for the call to end effectively. Often you have to listen to the refusals and objections of the interlocutor, unwillingness to talk.

All this affects the mood of the manager making cold calls. To make such calls more effective, you need to constantly train and improve.

In what cases are used

This tool active sales is essential for B2B sales. Recently, cold calls have become more often used in working with ordinary people.

Cold calls are needed:

• to constantly increase the number of new customers;
• when starting a new project, to inform the market that a new organization has appeared;
• to update a large database of potential customers: when there is a list of potential customers, and those that are most beneficial for work are selected from it.

Cold calls in Russia are more often used in the following business areas:

• forwarding companies - advertising rarely works, and customers are scattered throughout the country and abroad, there is no possibility of a personal meeting;
• advertising agencies, magazines, print publishers - use calls to find new advertisers;
• manufacturing companies selling goods for business - to find new markets, expand the customer base;
• wholesale companies selling goods for organizations;
• real estate agencies - for the purpose of selling commercial real estate.

Conversation scheme

In order for a cold call to be successful and give the desired result, you should prepare in advance for the conversation and draw up an approximate scheme. The conversation itself can be divided into the following stages:

• call to the secretary, switching to the decision maker (DM);
• getting to know the decision maker, representing your company, establishing contact;
• clarification of needs, presentation of the company, product or service, processing of objections;
• end the contact and make an appointment.

Video - how to overcome the fear of making cold calls:

Do not call all customers in a row indiscriminately. Before calling, you should study in detail the potential client, his portrait, possible needs. According to only 20% of customers give 80% of the profits.

How to bypass the secretary

In working with organizations, there is often an obstacle between the sales manager and the person who makes the decision - a secretary or a personal assistant. A lot of calls pass through it throughout the day. Often people who call offer something.

In order not to distract the manager, the secretary does not connect with him, but answers that nothing is needed and hangs up, even if the product and service are really useful for the organization. How more company, the harder it is to bypass the secretary.

In such cases, techniques are used to bypass the secretary. Here is some of them:

• find out the name of the decision maker in advance and, when calling the secretary, ask to be contacted the right person calling him by his first and last name. The secretary will decide that the call is repeated and will connect without asking unnecessary questions;
• use swiftness and suddenness, in a confident tone, say: "Hello, connect with the commercial director." Further questions should be answered briefly and confidently. For example, to the question: “Who are you?” we answer: "Serey Ivanov." "What company?" - "Company A";
• make sure that you call not the first time. You can say: “hello, company A, switch to the purchasing department”;
• call at a time when the secretary is not in place. It can be lunch time, the end of the working day, or 30 minutes before the start.

To get the result, you should follow the following rules in communicating with the secretary:

• speak confidently;
• no need to tell the secretary about your proposal, as he does not make decisions;
• before calling the manager, you should find out his full name, this will help to bypass the secretary much faster.

Video - how to get around the secretary when cold calling:

How to start a conversation with a decision maker and get him interested

The conversation with the decision maker is the most milestone call. The overall result and prospects of working with this company depend on how it goes. When you first call, you should not try to sell. The main purpose of the first telephone conversation is to collect information to draw up a profitable offer and an appointment.

Here is an approximate scheme of a conversation with a decision maker:

At the beginning of the conversation, you should introduce yourself, designate your company. Briefly describe what she does. It is better not to mention the position of a sales manager, as it causes unnecessary associations in the decision maker, the fear that something will be imposed on him.

After the introduction, it will be right to clarify whether the person has time to talk. You can start like this: “Hello, my name is Sergey, I represent company A, which produces raw materials for companies like yours. Are you comfortable talking now?

If the decision maker says that he has time, then we continue the conversation on the sales script. If not, then you will have to clarify what time it is convenient to call him. You should offer the person several options for the time of the call so that he can choose from them. We call back at the agreed time.

At the first conversation, you need to arouse interest in a person: tell about your company, the benefits of working, say that you work with the same companies as the one you are calling. Try not to talk about numbers and a specific proposal, this information should be left for the meeting.

Basic rules for talking to a decision maker:

• the main purpose of the first call is not to sell, but to get to know each other, to interest and make an appointment;
• the recommended duration of the call is no more than 5 minutes, as the time increases, the effectiveness of the call decreases;
• you need to speak confidently, smile when talking, as the client feels the mood of the caller;
• your interlocutor should be called by name;
• pledge successful sales- to feel the mood of the client and be able to adapt to it.

