Can a CRM solution help take the chill out of cold calling?
Posted by Walt Hopkins on Fri, Jul 23, 2010 @ 08:46 AM
Cold Calling. Even the name is chilling. You’re not alone if you dread the process. In fact, many people consider cold calling the most intimidating aspect of the sales processes. Unfortunately cold calling is a necessary part of selling; if you want to grow your business, you have to contact new prospects. Few would argue that CRM software adds value to the success of their organization, but can it help you tackle the challenge of cold calls? These tips will help you handle cold calls like a pro, with the help of CRM.
Tip #1 – Overcome Your Reluctance
Make cold calls when you feel the freshest and most energized. For most people, that is at the beginning of the business day. Think of the call as a friendly conversation, not an adversarial one. Remind yourself that you have great product or service that genuinely serves a need.
Tip #2 – Research Your Prospects
Check local newspapers, industry journals and websites for information about the companies or individuals you’re calling. Make it a part of your routine to keep this information stored in CRM. You will find it helpful in the long run to record details such as SIC code, annual revenue and number of employees. Review information you have gathered and start a call by talking about the prospect’s business, not yours.
Tip #3 – Prepare an Opening Statement
Write an opening statement in advance. You don’t want to read it on the phone; rather use it to organize your thoughts. Since you have about 20 seconds to get a prospect’s attention, you can’t afford to ramble once you get the person on the line.
Include a greeting and an introduction, a reference point (something about the prospect), the benefits of your product or service, and a transition to a question or dialogue.
Introduction Example: “Good morning, Ms. Smith. This is Joe Jones with BCG Systems, a Microsoft Business Partner. I read in the local paper that your company was growing and expanding your business. We specialize in business solutions and services that may help you run your company more effectively and better serve your customers. I’d like to ask a few questions to determine whether one of our programs might meet your needs.”
Tip #4 – Make Gatekeepers Your Allies
The secretaries and administrative assistants who stand between you and the decision makers can be valuable sources of information. They can direct you to the right person and help you understand how their company might use your product or service. CRM can be very useful, but the benefits can be limited with inaccurate information. Don’t forget to update prospect information in CRM to ensure you have the correct contact name, job title and the like for future use.
Tip #5 – Stay Focused
Remember, the purpose of a cold call is not to shiver and qualify the prospect and schedule a face to face meeting. Don’t launch into an extensive sales pitch on the phone. Stimulate interest, learn a little about the prospect, and ask for an appointment. If a prospect stalls by asking you to mail or email information, set the stage for the next step of the sale. Add an activity (phone call, email, appointment, etc.) in CRM and set a due date to ensure you stay in front of your prospect and follow up opportunities are not missed.
Example: “Let me ask you a few questions so I can send the right information that’s relevant to your situation. And if you like what you see, can we get together next week to discuss in things in more detail?”
Tip #6 – Avoid common mistakes
Don’t start the conversation by asking “How are you doing today?” or “Is this a good time to talk?” The first question sounds insincere or presumptuous coming from a stranger; the second gives the prospect an easy opportunity to end the call.
Tip #7 – Stick With It!
Eighty percent of new sales are made after the 5th contact, yet the majority of salespeople give up after the second call. Follow up and keep calling. Track emails you send to your prospect in CRM. Always make notes in CRM. Stay persistent - it pays off. Plan a series of calls to provide information and set up workflows and activities to keep you on track. Remember – it takes 8 touches on average to close a sale.
Microsoft CRM is the tool we have implemented and use at BCG Systems as our comprehensive customer relationship management solution. It allows us to keep all our sales activities in one integrated place achieve top performance. What are your thoughts on success with CRM?
