The nine DVD sections with sample screenshots
| DVD
contents Cold calling offers one major advantage over other methods of sales promotion. It reaches senior decision makers of high value, difficult to approach customers - even when they are happy buying from another supplier. It enables you to quickly check-out their current situation, present your case and start a relationship. |
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| DVD menue - choose your lesson | |
| Target
profitable customers Task 1 guides you to identify and target profitable, worthwhile customers. It shows you how to get through to the real decision makers and captures their attention. You start by exploring the different customers that make up your market place and selecting those that are the best match for your business and your aspirations. |
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| Focus for highest success | |
| Reach
the real decision makers Decision makers have the authority to make a new purchase or change from one supplier to another. That makes them the logical target for your cold-call approach. The problem is that most decision makers are reluctant to talk to you and lower level staff are easy to talk to.. |
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| Reach the real decision makers | |
| Uncover
the purchase drivers Unless prospective customers have a reason to buy they’re not going to be interested in what you sell. This is a fundamental law of selling. It is also a fundamental principle of successful cold calling. To understand this principle you need to clearly distinguish between feature benefits and, most important of all, customer outcomes. |
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| Analyse customer outcome expectation | |
| Script
your cold calls To be effective at cold-calling you must first memorise your opening statement, be ready to turn around rejections and objections and know how to close for the appointment. In the general flow of conversation, however, you don't follow a script word for word. That doesn't matter. What matters is that you instinctively know what to say and how to respond. It builds your confidence and success. |
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| Jane scripts her cold call approach | |
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Make the call |
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| John cold calls an important prospect | |
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Turn around objections |
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| Delegates learn how to turn around objections | |
| Close
for the appointment Questions about your product or service should be deflected with pre-planned diversions. ‘I do need to take you through the investment programme as it relates specifically to your business, a meeting is really the best way to do that...Another effective way to close is to assume, at all times during a discussion, that the customer will see you. It's all in your attitude. |
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| Delegates discuss closing techniques | |
| Build
a prospect list For every one appointment you win, another ten prospects may insist you send literature first or call back at a future date. You can push for a meeting, but senior decision makers tend to be single minded and don’t respond kindly to pressure tactics. It’s far better to maintain cntact and meet another day. |
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| Exploring pipeline management | |
| Integrate
your marketing If a prospect is still reluctant to see you then close on a fall-back position. Get their agreement to receiving periodic updates on industry issues and customer case studies. A drip-feed contact programme isn’t as good as an appointment, but it does have the virtue of keeping you in the prospect’s mind until they are prepared to see you. |
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| Plan the marketing support |