How to make cold calls. Effective cold calls: sales technique

First of all, it should be understood that 90% of the success of cold calls depends on discipline and conversation techniques. A cold call is nothing more than a set of algorithms worked out to automatism.

Cold calling: what to avoid

Here are the top 8 enemies of cold calling.

1. Not enough to call

Cold calling is the law of large numbers in action. There is a directly proportional relationship between the number of calls made and the number of sales. If there are few calls, this will immediately affect the revenue.

2. Don't use a script

As already mentioned, cold sales are just technology polished to a shine. And any technology implies the presence of a clear algorithm of actions. In our case, the conversation script. Without it, almost every client can take the initiative and lead the conversation nowhere.

3. Do not fix agreements

If the sale didn’t go through, but you see the cold call as promising, you can’t lose your head. In this case, it is necessary to fix the agreements in order to use them in further steps. Remember, some people generally tend to talk a lot and promise. And only a clearly formulated result of the conversation can somehow discipline them and make them pay.

4. Do not find out the reason for the refusal

Very often in cold sales, people automatically refuse. But that doesn't mean your offer is irrelevant. Use leading questions to ask the person why they said no. If you bring it to the objection, you will get material with which it is quite possible to work and even successfully close the deal.

5. Do not listen to conversations between managers and clients

Managers' cold talks should be assessed by the supervisor using the manager development sheet. The latter is a table with sales skills and conversation milestones. This table evaluates the quality of negotiations with clients from the first contact to the final stage.

6. Sell to a non-decision maker

A cold call and a pleasant conversation with the person on the other end of the line can turn into a real disappointment at first. This happens if the manager forgets to find out if he is talking to the purchase decision maker.

7. Get impressed with every rejection

The manager should not take customer failures to heart. This is a normal everyday practice of cold calling. A quick “no”, albeit sometimes expressed in a rude form, is not at all a reason to endlessly reflect and take pauses for reflection. Forget and move on.

8. Not sticking to a work schedule

The lack of a clear schedule for cold sales managers, with clearly defined allowed pauses, will be detrimental to sales levels. It's a good practice for salespeople to call continuously for 50 minutes in a row and take a break every last 10 minutes of the hour.

Cold calling: how to write a script

What are cold calls? If you still think that this is some kind of ingenious improvisation of the seller, then you are mistaken. Cold calls are, first of all, a preliminary thorough preparation of the script.

To prepare a sales script for cold calling, use this four-step plan.

1. Information gathering and preparation

Goal definition. Register, invite or immediately sell.

Product. Search for arguments for the formation of value through the HPV algorithm: characteristics - properties - advantages - benefits.

The target audience. We assume the "true" values ​​and needs of potential buyers.

internal sources. Analyze records of managers' cold calls that ended in a purchase.

2. Development of a test version of the script

When all preliminary information is collected, start writing a test script. At the same time, consider 3 points on which cold calls are based. The technique here is simple.

Structure

Remember the sales classics when you think through the structure of the script. The cold calling technique involves the use of the "5 stages of sales" algorithm: opening - identifying needs - presentation - closing.

The length of the text that a salesperson must say during a cold call varies depending on the purpose. If the goal is (register, invite), then 5 minutes is the limit. When you need to “close” a deal right on the phone, it may take a little longer. The fact is that then the employee needs to move in a cyclical scenario as objections arise. However, there must also be a time limit set. Usually 10-12 minutes is enough to close 3 to 5 objections. If the buyer continues to resist, then it is pointless to continue the conversation.

Flexibility

The text of the conversation can be as detailed as possible. And the one who makes a cold call in this case cannot even be called a seller. He simply reads with expression what the smart system “slips” to him. Moreover, even the work with objections can be automated. It remains to follow the tone and mood. This is possible when the product is extremely clear, and the contours of the audience are strictly defined.

3. Tests

The text is ready. We “launch” the resulting cold calling script into work. We control the execution by employees according to this checklist.

• Manager speaks clearly
• The buyer does not take the initiative in the conversation
• All options for objections to the product are taken into account
• Words and phrases that led to rejection

4. Introduction

After testing and working on the bugs, we automate the “submission” of the selling script of the cold call. To do this, use special services, such as HyperScript. They allow:

• write, correct, update the text in one place;
• compare the effectiveness of scripts and employees;
• display the necessary parts of the script right during the conversation;
• find the stages at which failure occurs most often;
• integrate all data with .

Cold Calling: First Impressions

In cold calls, it is very important to make the right impression in the first 3 minutes. Use the right intonation, be positive and friendly. And follow the algorithm below.

Greetings

Even after the two hundredth call, you need to make sure that “hello” sounds sincere.

Performance

The Hook of Clarity

Then be sure to explain how it happened that you are calling. You can use a variety of reasons: an application directly from the client, previously established agreements, a call on a recommendation, etc. These are the so-called "hooks" of clarity.

Goal voicing

Timing the call to some kind of "hook" of clarity, you should communicate the goals and intentions. So you can save time and bring understanding to the subject of conversation.

Programming

If, after voicing the purpose of a cold call, the conversation continues, you need to “program” it, that is, agree on the rules and timing. Then, most likely, you will not be interrupted.

"Yes-yes/no-no"

If after that the person agrees to continue the conversation, then the “programming” has passed. If you do not agree, specify what exactly does not suit the client, establish other agreements and act according to them.

Cold calling: client qualification

The qualification of the client is very important when you use a channel such as cold calls. The quality of contacts with such a ringing is quite low. After all, you simply assume that you are calling someone who might be interested. That is, in fact, you are engaged in lead generation, trying to sift through a cold base in order to get a really targeted lead.

You need a lot of leads. Therefore, you cannot afford to waste time on empty talk. In this regard, certain "filters" should be veiled in the script, allowing you to quickly qualify the contact. By these "filters" are meant questions, by asking which you will understand:

• whether the person has a potential interest in the product;
• does he have the funds/budget to make the purchase;
• if there is a fundamental interest and money, then what could be the potential value of the transaction.

Cold calls: identifying and shaping needs

If the opening of the deal, as a result of which the first impression is formed, was successful, then the cold call goes into the second phase. This is the phase of identifying needs and shaping them if they are not identified with the clarity needed to purchase.

To identify and form needs, question techniques are used according to the SPIN methodology.

C - situational questions. Asked to understand the current situation.

P - problematic issues. With their help, the seller is trying to find the "pain" of the client - his problem. In this case, the first "pressure" on the painful point occurs.

And - extracting questions. They hint at the consequences of “not solving” the problem.

H - guiding questions.“Open eyes”, demonstrating the best solution and relieve “pain”.

This technique is effective, since it is based on the mechanism of "Socratic" dialogue. As a result, the client gets the impression that he comes to the decision to purchase absolutely independently.

In the process of identifying/forming a need during a cold call, you must qualify the interlocutor according to the following 4 parameters:

• the person has a fundamental interest in the transaction;
• in front of you is a decision maker (DM);
• what and to what extent a potential customer is able to “master”.

Cold calls: presentation

According to the cold calling technique, they should contain presentation phrases. The presentation is a list of benefits from purchasing the product. The seller comes to the benefits through the above-mentioned HPV algorithm and presents them according to the scheme:

1. On the basis of the identified/formed needs, the key property of the product in the buyer's value system is declared.

2. With the help of a transition phrase, the advantage of a certain property is indicated.

3. The advantage is translated into the category of benefits: the advantage is “the laptop is very fast”, and the benefit is “it can work with powerful software packages and not unnerve the user with its “stupidity”.

At the same time, do not forget that the benefits are not only logical, but also emotional (you will be happy and proud of yourself), psychological (“real woman”, “real man”, etc.), social (now you belong to the most advanced part of the population, etc. because you have an iPhone).

Cold Calling: Common Customer Objections and What They Mean

Cold calling objections vary by industry, but some common ones are:

1. "Expensive"
2. "I will think"
3. "I'll call you back"

Clients do not always openly express their doubts and can “mask” the real reasons for the refusal under these phrases. The task is to identify them and help the buyer make the right decision for himself.

