"Heat up your Profits with Strategic Cold Calling!"

In the technology based world we now live in Baby Boomers and Millennials alike are likely to be inclined to attempt to replace the face-to-face cold calling sales strategy with any of the numerous technological options available in this 21st Century. Texting, e-mailing, or social media connecting, cannot possibly be considered as an equally effective sales tool as the tried and true face-to-face cold call. Each of these technological modes of communication do in fact play a role in the face-to-face cold call, but they should never be considered a replacement.

The bottom line to effective cold calling is for the sales person to devise their own plan that is comfortable and one they can implement with absolute confidence demonstrating a fluid albeit brief presentation of the product. The presentation strategies are endless, but even before the customer contact occurs there is so much more that must be done in order to enhance the face-to-face meeting that will eventually close the sale. Following these easy steps will add meaning and confidence to any cold calling attempt.

• Step 1 – View the cold call as an open ended question. The benefit of an open ended

question and the cold call is that dialogue between individuals and the customer is continuous. Ongoing dialogue with a customer is the driving force that will ultimately translate into sales. The cold call should NEVER conclude the relationship with a customer. There should always be another opportunity to further the sales process with the customer.

• Step 2 - Define the goal of the cold calling sales calls. On the average it takes anywhere from 8-15 customer interactions before the sale is finalized. Don’t set your expectations too lofty in that every cold or even a high percentage of them should immediately translate into immediate sales or sales leads. Maybe your product is already widely recognizable and the goal might be to make a contact for future sales or the goal might be to introduce a new product, or any number of other purposes that generates future opportunities.

• Step 3 – Customer Research. A general understanding of the customers needs is essential and demonstrates to them that you have their interests in mind. Complete customer understanding is not necessary and can generate target questions for the cold call that will translate into follow-up opportunities with the customer.

• Step 4 – Identify customers to target that have similar contact goals. Within a timeframe of contact the customers being called on should be at a similar reference point on the sales continuum and share the same goal. For example: target ten customers to introduce a new flavor of your sports drink. Each time contact is made with a customer the sales call is tweaked, improved, and generates future opportunities.

• Step 5 – Establish a tracking system that identifies follow-up opportunities. If a tracking tool is not established the cold calling process turns from an opportunity of developing long term customer relationships to one where the quick sale is being attempted. Although on occasion the quick sale will be the result, those opportunities are infrequent an often prove to be less lucrative over the long term. Tracking systems provide the necessary organization for follow-up.

• Step 6 – Reflect and follow-up according to the result of the cold call. Following up the sales call process is similar to the cold call process overall once reflection of the outcome has taken place. Did you meet the goal; did you establish the next step in the sale process? When the reflection is complete take the required action or start over with Step 1 creating the next cold calling opportunity. Technology contact could take place during this step either as a simple e-mail thank you for your time and schedule a formal appointment, or it could reiterate the follow-up plan established during the cold call.

When cold-calling sales calls include a strategic plan increased sales and/or opportunities will be the result. If you would like support in developing your strategies, we are eager to team together with you to get the results you desire.

Visit our website at www.themeritgroupindy.com or call 317-805-4896 today!

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