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 The
Dreaded Cold Call!
Most people find “cold calling” difficult. If you are marketing in
the
construction business, or any other for that matter, hard luck!
Its
part of your job and you had better get used to it! However, most
of the work you will do on the telephone will be Business to
Business calls, and if you have warmed up the recipient with a
good, personal sales letter, your approach is made much simpler.
I spend a lot of my time on the phone to people – these are some
of the tips and tricks I use to make it a positive experience:
1. Smile! Your positive attitude will come through in your voice
2. Be confident – even if you are rejected
3. Be polite – even if you are rejected
4. Never hang up!
5. If you need to conclude the conversation, physically stand up!
Your body language will have an impact on the call
6. Never use a script! If they don’t have one you will die when
they ask the wrong question!
7. Make the conversation open ended – so you have the
opportunity of calling again
8. Listen to them! Listen to them! Listen to them!
9. Don’t try to save the world on the first call
10. Be business-like but personal – make sure you are properly
briefed
11. Don’t address the person using their first name – unless you
know them well and have a good relationship with them.
How to get through to the right person:
Usually the first person you speak to will be the receptionist.
Pick
their brains! In the course of conversation, you can discover who
does what in the company and who the key decision makers are.
They will often answer the phone using their first name:
“Good morning. My name is Natasha. How may I direct your
call?” Something like that. Feel free to address them using their
first name. “Good morning Natasha. I wonder if you can help me.”
Make sure you keep a note of their name for your follow-up call.
There are a variety of ways to get through to the right person:
1. “Natasha, I have been in touch with (prospect’s name)
requesting to tender for (project) and am calling to track the
progress of the project. Can you help?” It is unlikely they will
have details, so will attempt to put you through to your key
person.
2. If they have details, they will let you know – keep a note.
Then
ask to speak to the person directly, thanking them for their help.
3. If you end up with a voicemail, leave a short, polite message
reminding them that you wrote a letter to them requesting to
tender for (project) and ask them if they need further information
– leaving your direct line contact details.
4. If you speak directly to the person, apply all the telephone
techniques listed above(!) and start to build a relationship with
this person. Keep note of the conversation and ascertain more
details about the project they are dealing with. Think: you want
to
offer them a solution not a product. So as they are speaking, use
some discernment. What is it that they need more than anything
else for this project. What are they looking for in terms of a
contractor? What are the criteria they think important in this
selection.
5. If you only have the first name initial of the key decision
maker,
it is worth getting the full name of the person for future
reference.
For instance, if you know the initial is “A”, then use any name
beginning with “A” when phoning. Say to the receptionist: “Good
morning, my name is (your name) from (your company). Could I
speak to Alan Evans please?” She will say, “Do you mean
Andrew Evans?” You say, “Oh yes, I’m sorry, I meant Andrew
Evans.” Job done!
6. When you ask the receptionist if you can speak with this
person, it is better to use their whole name: Not: “Can I speak
with Mr Evans please.” Say this: “Can I speak with Andrew
Evans please.” This is formal but with a personal touch and gives
the impression that you know this person.
So don't be afraid of the dreaded cold calling. Telesales can be
challenging, but also a lot of fun if you apply the right
strategies.
Steve Flashman
(This article is copyright but may be
reproduced as long as the copyright owner,
Steve Flashman, is acknowledged as the author and the following
website link is included:
http://www.makingconstructionwork.com) |
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