Objection "Expensive"

So, when a person says expensive, it can mean:

• "give a discount",
• "make it cheaper"
• "competitors are cheaper."

If you are asked for time to think, start "thinking" immediately with the client, as what you are really being told is:

• "not now",
• "I will think",
• "postpone",
• "I need advice"
• "Give me a break"
• "I will consult"
• "Let's go next week."

"I'll call you back" objections

When the words “I’ll call you back myself” burn on you, then this is most likely the result of some kind of mistake in the early stages of a cold call. Most likely, the manager simply does not inspire confidence in the client.

Read more about how to work with objections in the article ": "expensive, I'll call you back, I'll think"

Notebook for working with objections

The notebook should contain the following sections:

The most common objections Customer objections received in the process of cold calls, in the format of questions.

Responses to objections. All responses to objections are recorded. Especially those that were worked out collectively.

The best answers. The column puts pluses and minuses depending on when the answer was voiced and whether this objection was overcome in practice.

It is very important that the work with objections in cold calls is carried out in practice, and not studied in theory. Managers must be thoroughly familiar with all possible responses and apply them almost spontaneously during a cold call.

Cold calling practice

To achieve this, the seller must act according to the algorithm.

1. We connect the reception of active listening. Let's hear the objection. In the right places we say: “yeah”, “uh-huh”, we repeat the last 2 words of the phrase with an interrogative intonation.

2. We express understanding. Just like that, we pronounce the phrase "I understand you."

3. Accession. From the 2nd to the 3rd stage, you need to go pretty quickly. Here you need to explain what exactly you understand: we summarize in our own words.

4. Counterargument. This is the "bullet" of benefits. Moreover, clips with such bullets, that is, lists of benefits and counterarguments, are prepared in advance. Each of them corresponds to a certain group of objections.

Cold calls: how to speed up the purchase

Reducing the duration of the transaction is relevant for a company from any business segment. And if cold calls are used for this, then each manager should have tools at the ready that can ignite the buyer, motivate him to make a quick decision.

Tools for clients during a cold call:

Early booking for a product. Describe the benefits if the buyer decides early.

Additional functionality. Offer something within the same cost when buying right now.

Present. Think of something to give that will not bring you additional material costs, but will be valuable for the client.

Special offer at a reduced price. Make a discount that will be valid for a limited period of time.

Special conditions for the second purchase. Think about what conditions you can offer when contacting you again.

Create reasons to buy. Make offers for holidays, anniversaries, birthdays.

All of the listed offers must be limited in time. This provides motivation for making the final purchase decision.

Cold calling: “bypassing” the secretary

If you are engaged in B2B sales, then the cold call script should include options for “bypassing” the secretary. Use one or more of the methods below.

1. Find a “material” reason for the secretary to be the reason for a conversation or meeting with the decision maker: a book, a flash drive, an insider presentation. Of the working words that the secretary understands, you can also use the words “samples” or “gifts”.

2. Come up with a complex phrase that will be replete with professional slang relating to the specifics of the activity of the company-buyer. The secretary will most likely not understand anything, but will either be imbued with respect or afraid to take responsibility for judging what you have just proposed. The result is a transfer to the LPR.

3. Find yourself a "secretary." Let someone call, posing as your secretary and arrange a telephone conversation / meeting with the decision maker. This technique can be strengthened by the DDL (Deadline) technique: "My manager is in the city for only 1 day, he needs to urgently meet with your leader."

4. Call after business hours. Usually secretaries do not work before 9 am and after 6 pm. But their "wards" really work. Try calling at a time when you don't have to talk to the secretary at all.

Cold calls: why and how to set up their wiretapping

Salespeople should not call unsupervised. A cold call script is just the first line of defense. But, as professionals say, you still need to check how the employee “walks” along the script. Therefore, record telephone conversations between subordinates and customers and listen to them.

Why set up listening

We will immediately explain all the benefits of recording and listening. There are at least 3 of them.

1. You have invaluable material on hand that can be used either as a reference example of a cold call or as a "sample" of the worst decisions of the seller. The technique of cold calling is perfected in the process of working on bugs. Recordings and their transcripts can form the basis of an effective system of training and advanced training of personnel. Build the training around the contrast between the best and worst conversations. The best ones will tell you how to write the most optimal cold call script. And the worst ones will allow you to type errors that lead to the failure of transactions.

2. When managers know that they are being listened to, it encourages them to work more technologically and follow the rules. Of course, you won't be able to monitor every call. But after all employees do not know whom and when listen. So they will try. Again, I don't want your call to end up in an anthology called "The Worst Examples of Cold Calls." No one needs such "glory".

3. A data bank with records is a kind of insurance in case of a conflict. And they are different: with employees and customers. Keep in mind that the evidence base in hand is a serious advantage for the owner.

How to set up listening

To set up the process of wiretapping calls and make it regular, you need to take a number of measures.

1. The first thing to do is to integrate CRM with IP telephony. This is the only way to technically secure a record of cold calls for later analysis.

2. Constantly ask the head of the sales department () about the most problematic stages of transactions. To answer, he will have to listen and analyze calls on a regular basis.

3. With enviable frequency, ask the ROP for links to the best and worst recordings of telephone conversations. This, again, will “force” the manager not to abandon work on the sellers’ mistakes and will replenish the data bank with fresh cases.

4. Develop manager development checklists - checklists with the necessary sales skills. They will make it possible to turn wiretapping not into a subjective assessment, but into a technological analysis of the qualitative parameters of telephone conversations.

Cold calls: how to analyze their quality

The quality of cold calls is monitored, analyzed and corrected using 2 tools:

• manager development sheet;
• assessment of a telephone conversation using the "traffic light" system

Let's consider each of them.

Manager Development Sheet

A development sheet is a checklist of the skills needed to successfully sell a specific product to a specific company. It must match the accepted skill model. Development checklists help improve cold calling Phone sales should be tracked against this checklist at regular intervals.

Skills to Check on the Development Sheet

For convenience, all skills are divided into blocks according to the stages of the business process.

1. Establishing contact

• welcomes;
• recognizes the position;
• announces the purpose of the call;
• speaks positive language;
• find out how the client learned about the company;
• uses techniques: compliment and small talk;
• recognizes the site;
• visits the site, etc.

1. Identification of needs

• enters the funnel;
• asks questions on the questionnaire;
• uses open, alternative, closed questions;
• carefully listens and hears the buyer;
• uses the SPIN technique, etc.

1. Presentation

• uses the goal-benefit technique;
• builds presentations according to the markers about the motives of the purchase.

1. Work with objections

• works with objections according to the algorithm and the list with typical types of resistance explicit and false

• fixes the agreements reached;
• recognizes the contact number;
• uses triggers to quickly close a deal;
• informs the client about the next steps, etc.

Rules for working with the development sheet

Rule 1. According to one checklist, only one conversation of an employee is evaluated, and not his skills as a whole. Therefore, measurements of quality parameters should be carried out on 2-3 conversations of each seller with a monthly frequency.

Rule 2. Only behavioral moments are included in the checklist:

• Greeted / not greeted
• Addresses by name/does not address
• Uses the "clarity hook" / does not use
• Uses/does not use active listening techniques
• Uses SPIN technology / does not use
• Offers solutions/does not offer, etc.

And all value judgments must be excluded. Do not include such parameters as "literate speech", "confident tone", etc. These things are very relative.

Rule 3. All skills are evaluated on an alternative scale: 0 or 1 (pass/fail). Subsequently, the scores on the sheet are not summed up. The main function of the tool is control, which allows you to identify certain weaknesses in a particular representative of the company and work with them.

Rule 4. All checklists are accumulated in the personal development folders of managers. This is done so that later it would be possible to track the dynamics of the development of each employee individually.

3 key skills

There are 3 main skills that should be checked on the development sheet and on which cold calls should be based. It involves working in the following areas.

1. The ability to form the value of the product. It is expressed in the fact that the seller uses the TOVP language (feature-advantages-benefits), knows the additional benefits of the product, is aware of the history of the company, its awards and key partners.