To make a presentation that might be of interest to the decision maker, offer something interesting that makes the product stand out from the mass of other offers and explain how the client will benefit from the offer. It could be:

• promotion or super offer;
• cost reduction;
• increase in sales;
• time savings.

Dealing with customer objections

At the very beginning of the conversation or after the presentation, objections can be heard from the interlocutor. The main types of cold calling objections are:

• “we already have everything”;
• “we are not interested in the offer”;
• "I don't have time to talk to you";
• "Submit an offer, we'll consider it."

Having heard such phrases, you should not convince the client of the opposite and prove the benefits of your offer. This is a common mistake and can lead to termination of the conversation.

To avoid objection:

• from the beginning of the conversation, try not to give reasons for objections, ask more, be interested in the situation of the interlocutor, his concerns, which can be solved thanks to the product or service you offer;
• if an objection has been raised, it is necessary to answer them easily, causing the interlocutor to be interested in continuing the conversation.

To the client’s answer: “We already have everything,” you can answer: “I understand that you do not want to change anything, everything is debugged and works great for you. But we can make an offer for your company that will be profitable, because new is development.”

Video - how to deal with objections:

How to make an appointment

Having worked through the objections, it is necessary to end the call by scheduling a meeting, which is main goal first cold call. You can offer several options for the time so that the client does not have an alternative - to meet or not. You should also clarify the nuances:

• date and time;
• place;
• meeting participants;
• discuss the purpose of the meeting;
• receive confirmation from the client.

At the end of the conversation, you need to leave your contact phone number, once again talk about the meeting and say goodbye on a positive note.

Cold calling scripts

A call script is a pre-thought-out or programmed sequence of a conversation with a client, established by the company. It is convenient to use ready-made modules during the initial call to the client. Distinguish between rigid and flexible scripts.

Video - 24 tips on how to create your own cold calling script (part 1):

Rigid- are used when selling a simple product, where there are not many options for customer responses. Such a script does not require a lot of knowledge and skills from the operator.

Flexible- used for complex products that involve ambiguous offers. Such scripts require managers to be creative and prepared.

Video - 24 tips on how to create your own cold calling script (part 2):

When developing a script, it is necessary to take into account the specifics of the industry, the peculiarity of customers. Standard familiar phrases annoy people, cause rejection, so you should develop a unique script that is different from other organizations, which will arouse the opponent's interest.

How to organize: full-time managers or a call center

An entrepreneur may face the question - what is better to organize: cold calls based on their organization and include them in the functionality of their managers or provide a call to the call center. To determine this issue, allocate and consider all the pros and cons of these options.

The main advantages of transferring cold calls to call centers:

• there is no need to recruit and train your staff, in the call center the staff is already trained in such calls and has experience in conversations;
• no need to write sales scripts;
• receive a full report on the work done.

The disadvantages include:

• lack of personal control;
• lack of specific knowledge of your particular product. Call center specialists manage several projects in parallel, their employees manage only your order and know everything about it;
• minimal focus on results. Own staff, if motivated, is more focused on results than call center specialists.

Contacting a call center is beneficial when justified by calculations and cost-benefit ratio. In small organizations, where it is unprofitable to hire an additional employee and train him, it is worth contacting a call center to increase sales.

Video - an example of a cold call according to the scheme:

If the organization has a lot of employees who communicate with customers, then investing in systematic training and motivation of their own staff brings good results over time.

In this case, it is better to choose the option of training your own staff and including cold calls in the functionality of your employees. At the same time, managers should be financially motivated to achieve good results.

Pros and cons of cold calling

The main benefits of cold calling are:

• saving time and money, due to the absence of the need to travel when first meeting with the client;
• faster communication by phone compared to correspondence;
• the ability to understand the client's reaction on the phone to the information received;
• the opportunity to ask clarifying questions in a conversation, to eliminate misunderstandings;
• the opportunity during a telephone conversation to lay out cheat sheets in front of you and required documents and look into them if necessary.

Cold calling also has limitations that need to be overcome:

• the interlocutor perceives the call as a hindrance, distracting him from his affairs;
• it is easier for the client to refuse or come up with excuses over the phone;
• the opponent can end the conversation at any time and hang up;
• it is impossible to track the reaction of a person, since gestures, facial expressions are not visible, it is possible to draw conclusions about the reaction only by intonation;
• there is no way to back up the words with graphs, images;
• when making a phone call, there is a high probability of misinterpretations.

