by Gail Kasper, Author, Television Host, Certified Fitness Trainer, and Motivational Speaker
Cold calling is one of sales representative's greatest fears. Preparation is everything in today's highly competitive sales market. Good preparation offers an opportunity to meet key decision-makers.
Your pre-call preparation can be an asset, or a detriment to your competitors. You need to have a clear understanding of your benefits, and how those benefits will fit the needs of the prospect so you can best address their objections.
How to Prepare for Cold Calling:
Homework: Preparing for cold calling means doing your homework on the company, planning and making use of good critical thinking.
Prospect's Company: Learn as much as you can about the prospect's company. What are their organizational goals? What kind of growth is the company experiencing? What are the current challenges they are facing? Who are their competitors? By asking yourself these questions, you can determine if they would really fit you well as a client.
It is important to get all the information you can, so that you can explain to the client why it makes good sense to meet you. If you do this, the client will feel that you are genuinely interested in his needs.
Below are a few steps in the cold calling process:
Credibility: It is important to gain early credibility, so that you can overcome the objections that may appear later. Gathering information regarding their current challenges prior to the meeting is extremely valuable, since this will enable you to offer solutions to their problems when you do meet.
Planning and Critical Thinking: If you put in the necessary planning and critical thinking before the phone call or the meeting, this will help set the objectives and the means of achieving them. For instance, before a management ride along, discuss what you wish to gain by the activity, anticipate the potential objections that may come along, and have a plan ready to move forward.
Role Management: Moreover, before a meeting, it is important that the role of the sales person and the manager is defined. Who will be handling the meeting? There may be times when even proper planning might not help you handle the situation effectively; if you don't have the appropriate answer, offer to find out the answer for the client.
By proper planning for the call, doing your homework well, and using critical thinking skills, you can be on your way to successful cold call experiences. Also, remember to smile, whether on the phone or during the actual meeting, for people can make out your enthusiasm in your voice, and that is catching!
About Gail Kasper:
Mid-1998, Gail Kasper started her business from a small one-bedroom apartment, with no money and no clients. Today, Gail is the host of the late-night television show Raw Reality, one of the nation's leading speakers, author, Top 1% Club Mentor, advice columnist, Certified Fitness Trainer, Ms. Continental America 2008, and the creator of SAD-T™ (Systematic Attitude Development- Technique™). A former Contributing Editor to Success Magazine with the "Ask Gail" column and host of the "Ask Gail" segment on the Comcast morning show, Gail is the author of her self-help autobiography Another Day Without A Cage: My Breakthrough From Self-Imprisonment To Total Empowerment and the self-help parable Unstoppable: 6 Easy Steps To Achieve Your Goals. With national media appearances that include Inside Edition, The Today Show, FOX Business News, and Oprah and Friends, Gail has earned the ranking of an in-demand national media personality who has been the topic of discussion on Regis and Kelly. Also, the current host of the Philadelphia Visitors Channel, she has also made numerous appearances on network affiliates that include ABC, FOX, CW11, Comcast, and CBS, where she co-hosted the Emmy award- winning America's TVJobNetwork. www.gailkasper.com
This article is courtesy of the Top 1% Club and the Top 1% Club Mentor Gail Kasper. For additional information on Gail Kasper, her television appearances and speaking engagements, please visit gailkasper.com.