2. Product knowledge. It is expressed in the fact that an employee can provide product benefits that will meet the true needs of the client, knows how to correctly justify the cost, understands how his product differs from competitors' analogues.

3. The ability to form the need of the buyer. The personnel of the commercial division must master the SPIN technology, or at least its individual elements, learn not to give up after the first refusal of the client, not to wait for a hot buyer, but to warm up their own to the desired “temperature”.

Traffic light system

After the next evaluation session of cold calls on development sheets is completed, it is necessary to pass the entire array of received data through the “traffic light” system. This is a fairly simple tool that allows you to take an "X-ray" picture of the quality of the work of the entire department. How it's done? To do this, all calls are transferred to the pivot table as separate cells and colored according to the following criteria:

You need to understand that if the quality of calls is at the level, then a reasonable increase in the above indicators will lead to an increase in revenue. Again, do not forget to control the duration of calls.

With all these statistics in hand, try to understand:

• at what duration the call most often ends with a deal;
• how many calls are made on average by the most successful representatives of the department;
• what is the best ratio between duration and number of calls that leads to particularly high results

After that, play with the script to adapt it to the optimal parameters.

We have considered the necessary minimum of principles and tools that will allow you to transfer the results of cold calls from the category of chance to the category of predictable sales. Use scripts, work with customer objections, evaluate the work of managers, adjust algorithms and techniques.

• What is cold calling
  • Helpful Tips

Many have heard about the emergence of a new sales technology. It's called cold calling. So what is it?

What is cold calling

Let's understand together what cold calls are. The technique consists in making calls to potential customers who are not familiar with the company (calls to customers who are familiar with the company are called “warm calls”), which should encourage a person to make a purchase or order a service.

This technology is not very simple. Specialists who can professionally work as cold-call managers are in high demand. The technique of "cold calls" contains knowledge of psychology and oratory. Possession of such technology at times increases the value of an employee. This is why it is imperative for a manager to master the technology of cold calling.

Cold calling will be successful if three basic conditions are met:

1. Good self-control;
2. Impeccable possession of information about the products sold;
3. Possession of knowledge about potential customers;

Looking at these three factors, it seems that this can be easily learned, because today there is a mass of specialized literature and various trainings.

Why are there so few cold calling professionals?

Managers are well aware of this and are afraid of being rejected. All these cases can be predicted, and therefore prevented. To do this, you do not need to use template speech, you need to listen to the intonation of the voice of a potential client and adequately respond, putting the conversation in the right direction.

Knowing the customer is a prerequisite for success

We mentioned that the client needs to be known. That's why, even before making a call to a certain company, you should know almost everything about it. It is not difficult to do this. All information is stored online! The manager must be sure that the offered products are exactly what the client needs. The reason for the call may be, for example, the participation of a potential client in some discussion in the media.

Cold calling does not pursue an immediate purchase!

The professional always remembers that the purpose of the call is not to sell immediately. Many people make the mistake of starting a conversation with phrases that directly encourage them to take some action. It will be much more effective to start a conversation with a story about your company, about what it does. After, inquire about whether the product can be useful for the client. The main purpose of this technique is to instill interest in the company. You can also convince the client of the need for more detailed information about your services (products). You can offer a meeting with a representative of the company.

Familiarization with the article “Cold calls - what is it” alone will not turn you into a specialist in “cold calls”. Here are some tips to help you:

1. Prepare in advance the scenario of a future phone call. Include here a small greeting, a story about the company, and likely questions. Such a scenario is thought out in advance, and not hastily.
2. Exercise restraint and calmness during the conversation. Be confident and don't worry. Any trembling in the voice will alienate a potential client.
3. Avoid conflict entirely. Swearing is a cross on the purpose of the call. Even if they tell you that they are not interested in products now, this does not mean a complete refusal.
4. If you are told that it is inconvenient to talk now, then you need to ask when the conversation will be appropriate and convenient.
5. With a categorical refusal, nothing is worth imposing. Apologize and say goodbye, and don't forget to say thank you.
6. Use repetition tactics. In case of refusal, you can again, after a certain period of time, make a call offering your services. Act discreetly and carefully!
7. Time is to be valued! That is why the time of the conversation should not be delayed. A conversation lasting from two to five minutes is considered optimal.
8. Don't forget about some magic words. People always respond positively to "promotions", "discounts" and "free"! If you are in a position to offer such things, then this should definitely be done. (Read also -)
9. If possible, offer a potential client certain samples of your product, demo versions. This technique works in most cases.
10. Pay attention to your potential client. Do not under any circumstances interrupt him. If a person begins to say something to you or ask you, be sure to listen to the end. Please clarify the question if necessary. People always love attention and respect for themselves. This cannot be ruled out in the technology of "cold calls".

What is Cold Calling - video

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From this article you will learn:

• What are cold calls
• Which companies will benefit from them?
• How to organize them
• How to script a cold call
• How to bypass the secretary and answer the objections of the decision maker
• What are the most common mistakes managers make in cold calls?
• How to evaluate the result, and then increase it

Cold calls are rightly considered the most difficult sales channel. Here, the manager is required to be able to interest the client, keep his attention and fend off objections, leading the interlocutor to the idea of ​​the need to make a purchase. We will figure out what mistakes are made when calling customers and how to conduct a dialogue so that your proposal finds a response.

What is cold calling in sales

The difficulty of cold calls is that the interlocutor does not expect your appeal and is not ready for it. It is possible that a product or service will be of interest to him, however, before you can talk about it, you need to get the attention of a potential buyer.

Such calls were called “cold” because the client needs to be “warmed up”, arouse his interest, arouse the desire to listen to you and, as a result, buy the offered product.

As a rule, such calls cause nothing but irritation, because you can be busy and answered only because you are waiting for important news from a partner or employees. Instead, you hear memorized phrases on the phone about the benefits of service in a particular beauty salon.

Most approaches to cold calling come from books by American marketers from the 1960s and 1980s:

1. The conversation is conducted according to a pre-written script (script).
2. At the beginning of the conversation, you need to introduce the company.
3. The call is preceded by serious preparatory work.

The first interlocutors of managers who make cold calls are secretaries. Over time, they begin to calculate such sentences for the first phrase and instantly turn off the conversation. This is where the difficulty lies: with cold calls, the person on the other side of the phone does not want to listen to a description of the merits of your offer.

To solve the first task - to interest the client - it takes time, but most often (more than 90% of cases) the conversation between the person making cold calls and the secretary of the organization does not exceed a minute, most of which the manager does not speak himself, but listens to a refusal and receives a request to send offer.

Needless to say, as a result of several dozen such conversations a day, his motivation tends to zero? To once again pick up the phone and start a presentation, the employee requires a lot of courage.

Those who are just starting their career in cold sales are usually happy to hear the phrase "send a sales proposal." However, do not flatter yourself and try to send out as many emails as possible. Often this is just a polite refusal to continue communication, and the received offer will immediately be in the basket.

Also, newcomers often believe that the main purpose of cold calls is sales, but in fact they help to filter and expand the base of potential customers.

An instant sale is not at all a task that can be solved with a cold call. You should try to use the little time that the interlocutor gives you to present your company, find out if your product may be of interest to him, and achieve a personal meeting to get to know your offer in more detail.

Cold calling is only the first attempt to establish contact with a potential client. That is why, before dialing a number, it is worth making inquiries about the business of your future interlocutor, understanding for yourself how your product will be beneficial for him, and showing awareness in a conversation that can do a good job.

A good example of a cold call by Vin Diesel

Cold calling technique: pros and cons

There are several advantages inherent in cold calls:

• the first acquaintance takes place by phone, which means that time and money are saved on trips;
• compared to correspondence, even by e-mail, communication is carried out more quickly;
• the direct reaction of the interlocutor to the proposal voiced to him;
• overcoming mutual misunderstanding by clarifying questions;
• the use of prompts, scripts and other materials during the conversation on a computer monitor or on paper.