Conclusion

Mastering the technique of cold calling does not come to most managers immediately. This requires experience, patience, constant learning and motivation.

Having learned the technique of conducting such sales, writing scripts, methods of working with objections and other elements of a cold call, the employee improves his financial situation and increases the profits of the company in which he works.

A short summary will help you understand the difference between the two.

What should you pay attention to when the act of acceptance of work performed.

With the help of cold calls, it is unlikely that it will be possible to sell equipment for the production of self-tapping screws; in such cases, several meetings will be required.

Video - examples of real cold calls by phone for the purpose of scheduling meetings:

Hello! In this article, we will talk about such a phone sales tool as a script.

Today you will learn:

• What is a conversation script with a client on the phone;
• How to write a sales script over the phone;
• What types of telephone sales scripts exist .

What is a phone sales script

A phone for a marketer is not only a means of communication, it is also an excellent channel for promoting and distributing products.

To understand how to sell a product using only a telephone conversation, you need to remember the specifics of telephone communication:

• Solution. Usually, modern man makes calls to find out or agree on something, in other words, to solve a problem;
• Brevity. A telephone conversation is always shorter than a face-to-face conversation on the same topic;
• Dialog. A telephone conversation always involves a dialogue between two people.

Not every sales manager is able to briefly describe to the client his proposal for solving the problem that needs to be identified in the process of a telephone dialogue with the client. Therefore, in order for the conversation between the seller and the potential client to turn into sales, it is advisable to use pre-written dialogue scripts or scripts.

Script - a script for a dialogue between a sales manager and a client, designed to improve the efficiency of the former and attract the latter.

You need a phone sales script if:

• Do you sell by phone?
• Your office employs at least three managers for the implementation of telephone sales and telephone counseling for clients (a smaller number is easier and cheaper to train to work without scripts);
• You want to improve your overall phone sales performance. In this case, the effectiveness of individual managers may decrease.

If you agreed with each point, then we need to move on and decide what types of phone sales scripts are right for you.

In total, four types of scripts are distinguished, depending on the level of development of the client and the market in which the client is represented. Each type of script involves its own telephone sales technique.

Any of these types is based on the following principles:

• Equality. You and your client are partners. You should not persuade the client to take a targeted action or accept unfavorable conditions. Your job is to see the client's problem and offer a solution. The client's business is to refuse or agree. Otherwise, you will lose the client's respect for your company;
• Cooperation. You should not argue with the client, you should prove to him that he really needs your product and the purpose of your call is to help. To do this, you need to ask a potential client such questions, the answers to which you know in advance. For example, a manager: “You spend a large number of paper per month?”, client: “yes”, manager: “do you buy a new ream of paper every week”, client: “yes”, manager: “would you like our company to deliver paper to your office every week at a convenient time for you?"

In this example, we offer a solution to the client's problem and in doing so we use the law of three "yes";

• Knowledge. The sales manager must know the specifics of the company, understand its products and services.

Script structure

Now that we have decided on the types of the script, let's decide on its structure. Since scripts for consumer market differ significantly from scripts for the industrial market, we will analyze them separately. Let's start with the consumer segment.

Structure of the script for the consumer segment

To clearly show what is the difference between scripts for a warm and cold customer base, we will display the structure of the scripts in a small table.

Structure of a cold calling script for an industrial client

In this case, it would be advisable to omit the conversation script with the industrial client from the warm base. As a rule, it corresponds to the conversation script for the warm base of the consumer segment.

for industrial customers will consist of the following steps:

1. Preliminary. We send to email your potential client offer. This must be done half an hour before the call is made. Write down the goals of the conversation;

1. Search for a contact person who makes a decision in the client company on your issue;
2. Secretary bypass. As a rule, the secretary of the responsible person, who has his own script for refusal, will answer you first. You need to bypass it. To do this, adhere to the following rules:

• It is necessary to show by intonation and manner of speaking that the responsible person needs this cooperation more than you;
• Clear, correct, confident speech;
• The following phrase should sound in the conversation: “Who can I talk to about this issue” (“Contact me with the person responsible for this issue”).

1. Talking to the decision maker. The structure of the script for a conversation with the responsible person of the company will look like this.

An example of handling objections

At the end of the article, I would like to focus on this particular block, since it is the most dangerous in terms of losing a client.

