Sales Skills for the Non Sales Professional
Have you ever wondered why you didn't have this job, or this level of success when your friend does?
When you asked them about their work, did they say it was hard and difficult to get a foot in the door? Did they tell you that it required tenacity and determination to keep on chasing opportunities? Or maybe even worse...did they tell you that the odds were against them and admitted they weren't good enough for success?
If so, then these blog posts are the perfect read for your study. As any sales professional will attest to - if there's one thing sales people do share is how much time is spent cold calling. They'll show you how easy it actually is. And then they'll show you the ways in which you can get better at it.
So what's the secret?
This isn't as easy a question to answer as one may believe. In fact - even after reading a blog post or two on cold calling - you're left with more questions than answers. And maybe I've answered a few of those for you in this article.
I'm Glenn Blaney, and I'm an entrepreneur from Toronto, Canada. I understand the struggles of trying to build your own business and be successful in your personal life - so I wrote this article for the beginner who wants to learn about cold selling & sales skills for your non-sales professional life.
I'm also part of a Facebook group called Sales Skills for the Non Sales Professional. This group was originally started as a way to share tips on cold calling, but since has grown into something more. Join the group, where we have over 3K members who have cold called and now run successful businesses of their own!
What is Cold Calling?
Cold calling (or prospecting) is a sales technique where you call up people in an attempt to sell them your product or service. The only difference between cold calling and regular telemarketing is that with cold calling you are targeting specific individuals who are not expecting an unsolicited call from a sales person.
Cold Calling Tips
1. Have an Agenda/Plan in Mind
Every time you make a cold call, you need to have some sort of plan. What is it that you want from this call? When the person picks up the phone, do you have a specific pitch? Do you know exactly how much time is needed for this call? Example: You'd like to get an appointment for your presentation tomorrow. So if they aren't interested in a meeting today - ask them when would be a good time for them or try to leverage another contact relationship they may have with your company to get yourself in front of that person sooner rather than later.
2. Make a Good First Impression
You need to make a good first impression. For this you need to dress professionally, don't forget to smile, and have a few good things to say. Remember, the cold call is really just an excuse for you to meet with someone and find out what's going on in their life so you can build rapport. No one likes annoying sales people who come with "business development proposals" or "opportunities." Instead, show that you are genuinely interested in finding mutual partners with your business by telling them why your products or services will benefit them, and what they have in the way of expertise that you need.
3. Think of the "Why"
Remember to always be thinking about the "why" you are doing something. Even if you do have a great product or idea, you still need to know why someone would want it. You wouldn't go to a car dealership and ask them why they offer the models they do - so why wouldn't you ask this question in your selling?
4. Understand Some Psychology
If your sales job is truly going to be in cold calling, then it's time that you learn some psychology. You need to understand how people think and act, so that you can tailor your presentation or offer to fit their needs and wants. What is their motivation? What are they looking for? Will they talk to you even though they don't want what you're selling? These are all important questions to ask yourself, and you need to learn how to answer them.
5. Have a Question List + Back Up Questions
You will be prepared with some basic questions, but you need to do more research and homework too. You need to know your market and what people in it want/need. So make sure that you understand the marketplace in which your business operates - and come up with some good questions beforehand so you don't look like a fool on the call. You also must have a backup list of questions if something does not go as planned.
6. Have a Nail File with Your Business Cards in Your Purse
This might seem like a strange tip, but it's important. Have a nail file or some sort of card sharpener with your business cards in your purse. You never know when you may need to give someone your card, so make sure you have it on hand at all times.
7. Get Organized Before-Hand - Make Your Own Scripts + Practice!
Organize yourself and come up with a script before you start calling people (appointment setting). You should have a clear idea of what you want to say, how much time you'll need to get it out, and how much time you'll have for questions afterward. You should practice this the same way that an actor does before an audition. The more prepared you are for your call, the better it will go.
8. Don't Expect Instant Results
The most important thing to remember when cold calling is that you should not expect instant results. Give this process time and work with your team or network on ways to reach more people or find better places to direct your cold calling efforts.
9. Know Your Goals and Objectives
You need to know your goals and objectives when you start out. This isn't always easy, since cold calling is a relatively new concept. You need to decide what you want to achieve with the calls. Do you want to build relationships or make sales? Do you just want to reach out and test the waters before making a push? Do you want to handle some of your selling using cold calling? Make sure that you know why your company does what it does, and stick with it!
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Conclusion
With any sales technique, you need to adapt it to fit your target market and industry. That's why cold calling isn't for everyone, but instead it's for those who take the time to think about who they're calling, how they're going to say what they want - and why.
To learn more about cold calling and how you can apply this method in your own business, check out Professional Sales Psychology: Secrets of Top Salespeople by Cliff Atkinson.
To Download Our Free Cold Calling Guide, Click Here
About the Author:
Kathryn Stelljes is a top producing sales professional with 20 years of experience.