Cold calling involves overcoming some limitations:

• for the interlocutor, your call is an annoying hindrance that interferes with work;
• on the phone it is much easier to refuse or end the conversation, having come up with a convincing excuse;
• one can judge the opponent's reaction only by intonation;
• you can not use visual means of confirmation - drawings, photos, graphs;
• the danger that your words will be misunderstood.

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Which companies are suitable for cold calling?

Cold calls can be used by anyone whose average profit from each sale exceeds 250 rubles. But there are sellers for whom this method is recommended in the first place:

• B2B sales with 2000 potential customers.

If there are much fewer of them, the call will be completed within two weeks. Cold calling for B2B is recognized as the most effective way.

• B2C sales for a very wide range of customers.

Getting a database of individuals with the desired segmentation is almost impossible. This means that your product should be of interest to the majority of callers. For example, cold calls are successfully used by dentists, beauty salons, gas meter sellers, and plastic window maintenance firms.

In general, telephone communication with individuals is easier and more effective than with companies.

• Increasing the cost of context and other ways to find customers.

In such cases, cold calls are a real lifesaver for the business. Otherwise, you can spend more on marketing and lead generation than you earn in the end.

• High average bill and expensive leads.

Let's say you have no problem paying for expensive advertising. However, a lead that cost 500 rubles pleases more than a lead that cost 10,000 rubles.

No one but you can tell for sure if cold calling is right for your business. But, if you need to increase sales, and other methods are not suitable because of their high cost, if you are ready to learn new techniques and you are not afraid of the unknown, try it. Perhaps this method will be the most successful for your niche.

How to calculate how much a cold call will cost

Let's consider a simple example.

You pay 20 thousand rubles to each of the three managers. The remote form of work allows you to save on office rent and computer equipment, with the exception of paying for telephone communications, say, 4,000 rubles per month for each employee (the amounts may vary depending on the region and the duration of the calls).

Therefore, your monthly expenses are 3 x 20 + 3 x 4 = 72 thousand rubles.

Cold calling tracking gives you accurate information: each employee makes 150 calls daily, 150 x 22 (workdays) x 3 = 9,900. Your average conversion rate is 5%, which means you have 495 leads per month.

We calculate the cost of one call: 72,000 / 9,900 = 7.27 rubles.

One potential client costs you 72,000 / 495 = 145 rubles.

This is where the conversion statistics of cold calls to leads are important. A high conversion automatically reduces the cost of a lead, and vice versa.

Let's calculate the cost of the transaction. Let's say the conversion from the lead is 15%, that is, each client will cost 966 rubles (145 / 15% = 966). The average profit per trade must exceed this amount.

How to organize cold calls

So, you've decided to introduce cold calling to increase sales without major marketing investments. There are two options: create a department in your company and entrust him with the function of finding new customers or entrust this work to a specialized firm - a call center.

The choice depends on the tasks before you. If a one-time survey of customers is planned in order to update the database, it makes no sense to open a separate division for this, it is more logical to entrust calling customers to a call center. But we want to warn about the risks that accompany cooperation with such an organization.

Of course, if the company plans to regularly search for new customers, it is necessary to create a telemarketing department that, using cold calls, will offer your product to a wide range of potential buyers.

The costs of outsourcing and maintaining the activities of your own unit are about the same level. However, having your own department gives you some advantages:

1. Employees of the structural division of the company are much better acquainted with the specifics of the goods that they offer to customers. The training of your own employees is easier to organize, besides, it will require less costs. At the same time, they will act much more efficiently than the involved specialists.
2. In-house telemarketers can offer all of the company's products. At the same time, the cost of staff training will be minimal, and besides, you will not need to pay for the lease of the database.
3. If products or services are more complex, it will be much more difficult for outside workers understand the nuances of their application and Communicating the right information to potential customers in the right way.
4. Own staff is much easier to control. You can make adjustments to the work as soon as necessary, but in cooperation with the agency, this will require much more effort.
5. It also saves time and money when starting a new project., because you do not have to carry out approvals, pay for services, configure equipment and software for a new scenario. Calling customers about a new product can start at least two weeks early.
6. When working with a call center, you have to make sure that its operators and your sales managers do not attack the same subscribers at the same time. In addition, by transferring the database to unauthorized hands, you risk quite a lot.
7. Your own division can act as a base platform for training sales managers. People who go through cold calls become specialists who can sell anything to anyone.

What a cold call manager should be able to do

cold call manager- this is an employee who is tasked with finding leads, getting new customers for the company's product.

In the process of work, he makes cold calls, gets access to the decision maker (decision maker) through the secretary, makes sure that the client is in need of the proposed product or service, possibly sends a commercial offer and “hands” the prepared buyer to the sales manager.

In another way, these specialists are called call center managers. Large companies, as a rule, have a fairly large lead generation sector, allocated to a separate call center, whose functions include both making cold outgoing calls and receiving incoming calls. When contact is established, "warm" clients are transferred to the next stage.

A lot of requirements are imposed on the call center manager: the ability to quickly switch between different scripts, to be well versed in professional programs, to quickly respond to the interlocutor's remarks.

All this requires constant tension from employees, so the turnover in these positions is traditionally high, but it is not difficult to find a new employee to replace the departed employee, because special skills are not required here, and training takes place quite quickly.

The third name for such specialists is telemarketing manager. It has taken root in large companies - banks, Internet providers, etc. The work takes place in specially allocated premises, where workplaces with specialized software are located, while the regime is strictly regulated.

A huge database is used for calling, the number of cold calls is measured in hundreds per day, and one cannot deviate from the developed script. It is quite difficult, and the salary, as a rule, is small (about 15 thousand rubles). However, this is a colossal school and those who do not break down and do not burn out while working in this position become real professionals.

The disadvantages include the fact that the telemarketing manager communicates with end customers, so the acquired skills may not be enough for B2B.

Experience shows that a certain type of person copes best with work in such positions: active, assertive, well trained, not stewed in a conflict situation and able to continue a conversation even when the interlocutor does not show interest in him. Of course, an indispensable condition is well-developed speech and excellent diction.

Given all these requirements, a good cold caller is a godsend. If you have such employees, you are guaranteed a stable influx of low-cost leads.

What do you need to do to get these professionals in your telemarketing department? Nothing special - we just give an announcement about the recruitment of employees. Gone are the days when it took six months to train them. In fact, it is enough for a person who comes from the street to provide:

• a clear logical conversation script (script) on two or three sheets;
• customer base;
• a list of specific tasks: do this and get so much.

This is enough for a new employee to start bringing you leads on the first day after listening to an introductory briefing.

Why you need a cold call script

A script is a carefully thought-out sequence of actions that an employee takes in the course of making cold calls.

This is a kind of algorithm, thanks to which the manager clearly knows what he should say to a potential client, in what sequence, how to respond to objections coming from the interlocutor. At the first contact, a cold call script is an indispensable thing, because we have a minimum of information about the client, just like he does about our company.

The effectiveness of the next communication attempts will depend on the fruitfulness of the first conversation, since it is at this stage that the manager finds out whether the interlocutor has a need for the company's goods and services, or the product is not interesting to him. In this case, it makes no sense to waste time on it, it is better to switch to the search for those to whom we can benefit.

For the second contact with a potential client, the script is no less valuable. Based on a well-thought-out conversation script, the employee moves directly towards the goal, and he has a much greater chance that the result will be positive compared to an employee who is not armed with a script.

An example of a scripted cold call:

How to write and implement a cold call script

Stage 1. Preparation of information

Cold calls are preceded by the collection and analysis of information in five areas:

1. We set a goal: registration, invitation or instant sale.
2. Product. We select arguments to confirm the value through the HPV algorithm: characteristics - advantages - benefits.
3. The target audience. We formulate the needs of potential customers.
4. Competitors. We try to get the scripts of the leading players in our niche and study what they focus on in cold calls. You can get scripts in different ways: using the mystery shopper technique, getting a job with a competitor or making a direct request - it is quite possible that you will be met halfway.
5. internal sources. We carefully analyze cold calls that ended in a purchase; we find and highlight the key points that can be used when creating a script.