In fact, there may be many more objections, we have given only the most common options. It is important to think through each and work through it so that the manager can give a clear rebuff and not lose the client.

Sample (example) script of sales by phone

And finally, here's the full phone sales script. Let's say we sell shampoo for dry hair to a cold customer base.

1. Greetings: Good afternoon!
2. Performance: " My name is Anna, how can I contact you? I am a representative of the Volosatik company, we are engaged in the manufacture natural remedies for hair care. "Customer Name", we have a special offer for you."
3. Clarification of the circumstances:"Are you comfortable talking now?"
4. Clarifying questions:“Do you know the problem of dry and brittle hair?”, “Would you like to get rid of it?”.
5. Purpose of the call:“Great, we offer a natural shampoo for dry hair. The fact is that licorice, which is part of it, retains water, and the absence of sulfates allows you to preserve the structure of the hair. Did you know that 90% of shampoos in stores contain sulfates, which destroy the hair structure, slowing down growth and making them brittle? (No Yes). In the manufacture of our shampoo, we focused on the absence of harm to the hair. At the same time, the price of our shampoo corresponds to the average market price and is 500 rubles per 400 ml.”
6. Work with objections: examples of working with objections are given in the table above.
7. Goodbye: Thank you for taking the time to visit us, we look forward to seeing you in our store. Goodbye".

Video about phone sales scripts

Sales are not going well in the store, but you don’t know how to stimulate them? Think cold calls are useless spam that wastes great amount time and money to no avail? This article will teach you how to extract the maximum benefit from seemingly useless actions.

Cold calling consists of calling people who have not previously used the services of your company, but are potentially interested in receiving them. They are needed to find new customers, to inform consumers about the start of a new company or to compile a database of “warm” customers for further development.

Before you start calling potential customers on a cold base, you have a huge amount of preparatory work:

• writing a conversation script;
• preparation of templates for closing objections;
• testing ready-made scripts and their improvement.

How to write a script for cold calling

It is important that the script should have a branched structure - for each of your remarks, write down all the possible answers of the interlocutor. And so prescribe for all your words the possible answers of customers.

How to start a cold call conversation

How you start the conversation determines how it will continue. To begin with, let's decide with what phrases you can not start a conversation under any circumstances:

• "How are you / how are you" - such a phrase from stranger causes nothing but irritation. Save such courtesies for your friends and relatives;
• “Buy a product / use a service” - in response to this question, you will most likely hear a confident “no”, and your goal is, if not to close the transaction, then at least to prepare for it.

There are also phrases with which it is recommended to start a conversation with a cold client. First, be sure to introduce yourself and make sure that the person you need is in touch. You can include a question about whether now is the right time to talk, if not, specify when you can call back. The main thing to remember is that the task at this stage is to interest the interlocutor, and not to sell him.

Negotiation expert Jim Camp's advice is to give a cold client a chance to say no. For example: “I don’t know if our products will suit you. If not, just tell me and I'll go my own way. But if you don't like the speed of your internet…”

What to say next

When the client is ready to listen and is interested in further conversation, you can safely move on to its main part - the presentation of your product or service. Try organically at the beginning of the conversation to draw the attention of the interlocutor a few advantages of your product. During the conversation, ask the interlocutor questions, including a call to action in them. In this way, you can push a potential client to close the deal.

It’s great if your “track record” includes cooperation with a company similar in scope and size, or with some well-known company. Try to mention it in conversation.

Ending a call

The more convincingly you can make yourself known in a conversation, the more likely you are to successfully close a deal or make an appointment. After the presentation of your product, find out if the interlocutor was interested in your offer, if he wants to know more about it. If the answer is yes, tell, close the deal, make an appointment.

Also, with a successful sale, try to increase average check, offering an already “hot” client to buy something else from you or order an additional service.

When you've completed your script, be sure to read aloud what you've got. Make sure that the text is similar to natural dialogue. When proofreading, note the time, reading should take no more than a minute. If it takes longer, cut it down. It is even better to ask the client questions, so he will not “fall asleep”, remain involved.

And here you are holding it in your hands - your script for cold calls. What to do with it, is it necessary to conduct a test test?

Scenario testing

For the first test, make calls to several potential clients from the list. Be sure to record these conversations. After listening to what you got. At this stage, all the shortcomings and weaknesses are usually already visible. Believe me, on the recording, watching the conversation from the side, you can hear much more and understand the behavior of the client much better than during the conversation.

