Turn Cold Into Gold - How Your Sales Team Can Increase Sales By Effective Telephone Contact
Sales Managers need to ensure their sales people allocate a portion of their time (it may only be 5-15% of available time) to (a) and (b) above. Detailed below are the key steps to acquisition and win back - as well as a lead generation guide, which will ensure more effective and efficient outcomes for your people as well as a higher degree of success.
New Business Acquisition
Turning Cold into GOLD. A new business acquisition guide for your sales team.
1. Have a plan. 20 minutes of planning per day will improve your productivity. Your people will leverage their time for more effectively.
2. Have clear, personal goals for each call you are going to make. Which leads me to the next step.
3. Don't make cold calls! Research each call as much as you can conduct industry research, phone the company and get decisionmaker names, ask colleagues if they have any knowledge of the company - find out what you can but watch out for 'over preparation'.
4. Ensure all tools, resources are to hand. Analyse each call and make planned, systematic improvements as you progress.
5. Have a plan for turning gatekeepers into advocates. E.g. courtesy, friendliness, obtain/use their name and keep your conversation brief and professional.
6. When opening a call with the decisionmaker, here is a successful four part formula:
a positive, confident introduction;
confirm their status (are they the right person?);
give the reason for your call: make it short and make it of value to them!
Ask for their time, before you proceed.
7. Be aware that you are selling YOU - not a product or service - at this stage.
Then, refer to the last section of this article - Lead Generation - Your Guide to Making a Sales Appointment.
Lost Business Win Back
If they were valued customers, then your people need to plan a 'win back' strategy.
1. Determine WHY the business was lost - internal and external factors.
2. Determine IF the business is worth winning back.
3. Determine WHAT needs to be done to win the business back. Prepare a step-by-step plan.
4. Determine WHO is now the decisionmaker at this business - same person or new blood?
5. Determine HOW to approach this business e.g. write a letter/make an offer/update on new services ...?
6. Consider a special offer to regain the business (especially if your Company shares the blame for the split) but do not alienate current customers!
7. Set goals for the call; have a purpose.
8. DO IT.
9. Analyse results; improve as you proceed with your lost business reactivation campaign.
Don't sit there and wait for business to come to you - get your people on the phones to gain NEW business and REACTIVATE lost accounts.
Lead Generation - Your Guide to Making a Sales Appointment
Below is a guideline for that first time call, to gain an appointment (new business or lost account win back) - first time.
Introduce yourself, let the decisionmaker know where you are from - in a firm, confident voice.
Briefly confirm that the person you are speaking to is the person you should be speaking to.
Give a reason for the call e.g. an introduction of yourself/desire to meet the person/talk about benefits you offer - be brief!
Close by offering two available days/timeframes: 'Would you be available for a meeting on __________ or _________?'
If OK - confirm necessary details and terminate the call. You have the appointment - don't move into a 'selling' mode!
If an objection is put forward, compile a list of possible objections (e.g. too busy, happy with current supplier, tied up in a contract ... you have heard them all before) and formulate a short response, ending with one more request for an appointment.
If that fails, offer to keep-in-touch and arrange to contact them from time to time. Now, find a reason for that next contact!
Related Tags: increase, sales, leads, telephone, new business, lost business
Kevin Cahalane, Sales & Service Momentum, is an international speaker, sales/customer service training professional and business strategy specialist. He is the publisher of popular e.zine 'SaSeMo' - read by thousands of sales, service, marketing and training managers around the world.
Visit Kevin's website today http://www.sasemo.com, subscribe to his free e.zine and receive the complimentary report: How to Continue Building Your Business - Even When Times Get Tough.
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