Stage 2. Creating a test case

Having finished collecting preliminary information, we try to write a test script. This work should be based on three basic points on which cold calls are built:

1. Structure. The sales classic is something you should constantly think about when building the structure of the script. Without applying the algorithm of five stages of sales (opening - identifying needs - presentation - working with objections - closing), cold calls simply do not exist.
2. Length. It depends on the goal of the seller, and can vary from five minutes, when the manager implements lead generation (registers and invites), to 10-12 minutes, if the goal is to close the deal directly during telephone conversations.

The difference is due to the fact that in the second case, the movement follows a cyclical scenario during the processing of objections. During the specified period of time, the specialist must close up to five objections. If the resistance of the buyer could not be broken, the conversation ends, since there is no longer any point in continuing it.

1. Flexibility. The script can be written in such detail that the employee making the cold call is only required to voice the programmed text. Work with objections is also subject to automation. It is important to pronounce phrases in the right tone and with the right mood.

This is quite realistic if the product is simple, and the audience does not go beyond the boundaries of the outlined framework.

Stage 3. Testing the script

Having created the text of the cold calling script, we carry out its trial run. We control managers according to the following checklist:

• the employee does not deviate from the text;
• the interlocutor fails to seize the initiative in the conversation;
• the script provides for all types of customer objections;
• what phrases provoked the refusal of the purchase.

Stage 4. We introduce the script into the work of managers

The tested and finalized cold call script is subjected to automation. Existing services make it possible:

• writing, correcting and updating the text in one place;
• comparing the effectiveness of various scripts and managers;
• displaying the required parts of the script during the dialogue;
• search for stages at which a failure is fixed;
• integration of all data with CRM.

The right cold call with quick access to the decision maker

For a cold call specialist, the first task that needs to be solved is considered to be reaching the decision maker (decision maker). This person in the company is responsible for whether the product you offer will be purchased. Therefore, a conversation about the merits of a product should be carried out only with him, all other options are simply meaningless.

Most often, the decision maker is the general or executive director, chief engineer - it depends on the specifics of the business. Almost each of them has a secretary who screens out unwanted interlocutors, among which cold-call managers are secretly included.

Is it possible to overcome this obstacle? Let's consider several options:

Way	Description	Dialogue example
1. Minimum information, maximum perseverance	Do not give your name or company. Do not fawn and do not fawn. Clearly and confidently ask to switch to the person you need. Don't give detailed answers. We are trying to break the pattern: most often, the secretary is introduced, explaining the reason for the appeal. If you do not give him this information, it is easier for him to connect you with the required person.	- “Swords and plowshares”, Tatyana. How can I help? - Connect with the commercial director. - On what question? - Tell me it's Sergei. - Do you want to suggest something? - Not. - I can't connect unless you introduce yourself. - Tell him, this is Vasiliev. - Which Vasiliev exactly? Where? - From TDN. - Have you already talked to the director? - Yes.
2. Asking for help	We focus on the natural desire of a person to help. The secretary is pleased to show that he is aware of the competencies of persons from the company's management.	- “Swords and plowshares”, Tatyana. How can I help? - Tell me, please, Tatyana, you probably know who it is better to talk to in your company about the supply of metal for making swords.
3. We have already talked	We pretend that negotiations are already in progress. It works especially if you know the name of the decision maker. In extreme cases, we say that we did not have time to write down his full name.	- “Swords and plowshares”, Tatyana. How can I help? - Connect, please, with the general. - On what question? - The day before yesterday we spoke with him about the supply of metal.
4. Non-existent contact person	We pretend that we are negotiating with the right contact person, but we are mistaken in giving his name.	- “Swords and plowshares”, Tatyana. How can I help? - Connect with Vladimir Semyonovich. - We do not have that. - Strange ... Apparently, I made a mistake when I wrote it down. The fact is that a person from your company called us about the supply of metal. Tell me: who is in charge of this issue?
5. Non-existent mobile	We pretend that we know the mobile phone number of the person we need, but we can’t connect to him in any way.	- “Swords and plowshares”, Tatyana. How can I help? - Good afternoon ... I can’t get through to your director on a mobile phone. Is he there?
6. Two secretaries	Ask for help from a colleague, preferably a woman. One gets the impression that the same secretary is calling at the direction of his boss. Usually, the fact that the same performer makes a request is disarming.	- “Swords and plowshares”, Tatyana. How can I help? - Good afternoon. My name is Svetlana, Metalloprodukt company. I'm calling at the request of our director Sergeev Ivan Petrovich. Please connect with your supervisor.
7. Application on the site	We make sure that an application has been left on your site, but the data is not completely filled out.	- “Swords and plowshares”, Tatyana. How can I help? - Good afternoon. Advanced Technology Company. My name is Viktor. On our website, on behalf of your company, an application for participation in the seminar "Advanced technologies for reforging swords into plowshares" has been left. But they left only the phone number and the name of the company. Who should I register as a workshop participant?
8. Interview	We introduce ourselves as a journalist of the specialized media and arrange a meeting.	- “Swords and plowshares”, Tatyana. How can I help? - Good afternoon. The editors of the online magazine "General Director". Connect with the supervisor for an interview for our publication.
9. Two calls	Call for the first time with a request to give an e-mail address to send information to decision makers. Important: ask to whom exactly to address the letter. Call a second time after a while and say that you need a person whose name you learned on the first call.
10. Call to the sales department	We tell the secretary that we want to talk to the sales department. There are never any problems with this. We assure the manager who picks up the phone that the secretary connected you by mistake, in fact you need (call the position of the decision maker), and we ask you to switch to it. According to the same scheme, you can contact the accounting department or another available unit.
11. Extension number	If your company provides for automatic switching to the right employee, dial any three digits. Most likely, you will be able to get into any department, and then it’s a matter of technology - ask to connect with the one you need.
12. Call after business hours	Try to call half an hour before the start of the working day or 30 minutes after it ends. Secretaries in most cases come and go at set hours, so there is a chance to get straight to the head.
13. Foreigner	We ask you to connect with the decision maker in a foreign language, and it is better not in English, so there is less chance that you will be understood. If you do not speak languages ​​- prepare yourself with the help of Yandex or Google services. Unfamiliar speech and the fear of scaring off a foreign partner will push the secretary to connect you with the director.	I need the Director Ivan Petrov (in English). J "ai besoin d" un directeur de Ivan Petrov (in French). Necesito un director Ivan Petrov (in Spanish).

See how the individual ways look in real life:

Cold calling + objection handling

Very expensive

• It's great that the budget of the company is so important to you. Tell me, is it only a matter of price or do you have other wishes to change our product / service?
• Therefore, all our regular customers are people who appreciate quality and do not like to pay twice.
• Yes, each of us would like to get excellent service and excellent quality, paying as little as possible. But you know perfectly well that most often these concepts are incompatible. Is it important to you that the product is reliable?

I will think

The answer "I'll think about it" is the equivalent of a polite refusal. Specify what exactly confuses the client in your product:

• Of course, as you wish. Let me tell you about the additional benefits of our product so that it is easier for you to make a decision.
• I think in general you liked our offer. Or are there things you don't understand?

Submit a commercial offer

• Yes, definitely. But I ask you to clarify a couple of questions in order to compose it specifically for you, taking into account your needs.
• Of course, I will send you an offer as soon as we meet and talk about special conditions that we can offer your company. Your office is on the fifteenth floor, am I right?
• I think you get a lot of offers. In order not to take up your time, let's clarify what is most relevant for you, and I will prepare an offer based on your wishes.

• Perhaps now our product is not of interest to you. But over time, you may need it and you will know exactly where to go so as not to waste time searching.
• Tell me, what conditions of cooperation would suit you?

If you give me a 30% discount, I will buy

• We would gladly give you this discount if we overcharged. But we initially form the price so that you do not overpay, so this is already an excellent offer compared to competitors.
• We practice providing such discounts if _____ or ______. Let's discuss the details, and if you fall under these conditions, I will seek a reduction in cost for you.

Others are cheaper

• Yes, of course, someone's price is always lower. But are you ready to check on your own experience, due to what they offer such conditions? Are you ready to receive a low quality product or limited service?
• Yes, but the price is not the only criterion when choosing, right? Let me explain what is the difference between our products and then you can decide if it is worth paying less. In any case, the choice is yours.