Be sure to work on the bugs and test again. Repeat these steps until you are satisfied with the result. Do not spare the time or effort to refine and test the script. The value of your profit depends on the quality of the script for cold calls, whether the resources spent on its development will pay off.

When you conduct preliminary testing, pay attention to the number of “dialers” when they are more willing to make contact. Evaluate the information received and make calls at the time when the interlocutors are most configured to communicate. After that, be sure to calculate the conversion for cold calls.

Work with objections

During the testing phase of the scenario, you most likely managed to face a variety of objections from customers. Listen to the recordings of the test conversations again and write down all the objections of the interlocutors. It is with them that you will work further.

When working through objections, do not confuse them with a categorical “no”. If such a “no” sounded, it is better to thank the interlocutor for the time spent and say goodbye. An objection means that the client has doubts, but is ready to continue the dialogue.

Carefully work out the answer to each objection, in the end you should close it completely. An excellent option would be additional testing to check how effectively you were able to cope with them.

Keep the received objections and answers to them all the time in front of you along with the script of the dialogue. This will help you not to get lost if the client asks tricky question or you will forget what to talk about next. Of course, in the course of further work, new objections will arise and Unexpected situations. Work through them fully, close objections, and update the list and script to work.

The ability to work on the phone with cold clients does not come immediately. To become a first-class telemarketer requires constant practice, improving your skills, updating existing knowledge and, of course, motivation.

By learning how to conduct cold sales, how to close objections, and how to write scripts for telephone conversations, you can increase the company's profits.

Recently, there has been a rumored sales technique called cold calling. These are calls to potential clients who are not yet familiar with the firm (as opposed to warm calls, which are made to clients who are already familiar with the company).

The technique of cold calling is not so simple, but those managers who have mastered it will definitely always find a job. The study of this technique significantly increases the value of the staff in the labor market. If you are a manager, you just need to know what cold calls are.

Conditions under which cold calls will be successful:

1. Self-control;
2. Excellent product knowledge;
3. Excellent knowledge of potential customers;
4. Knowledge of telephone sales techniques.

It would seem that all these conditions can be met. In addition, today there is a mass of educational literature and trainings that will help you master the technique of cold calling.

Why only a few people know how to cold call

So, if cold calls increase the cost of a person in the labor market, why don't all managers own them yet? The answer is simple: many managers are afraid to make cold calls because of various fears. The main fear is the call itself and the beginning of the conversation. Few managers are able to call an unfamiliar client without fear. Another obstacle is the fear of being rejected immediately after voicing the proposal. We all don't like it when they call strangers and start offering something. And managers understand this and are afraid of being rejected at the very beginning of the conversation. But you need to understand that such a reaction of a person can be prevented if you prepare properly, conduct a conversation unconventionally, and respond to a change in the voice of the interlocutor. The manager may be afraid that it will not be possible to sell something over the phone, which means that everything is useless. But even here you need to understand that the goal of cold calls is not at all in an instant result in the form of a sale.

Knowing the customer is the key to success

As mentioned above, excellent customer knowledge is the key to success. Therefore, before calling any company, you need to find out more about it. Fortunately, information today is in the public domain, for example, on the Internet. And the first question that a manager needs to ask himself is: does this company need our product? In addition, in the process of searching for information about the company, you can find a reason to call. For example, the occasion may be a discussion of any articles and interviews in the media coming from a potential client.

The purpose of the call is not an immediate sale.

The true purpose of cold calling is not to sell over the phone. Therefore, when a manager starts a dialogue with the phrase “We would like to offer you”, this is regarded as imposing a product. It's best to talk about what your company does and ask if it might be of interest to a potential client.

The purpose of the call is to interest and set up a meeting with a company representative. This must be done carefully, under a plausible pretext. For example: "I'm ready to talk more about our product in a personal meeting."

Of course, reading one article will not make you a cold caller. But we can offer you some general guidelines.

