When you’re making cold calls to prospects to make appointments you can take 3 actions at the Introduction stage of the call to prevent objections, rejections, and smoke screens to get you off the line.
You need to:
Now see how to put those 3 actions into place:
If your first lines don’t grab their attention you’ll get objections, excuses, and they hang up on you.
You’ll get rejection lines such as:
I haven’t got time,
could you call back,
and someone called me last week.
Your call will be over before you get a chance to pitch your deal.
The important sales tip to remember at this point is: You have to make your call more important than what they were doing when you called.
To make your call important you have to have potential benefits for the prospect in the very early lines of your call introduction.
The benefits have to be as specific as you can make them while still being applicable to the majority of people that you call.
When you introduce your company include a benefit you can offer rather than company information or history.
The prospect doesn’t want to hear your company’s entire history from when it was it was founded to the present day, or your career details, or what expertise you have.
Limit the details of who you are to just your name and only add other information, such as your position, a title, a qualification, or your experience, if you think it tells the prospect you’re cold calling something that will support your aim of getting them to the next stage of the call.
When you tell them the name of your business only include what is needed.
If you add what your company does or what brands you produce do it with features and benefits.
Ask yourself why would they need to know that.
What does it tell them.
How does it help them, and how does it help me, by helping them, to get to the next stage of the appointment setting process.
The only information that should be included at this stage is anything that adds a benefit for the customer, or is a reference point that helps them to quickly understand who you are and why you are calling them.
As soon as possible in the Introduction stage you should include a potential benefit that the buyer could gain by meeting with you. This must be a benefit, not a feature, and it must be something that the person you’re phoning can gain and would want to gain.
The most important line of any sales appointment call is the reason you are calling.
Get this line wrong, or even worse don’t include it, and the objections come flying down the line, the phone goes down, and the opportunity to close the sale is lost.
Your reason for calling the direct sales prospect has to be something that grabs their attention, is relevant to them, and it must be believable.
Some sales training doesn’t include this line, or doesn’t spend enough time on it. Think about it, if you don’t get past the introduction stage you won’t meet the prospect, and you can’t make a sale no matter how good the rest of your sales skills are.
Invest some time working on this part of you appointment setting calls, it is very worthwhile. Ask yourself, if you were the direct sales prospect on the other end of the line what reason for calling would make you listen to the rest of a cold call from a sales person?
The Introduction stage of an appointment setting cold call must have:
A brief Introduction of you and your company and include benefits.
Benefits related to the features of your product.
A really effective Reason for Calling that explains a potential benefit the prospect could gain.
You need to have a script that you have created and in must be in your own words so it sounds natural and not like a call centre caller.
You have to be sound confident and clear and know your script.
The Introduction stage must be brief and get to the point of your call quickly, and it must have a really effective reason for the call.
You can see free online sales training on making sales appointment calls that includes creating an effective script for the Introduction stage at: Free Sales Appointment Training...