We work with others

• It's great that you appreciate your partners. But I am not saying that you should cut off your cooperation. Let me tell you what else we can offer you.
• Yes, it is a good supplier. But listen to our offer: it will probably help you negotiate a lower price with him. Or start working with us.

How Sales Managers Fail Cold Calling

A cold call is likely to fail if you:

• Don't prepare for dialogue.

A cold call involves a conversation on a specific topic within a given time limit. Each replica should be confident, thoughtful and with a clear goal.

• You will lead a boring monologue on one note.

Not a single person will listen to your memorized speech, especially if it is spoken without emotion and the slightest interest in the result. An attempt to speak without allowing replicas from the interlocutor is the second mistake. Not only do you have to convey information about the product, your task is to determine the needs of the client and collect as much information about him as possible.

• Don't use words that show politeness.

Be courteous in conversation: Saying "thank you", "please" and "all the best" indicates your respect for the other person.

• You will be selling goods on the go.

The biggest chance of failing a cold call is to start with a sale. A person who is not ready to buy will immediately refuse, even if your offer is attractive from any point of view. Generate interest first, get the client to talk, and secure an appointment.

What does a good cold call look like?

1. A telephone conversation should not last more than five minutes.

The best option is three minutes. This is not as small as it seems. If you do not scatter on unnecessary details, it is quite possible to calmly and confidently convey the necessary information and get a positive answer.

1. The interlocutor does not see you, but this is not a reason to sit with a sour face.

Radiate goodwill, good mood is perfectly conveyed by your intonation.

1. Focus on the buying company.

"You", "your company", "you will get", "you are right" and so on.

1. Maximum specificity in the proposal.

Instead of “Maybe we will meet? ..” we say “When is it more convenient for you to meet - on Thursday or Friday?”. The first question allows the interlocutor to refuse, the second not only excludes such a possibility, but also forces you to flip through the diary in search of free time.

Why Record a Cold Call Dialogue

The calling process must be controlled. A cold call script is an algorithm by which an employee acts. However, professionals recommend checking how the manager "walks" through the script. The easiest way to do this is to listen to recorded conversations between your subordinates and potential buyers.

There are several benefits of recording cold calls:

1. You are gradually collecting an invaluable archive, where you can find both a dialogue that can become a model for other employees, and an example of a failed conversation that demonstrates how not to work with a client.

Working on mistakes will help managers hone the technique of cold calls, and transcripts of recordings will form the basis of training for staff. The best dialogues that ended in a sale are used to correct scripts, while the bad ones serve as material for typing errors that lead to a deal failure.

1. Knowing that their work is being recorded and reviewed keeps managers on track follow the established rules and achieve the best results.

Naturally, you can't listen to absolutely every conversation, but employees are zealous because they don't know whose call is being monitored at the moment. As a rule, ambitious people go to sales, and no one wants to be the worst.

1. Bank of records- a good way to make sure in case of a conflict. Unpleasant situations happen to both employees and customers. Having the evidence base in hand, you have a serious advantage in their analysis.

Let's outline the measures that will help set up the process of wiretapping calls and make it regular:

1. The first step is the integration of CRM with IP-telephony. This is the only way to technically ensure that cold calls are recorded for later review.
2. Periodically ask the head of sales for information about the most problematic stages of transactions. To answer this question, he will have to regularly listen and analyze cold calls.
3. Constantly ask the head of sales for links to the best and worst dialogue recordings. This will not allow him to abandon work on the mistakes of managers, and the data bank will be regularly updated with fresh cases.
4. Instruct to develop manager development checklists - checklists with the skills needed by the seller. On their basis, it is possible to carry out a technological analysis of the qualitative parameters of telephone conversations, and not just give them a subjective assessment.

3 ways to evaluate the effectiveness of cold calls

• Evaluation of the performance of each manager.

Count the number of calls made by one employee per day. Often the manager plays for time, preferring to work with the base, and not with live clients. This approach is explained by the high stress load: telemarketers are constantly faced with a negative reaction from the interlocutor.

Experience shows that every employee should make 100-120 daily cold calls. If this figure is below 80, it is worth taking action.

• Evaluation of the performance of each manager.

You can calculate sales performance by dividing the number of successful cold calls per manager by their productivity and multiplying the result by 100%. The average figure, depending on the business area, varies from 5 to 15%. It is necessary to keep statistics for each employee and use the data obtained to motivate him.

• Evaluation of the profitability of "cold" telemarketing.

Profitability is calculated by the formula: ((income - expenses) / expenses) * 100%.

1. Enter a system of motivation for account managers. The effectiveness of motivation in cold sales is quite high, so it makes sense to identify the best manager every month and encourage him financially.
2. Edit and change the sales script. If, as a result of the analysis, it turns out that most of the dialogues end at the same step, it is worth making adjustments to this part of the conversation script.
3. Implement a CRM system that can be linked to telephony. As a result, you will be able to track how much time an employee spends on cold calls, as well as immediately see who and when the deal was closed.

   The introduction of an auto-dial system, which independently selects a client and makes a call, will minimize the likelihood of a manager delaying the conversation.

4. Train your managers. Don't challenge telemarketers to mechanically reproduce script text. It should serve as the basis for their confident speech that can interest the client, while the ability to improvise is only encouraged.

These skills need to be worked out at internal trainings or by inviting reputable sales specialists.

• Igor Alyasiev, Elena Alexandrova “Direct sales: features of national “cold calls”.

The feeling of indecision is familiar to anyone who had to make the first cold call in their life. What to say at the very beginning? How to continue so that the interlocutor wants to listen to you? What might be of interest to him? How to respond to objections? How to get an appointment? How to get a positive result in the end, how to achieve the goal set by the management?

The answers to all these questions are in the book, so anyone who wants to overcome their shyness and fear, learn how to find contact with any client, convince and sell by phone, it will be very useful. The authors supplemented the second edition with examples of real dialogues.

• Stephen Schiffman "Cold Calling Techniques"

The sales manager faces difficult tasks: to get an agreement to a meeting, to present a product or service, to achieve a deal. How to do it easily and successfully, how to achieve your goals and raise your own bar higher and higher? The book offers proven ways to solve these problems.

• Anastasia Kozachenko Cold calls and what they are eaten with.

The technique of cold calling does not lose its relevance, and the author of this book has done everything to convey maximum useful information to readers. Just look at the content, and it becomes clear that there is everything that a person who aspires to become an ace in this area of ​​\u200b\u200bsales may need.

It is very difficult to make cold calls if you do not know what and how to say. But if you have a script written in advance, then everything immediately becomes much easier. And in this article, we will write a cold call script - a step-by-step conversation scheme for your specific situation.

And yes, of course, we will look at different examples of working with objections. So that you don’t just repeat this scheme like a robot, but you can adapt it to the situation. Then your results will improve several times.

How do I make cold calls?

I remember, 6 years ago, I was engaged in attracting clients to our translation agency through cold calls. I put off starting work for two weeks and looked for excuses not to call anyone. It was just very scary.

But when the money began to run out completely, I still forced myself to pick up the phone and dial the first number from the list. To my great relief, the other end of the line did not pick up the phone.

Then I dialed the second number, and they answered me quite politely that the head of the foreign economic activity department had just left, and asked me to call back in 15 minutes. I have already considered that for a start it is quite enough, and you can go to rest. But still I decided to clear my conscience to dial the third number.

It was a large industrial company in our city. And I knew for sure that they were already working with some kind of translation agency. Therefore, I assumed that the conversation with them would not last long.

What was my surprise when the person on the other end of the wire listened to me and offered to meet in an hour to show the current orders. On the same day we received our first order from them. And this company is still our regular customer. And it was all in one call.

Of course, I understand that I was lucky. Clients are not always so willing to agree to start working with you. But still, there are certain statistics - how many cold calls you need to make to get one order.

How many cold calls do you need to make to get one order?