1. Prepare the call script in advance. A short greeting, a short presentation of the company, possible questions. All this must be thought out in advance.
2. In the process of communication, be restrained and calm. Do not worry - it is unlikely that a trembling voice will interest the client. But no one will eat you on the phone.
3. Never argue with a potential client. If you are told that now is not the time to talk, this will not necessarily be a refusal to cooperate. Maybe the person on the other end of the line really has a lot to do right now. Ask when it's convenient for him to talk. If you have received a categorical refusal, do not impose yourself and run into swearing. Sorry for the trouble and say goodbye.
4. Do not tell absolutely all the information about the product over the phone. When they start asking you a lot, for example about prices, this is a great occasion to meet.
5. Practice repeat sentences. If the company rejected your product once, then you may be able to get a meeting on the second or subsequent times. But you need to do this not intrusively, after waiting a certain time.
6. Appreciate other people's time, especially if you're talking to a manager. It is considered that the call is successful if its duration is from 2 to 5 minutes.
7. Use magic words. These words are “share” and “free”. If you can offer something like that, then you should definitely do it. For example, product demo, catalog, trial subscription, and so on.

Video

We invite you to watch a video about effective cold calls.

Every effective sales manager should know what cold calls are - the scheme of the conversation, his task, key features. All this ensures the successful sale of goods, as well as a good reputation of the company. How to make a "cold" nickname - we tell below in an understandable language.

Why calling is called "cold"

In management, a “cold” call is a call that occurs at the initiative of the seller and which the client does not initially know about. "Cold" calls - we will consider examples for a manager in a special section - one of the sales tools. It helps to expand the customer base and increase profits by increasing the volume of product sales.

The main task of "cold" calling is to form a desire in a potential client to purchase a product or even instantly purchase it. As you can imagine, this is very difficult to do. To achieve the goals, the manager must use a whole range of recommendations.

The main task of "cold" calling is to form a desire in a potential client to purchase a product or even instantly purchase it.

How do customers respond to calls?

The main difficulty in making cold calls is the initially indifferent attitude of the client. A person does not wait for a call, does not know about the product and is not ready to spend his money on it. He may be busy, not in the mood, and even tired from a previous call from another company.

All this, of course, does not add enthusiasm to new managers. However, you can overcome the initial negative reaction using special call scenarios and simple psychological tricks.

The theory of cold calling

Topics relating to cold calling are well developed in management theory. In the United States, this type of search for new customers was used already in the 1960s. She came to Russia not so long ago - about 15-20 years ago.

The first cold calls were made according to a ready-made algorithm, which provided an exact answer to each “question” of the client. At first it worked, but then the clients “saw through” the method and its effectiveness dropped sharply.

Some Russian companies still use ready-made templates for calls, but in most cases this does not work. The conversation algorithm should be more variable, and the responses to customers should be more personalized. For the successful implementation of the product at present, it is not enough to call a large number of customers, you need to monitor the quality of each dialogue.

What dialogues with clients are effective

Interaction with each client within telephone conversation will be individual. Obviously, the presentation of the product for the head of a large company and the student will differ - both in content and in the manner of presentation.

However, successful cold dialogues have several general characteristics which will help to increase their efficiency from the first days of work. There are also typical mistakes which, unfortunately, even experienced sellers allow.

For the successful implementation of the product at present, it is not enough to call a large number of customers, you need to monitor the quality of each dialogue.

Signs of a successful cold call

1. The first impression of the client from the call is not even connected with the presentation of the manager and the presentation of the purpose of the dialogue, but with his voice and intonations. Good seller speaks confidently, separately and loudly enough. You don't need to ask him again.
2. A professional clearly introduces himself and the company, clearly articulates the purpose of the call, and then makes sure to find out whether it is convenient for the client to talk in this moment. If it is inconvenient - appoints the time of the next contact.
3. Personalized customer service. If this individual- by name (or first name and patronymic), if the sale is addressed to the company - by name to its manager, as politely as possible to the assistant and secretary.
4. A capacious and colorful presentation of a product, product, service. Literally in a few sentences, with coverage of all the strengths.
5. Intelligible, clear answers to questions about the product. To do this, you need to know the product well and quickly delve into the essence of the issue.
6. Professional work with objections - according to a proven algorithm, but at the same time individual. Do not confuse objection and refusal: you can work with the first, after the second you should end the conversation so as not to harm the company's reputation.
7. At the end of the dialogue - short summary, indicating the details of the agreement reached (sales, meetings, deals).
8. It is the manager who provides live interaction during the conversation, with the right amount of humor and participation.

What Makes a Cold Call Fail

Even experienced managers sometimes make dangerous mistakes during cold calls:

1. Monotonous voice, lack of intonation, feeling of fatigue in the voice. Managers sometimes have to make more than 50 calls a day, but this should not affect speech in any way.
2. Indistinct presentation, vague purpose of the call. This will exacerbate the already negative reaction of most customers to an unplanned call.
3. Product ignorance. If the manager does not know the product inside and out, he will not be able to quickly answer the client's question. Or worse than that- will answer with an error. The seller must know all the characteristics of the product and the terms of the proposed transaction by heart, and not look for it during a conversation on a computer or memos.
4. There is no dialogue. If the client most the conversation is silent, and the manager describes the quality of the product to him, the deal will not be completed. As part of a "cold" call, it is important to set up the addressee for communication, interest, and make them ask questions.
5. Disrespectful behavior, intrusiveness. The question “Are you comfortable talking now” should be learned by every manager in the same way as greeting a client. If the person is uncomfortable talking, try to quickly set a date for the next contact and say goodbye politely.

Where to get the algorithm for "cold" calling

A good cold call is always made according to the algorithm. Only very talented and experienced managers are capable of effectively selling over the phone without a stock. It is better not to rely on chance, but to foresee everything possible options conversation.

The algorithm should be developed by a team of specialists with experience in calling and sales. good sample conversation should be varied, provide a vivid presentation of the product in a few sentences, typical objections, summaries. All managers should learn the algorithm and have it in front of their eyes during negotiations.

Only very talented and experienced managers are capable of effectively selling over the phone without a stock.

How to negotiate with a secretary - examples

One of the most significant difficulties in cold calling companies is the so-called “bypassing” of the secretary. The sales manager wants to speak directly with the manager, but first he must get the switch from his assistant.

This is quite difficult to do, since one of the duties of secretaries is to save the boss from an intrusive flow of calls. Therefore, for each such situation, it is worth using your own approach. Let's consider an example of a dialogue that will help "bypass" the secretary.

• Secretary: “Good afternoon, Tekhstroy company, reception CEO».
• Manager: "Good afternoon, the Optstroymaterial agency, we agreed with
  Sergei Ivanovich to call and discuss the details of the meeting.

Most likely, after such a wording, the secretary will connect the manager with the head. First, he called the CEO by name, meaning they probably knew each other. Secondly, the manager said that he had already contacted the head and discussed the meeting (even if this is cunning), which means that the director is waiting for this call.

Complicated communication with the secretary

The above is the simplest option, but it is quite possible that it will not work for experienced secretaries who calculate "cold" calls for one or two. Then it is worth trying to use other schemes:

• S: "Good afternoon, Techstroy company, reception of the general director."
• M: “Good afternoon, it’s very good that I got to you, I think only you can help me. This is the Optstroymaterial agency, I would like to discuss the supply of bricks with Sergei Ivanovich.
• S: "Okay, I'll connect you."

A compliment to the secretary at the beginning of the conversation sets him up more positively, and business language gives the impression that the manager is interested in the call or even expects it. At the same time, it doesn’t matter at all that this may be the first conversation with the director, and the “delivery of bricks” means only business proposal arrange for its purchase.

Anyway, communication with the secretary must be approached seriously. Be polite at the same time, emphasize his importance as a link in the company and at the same time show that your call will be useful to his manager, that he even expects it.

Examples of responses to objections

Dealing with objections is the most difficult part of a cold call. The client is not waiting for a call, most likely he is not interested in the product, so his first answer is likely to be negative. Fortunately, all objections can be divided into several categories and find the answer to them.

All objections can be divided into several categories and choose the answer to them.

What to do in case of refusal

Refusals in "cold" calls - an integral part of the work. More than two-thirds of conversations end up like this. Can you use the rejection to your advantage? First, don't confuse rejection with objection. At first, most potential buyers still object. Find the objection in the table below and work it out.

Second, even if a potential buyer has refused to buy your product, create a future perspective. Tell the client that you respect his opinion, but if he changes it, you are always ready to advise and hope for cooperation.

How to deal with aggressive behavior

Unfortunately, cold calling managers sometimes have to deal not only with rejections, but also with rudeness. What if the potential buyer responds aggressively or insults the caller? Turning such a conversation in your favor is unlikely.

In no case should you respond with aggression to aggression - you will spoil the mood for the whole day and damage the reputation of the company. Therefore, try to complete the dialogue as correctly as possible, but do not hang up. In the telephone database, make a mark next to the number of this client.

Conclusion

Cold calling can be an effective sales tool. Its organization must be taken seriously, starting from the development of a communication algorithm and ending with the mood of the speaker. Employee motivation is crucial during cold calling.