If you think that there is some kind of magic scenario of a cold call, which, like a golden key, will open all doors for you, you are mistaken. There is no such script and cannot be.

And yet there is not and cannot be a seller who would make twenty calls and conclude twenty transactions. You can’t sell to everyone, no matter how hard you try, and no matter how wonderful the conversation scheme you prescribed.

Cold calling is a statistic. Statistics of refusals and consents to meet with you. You need to know your statistics, and just do it every day. For example, in most cases, you need to make about 20 calls to set up 2-3 meetings.

Further, out of 3 meetings (according to statistics), you will conclude one deal. That is, you need to make twenty calls and hear “no” nineteen times to close one deal. It is very important. Often, salespeople are trained to “press” everyone on the phone until they agree to meet with you. My experience is that this is bad practice.

Why being overly assertive is bad

If you are persistent enough, and you find your answer to any “no”, then in the end the person on the other end of the wire will still agree to meet with you. And as a result, you will only lose your time.

That is, your interlocutor after half an hour of playing "objection - answer" will say - "Well, you persuaded me, let's meet next Monday, at two o'clock in the afternoon." But he will say this only in order to get rid of you. Then you will not be able to get through to him (he will write down your phone under the name "Do not take in any case").

And when you arrive at the meeting, you will not find anyone at the specified address. That is, you will waste several hours, or even the whole day.

In fact, the purpose of a cold call is not to “persuade” everyone and everyone, but to correctly filter out those who you should spend time on and who you shouldn’t. The whole conversation scheme, which you will find below, is precisely aimed at making this filtering as fast and comfortable as possible.

It was very important for me to clarify this before starting to parse the circuit. Your task is not to get one “yes” at all. Your goal is to get nineteen valid nos. After that, you make a deal and calmly move on to the next round.

And yes, by the way, all of the above applies to a conversation with a decision maker (Decision Maker). But before talking with the decision maker, we will most often have to talk with the so-called "Gatekeeper". This is a secretary or assistant or someone else who does not want you to distract the boss with your calls.

With gatekeepers it is necessary to act a little differently. After all, there is no way they can give us a valid no. And that means they just need to be “pushed through”.

Scheme of a conversation with the "gatekeeper"

And so it happened. After much procrastination and looking for excuses, you've finally made up your mind to get on the phone and start calling potential customers on your list. You sell antivirus for corporate computer networks. You pick up the phone, dial the number of the ACS department (Automation of Control Systems), and after a series of beeps you hear:

• OAO "Mashinstroyperestroy", I'm listening to you...

You answer:

• Hello, my name is Dmitry. I'm calling you from Peresvet about a new antivirus for your computer system. Can you tell me who I can talk to about this?

And in response you get:

• Thanks, we're not interested. Goodbye.

This is one of the standard gatekeeper objections. And if you bought into this “we are not interested”, then it is very in vain. Now I will tell you a secret. In fact, the secretary on the other end of the line has no idea whether they are interested or not.

It's just that your call is interfering with her work. If she lets you through to her beloved boss Arkady Petrovich, the head of the ACS department, and you offer some nonsense, she will get hit on the head.

And if you offer not nonsense, but a super-solution that will save the plant a million dollars a month, and her boss will be rewarded for this, then the secretary ... still will not receive any benefit.

All the laurels will go to Arkady Petrovich, because he "found", "offered", "implemented". That is, the secretary will either get hit on the head, or (at best) will not get anything. So why would she risk it? The easiest way is to immediately jump to the best option and get "nothing". That is, just do not miss your call to the boss.

But the secretary has his own problems and tasks, and you and I have our own. And the task number one is to break through the barrier of standard "objections-rejections".

Overcoming standard objections

Here are some of the standard objections that a gatekeeper can usually make to you:

• We are not interested / do not need
• What exactly do you want to offer?
• Send us an email and we'll take a look and get back to you
• No (I won't connect you/he won't talk to you)

And here's how best to build a dialogue with such an interlocutor.

Secretary: And what did you want to offer (And on what specific issue are you?) (Are you on the issue of advertising?) (What kind of services do you have?), etc.

You: We are installing a new anti-virus program for computer networks. Who can I talk to about this?

Secretary: We're not interested (we don't need it)

You: Understand. You know, with about every fourth client, our cooperation began in the same way. That is why I would like to ask a few clarifying questions to your specialist. Who can I talk to about this?

Secretary: Reset your proposal by e-mail. We will review and call you back.

You: We do not have a general commercial offer, there are a lot of options. I need to talk to your specialist, because we are committed to offering only what people need, not everything at once. Connect me please.

Secretary: We are doing well.

You: Amazing. Among our clients, most of the companies are successfully developing. That is why our services were useful to them. All I would like is to talk about whether we can be of service to you. So who can I contact about this issue?

Secretary: No (I will not connect you, he will not talk to you).

You: If it's so difficult to talk to him, maybe I can talk to someone else about this issue?

Two main points in the scheme of conversation

You methodically work out all the “no” and push through the gatekeeper so that he still risks connecting you with the person you need.

Notice two important points about this conversation pattern. At the end of each answer to an objection, ask to be connected to the decision maker. Usually people can't stand being asked for something several times and give up.

The second point is an explanation of the reason why you need to be connected with someone. In the famous book The Psychology of Influence, Robert Challdini describes an experiment where a person first simply asked to be skipped a line. And in the second case, he added “Let me skip the line, because I really need". And in the second case, it was missed 3 times more often.

Of course, in our example, we got a very "hard nut to crack". Usually secretaries give up after 1-2 objections. But there are even harder ones. They just tell you no.

What to do if you are still told "no"

If you can’t convince the gatekeeper to let you go further, then you can try to “make friends” with him.

And making friends with strangers isn't hard at all. Here's what the dialogue might look like after four or five nos.

You: Okay, I understand you. By the way, my name is Dmitry, I am a sales manager in our company. What is the best name for you?

Secretary: Maria.

You: Maria, what is your job title?

Secretary: Assistant manager (secretary/assistant).

You: Maria, please advise me. How can I best deal with this situation?

In such a simple way you have a person to yourself. You met him and asked him to help you. In this case, even the most stony heart will melt, and Maria herself will tell you how and with whom you need to contact.

And after that we move on to a conversation with Himself - the Decision Maker.

Scheme of a conversation with a decision maker

As mentioned above, the task of talking with decision makers is to filter out those who are not worth wasting time on now. To do this, we need to either get a reasonable "yes" or a reasonable "no". Both results will suit us perfectly.

Our conversation with the decision maker will consist of four stages:

1. Performance
2. Question-Engagement
3. Objection Handling
4. Making an appointment

After that, they either say “no” to us, and we calmly move on to the next contact. Or we are told “yes”, and we enter the time and place of the meeting in the diary. And let's look at the options for the conversation scheme with examples.

Stage #1 - Presentation

Here we just need to give our name, the name of our company, and explain why we are calling. The person on the other end of the wire is primarily interested in who we are and what we need from him.

Therefore, do not try to cheat and deceive someone. As a result, deceive yourself. For example, I am very annoyed by salespeople who call me under the pretext of conducting some kind of “survey”. I don't have much time, just tell me what you need.

You (we learned the name from the secretary). My name is Dmitry, I'm from Peresvet, and I'm calling you about a new anti-virus program for corporate networks.

That's literally all. You said everything directly and honestly. In this case, the interlocutor may not answer you. And we need dialogue. not a monologue. Therefore, we immediately proceed to the second stage.

Stage #2 - Question-engagement-pause

At this stage, we need to get an initial reaction to our proposal (most often the reaction will be negative).

You

We ask a question and shut up. This is a very important and very difficult moment. Most people cannot physically bring themselves to pause. Because pause is pressure. With our silence, we literally force a person to answer something to us. This will be the beginning of the involvement in the conversation.

We specifically formulate the question in such a way that it is “impossible” to answer no. Of course, most of the time the answer is no. But at the same time, your interlocutor himself will feel the whole strangeness of the situation.

He is offered to increase the level of protection, but he says “no” - I don’t want to increase anything, let our computers be hacked, the data is stolen. We'll lose customers because of this, and I'll be kicked out of my position, and I'll end my life under the fence with a bottle of Triple Cologne in my hand. Everything is super, it suits me.

You: Tell me, please, would you be interested in increasing the level of protection of your computer network?

decision maker

Let him say “no” out loud (to give up everything is the first normal defensive reaction of a person). But subconsciously he says yes. And this is much more important for us. And having received this “no”, which is actually “yes”, we move on to the next stage.

Stage #3 - Closing the Objection

There is one simple phrase that gets around most objections. That is, it will encourage a person who, at least theoretically, may be interested in your proposal, to agree to meet with you.

And if a person does not want to agree to any, it means that this is not our client yet.

decision maker: No, thank you, we are not interested in this now.

You

That's all, this simple phrase firstly reassures Arkady Petrovich - they say, there are other people with whom I have already met, and they are all alive and well. Secondly, it explains the benefit - simplifying work and reducing costs.

After this phrase, we no longer need to pause. You need to immediately go to the final stage of the conversation.

Step #4 - Making an Appointment

It is very important to suggest a specific meeting time yourself. So the interlocutor is more likely to agree to meet with us. That is, either he will simply accept our conditions, or he will appoint his own. Here's what it all sounds like.

You: You know, Arkady Petrovich, other people working in your field told me the same thing before I came and showed them how our program can simplify their work and reduce costs.

Could we meet? Will Wednesday at two o'clock suit you?

decision maker

And if in this case the person repeats - “No! We don’t need anything,” you can congratulate yourself. You have already received one justified refusal. It looks like they don't really need to improve anything at the moment. Eighteen more such refusals and the deal is in your pocket.

To consolidate, let's write down the whole scheme of talking on the phone with the decision maker once again.

You: Hello, Arkady Petrovich (we learned the name from the secretary). My name is Dmitry, I'm from Peresvet, and I'm calling you about a new anti-virus program for corporate networks ( Stage #1)

You: Tell me, please, would you be interested in increasing the level of protection of your computer network? ( Stage #2 - Pause…)

decision maker: No, thank you, we are not interested in this now.

You: You know, Arkady Petrovich, other people working in your field told me the same thing before I came and showed them how our program can simplify their work and reduce costs ( Stage #3)

Could we meet? Will Wednesday at two o'clock suit you? ( Stage #4)

decision maker: Let's better on Thursday, at one o'clock in the afternoon. I will have half an hour.

Conclusion

We have discussed how best to build a conversation scheme for cold calls. I remind you that the gatekeeper must be pushed through, and the decision maker must receive a “reasonable refusal” or “reasonable consent”. The main thing is not to confuse.

Don't forget to download my book. There I show you the fastest way from zero to the first million on the Internet (squeezed from personal experience over 10 years =)

Happy hunting!

Surely at least once you received a call, and you were offered to purchase a product or use a service. And for sure at least once you answered “no”. The topic of this material is the technique of cold calls to clients. You will learn how to make cold calls correctly, how to interest a client, as well as what sales techniques and patterns to use.

What is it?

Cold calls are named so because of the cool, wary attitude of customers towards them. The main purpose of the conversation is with a potential client. In most cases, you should not try to immediately sell a product or service over the phone, there will be no sense from this. It is more important to interest the client.

The purpose of the conversation is to set up a meeting with a potential client.

Calls perform another important function - replenishment of the client base. Technology requires thorough preparation and careful consideration of your words.

Entrepreneurs are wrong when they expect to get universal instructions for any type of cold calling. Calls are tailored to a particular market, sometimes even to each person. It takes constant practice to learn how to effectively make cold calls.

An important role is played by the balance of the "cold" and already base. You need to constantly make outgoing calls to new customers; customers periodically leave the main base (to competitors or lose the need for the service), this is inevitable. In order not to be left without a base, the cold calling system requires about 100 conversations with new customers per day + ringing a “warm” base. The main principle of a cold call is the manager's ability to anticipate the client's questions and answers, and be ready to continue the conversation.

The main principle of a cold call is the ability of a manager to anticipate the questions and answers of the client.

Organize the search and attraction of customers based on the market segment for which your products / services are useful. Determine the places where potential customers “are found”, get your contact base.

The process of obtaining information about executives can also be approached subtly, calling, for example, under the pretext of market research. This way you can find out if the client is aware of the existence of your company or brand. Having obtained the client's email, you can send him.

Stages of cold calling

1. Collection of information. Show yourself as an informed interlocutor - you will meet a friendlier attitude.
2. Compiling a cheat sheet (). Before the manager becomes a professional (and even after), he needs a short conversation plan. Such a script, regularly updated with new data, will help with answers to any questions of the client.
3. . Introduce yourself (sometimes it's not worth talking directly about sales) and ask to be connected to the decision maker. If this is not possible, find out additional information about him (name, at what time he can be contacted).
4. A conversation with a client. Be sure to ask for a few minutes to talk and explain the purpose of the call. Find out what interests him, what he needs, whether he is satisfied with everything in working with current counterparties.

If you want to interest a client in a meeting, tell us about the main benefits. If the client wants to talk about the details, offer to meet. So you weed out those who like to occupy other people's time with empty talk. You will waste time, and the client will still not order anything.

The technique requires you to monitor the client's mood, record new information for the base, and even take into account the time of the call. Sometimes a client refuses to talk to a manager or disappears in the middle of the day. But if you try to call in the morning or in the evening, he will be more willing to make contact.

In general, the conversation should not go long, three minutes is enough to interest the client. The results of these stages - and the sale of the product.

Work with objections

For the client, your call is unexpected and (usually) unwanted. An experienced manager can distinguish from a categorical refusal. In the latter case, do not be intrusive and continue the conversation - just end it on a positive note. But you need to work with objections so as not to lose potential buyers. Here are some typical answers.

• "I'm busy / in a hurry somewhere." Explain that your goal is not to take up the client's time now, but only to arrange a meeting. As a last resort, agree on when to call back.
• "Call back later". You need to get the exact time of the call so the client can't use this objection over and over again.
• "Submit an offer by email." It leaves hope, but in fact it is almost hopeless. You can immediately state why not meet and offer a specific time. Or agree and ask when they will answer you about what was sent. In general, turn the sent materials from the end of the conversation into a transition stage.
• "I do not need anything". Do you feel guilty? It's not worth it, usually it's just an excuse, and the client does not yet know that he needs it. Here you should go straight to the product, appealing to companies that were not interested in it either, and now they only use it. You can simply promise that the client will be interested, and the meeting does not oblige you to anything, and offer a specific time.
• “My counterparts suit me quite well.” Here you will definitely need the information about them that you have prepared. Say that you are not trying to replace them, but offer an alternative. Say that it is more reliable to work with several suppliers, or explain what exactly you are better than the client's partners, and then offer to meet. If the client insists on his own, this will be an occasion to get to know the competitors better. Find out what benefits make their offer better than yours.

cold calling manager

The basic rules of communication in telephone sales come down to minimizing pressure on the client, confidence, friendliness, and the ability to control your voice. Don't forget about the smile - it is perfectly audible on the phone. Add calmness to your voice, your main weapon. It's easy to miss a call if you speak in a monotonous, uncertain, and boring way.

It's easy to miss a call if you speak in a monotonous, uncertain, and boring way.

Your goal is to interest the client, evoke emotions, be on the same wavelength with him. You must understand what the client is about to say and be prepared. Stock up on short and detailed answers to the main questions of the client: why are you calling him, and what is his benefit. Avoid closed questions, “not” particles and complex terms.

The method of cold calling often confronts the manager with clients who refuse or are rude. Therefore, stress resistance is vital here, and even more - careful preparation for conversations. You must be (or at least appear to be) a professional, and this image is easy to achieve: instead of formulaic phrases and reading from a cheat sheet, speak in your own words, confidently and exactly what the client is interested in.

The phone sales technique is easy to understand, but it takes constant practice to make quality cold calls. Listen to recordings of conversations, think about what you could say, look at examples and improve your skills. As you fill your hand and earn money, you will not notice how you become an expert in cold calls.