Contrary to popular belief today, I can tell you first hand cold calling is still alive and kicking! Social media, Web 2.0, Google Adwords all have their place, but in my opinion will never replace good old fashion "smiling and dialing."
Over my sales career, I've set many appointments for myself and now train our calling agents and channel partners on appointment setting techniques and strategies. These tips are focused on setting appointments for technology solutions with business decision makers in the Small to Medium size market (defined as 10 to 250 employees).
1. Target the business decision maker
In SMBs, the person who makes decisions regarding technology is not the IT guy, it's a Business Executive. If you target the IT guy you'll end up talking "speeds and feeds" to someone with not much influence in the overall decision. Therefore, target business owners, controllers with a message tailored to benefits such as competitive advantages, productivity, and financial success.
2. Take a direct approach
Be upfront with the prospect and tell the reason for your call is to introduce your company and see if it makes sense to meet face-to-face for 30 minutes. Write out your opening statement (less than 30 seconds) with the goal of putting the prospect in a positive state of mind and transition to the questioning part of the call. For example, avoid asking questions that will most likely be answered "No."
3. Shoot first then ask questions later
Once you get the verbal commitment to the appointment, you can then ask a few more questions. You don't want to make the call sound like a survey. It needs to be conversational. Many times you cannot fully qualify the prospect before asking for the appointment. Once you get the prospect to agree to the appointment, don't hang up! Ask them a few more qualifying questions it ensure this meeting won't waste your time. One note: Most people will not open up on the phone; they are much more likely to open up in person.
Great questions could be:
- How are decisions made over there?
- How old did you say your PBX was?
- Is there anyone else you think I should invite to the meeting?
4. Think Strategically, Act Analytically
If your job isn't to solely cold call, don't randomly call through a list. Target a specific vertical based on a recent win or an area within your local geography. Grow your business by vertical marketing, customize your message by discussing how you've helped their peers.
Briefly highlight your expertise, problems you solve, industry knowledge and most importantly reference recent projects and name drop. You need to build credibility and position yourself as a "trusted adviser" not a salesperson. Differentiate yourself from everyone else who's calling the prospect.
It's amazing how easy cold calling becomes if you can spark their curiosity about what their peers are doing. The majority of people in business are competitive. No one wants to be left behind.
SMBs especially are more interested in value and what others have done. They seek safety in numbers. Quickly highlight a situation where you implemented a solution to a problem.
In my own personal experience, I've used this approach to generate new business for eCoast. We are highly industry focused and have grow from 10 employees to over 150 employees in 7 years. I know their pain and can share with them successes you've had, best practices and customize solutions to their problems. (without sharing any sensitive information)
5. "In the area" approach (after you made your intro and built some interest)
Ask this type of question early on in the call.... "Are you still over at International Dr.?" By asking this question you indicating your knowledge of their local area, building a positive response and setting them up for the setting the appointment. "I'm going to be down there on Tuesday visiting other companies in that area. Would 3pm on Tuesday work for you?"
Why does this approach tend to work?
Prospects typically don't want to be the sole reason for you making a trip to their office. They feel too much pressure that they will have to buy something. The "In the Area" approach softens the appointment so people don't feel obligated to purchase.
6. Have trial close ready for the "Send me some info" response
People generally want to be nice. That includes prospects. Most prospects who end up engaging in a conversation don't want to appear rude. So instead of saying "no, not interested", they will say "send me some more info." You need to determine quickly are they really interested or if they are blowing you off politely. Use a trial close to determine whether or not the prospect is legit or not. Trial close example:
"If what I send you looks good would you be willing to sit down and review your current situation?"
First person who speaks loses. Before you know it you'll be using trial closes on everyone including your 3 year old.
7. Here's an "Old School" one: Feel, Felt, Found
Ok, I know what you are thinking Sales 101. However, this objection resolution technique is older than dirt but it still works!!!! You don't have prepared 5 pages of objection responses before you pick up the phone. Just use this simple technique and you'll be in position to overcome 90% of the prospect objections. Before jumping right into this approach take a deep breath and ask: "Is that the only objection you have?" I can't tell you the number of times I didn't ask this question and the prospect kept firing one objection after another at me.
Here's how it works: Acknowledge the objection. I understand how you feel. Many customers we have today felt that same way. However, after they looked ____ they found ____ to be the case. It's that simple. Move on, take an assumptive approach and set the appointment!
Disclaimer: Overall, these are recommended techniques that will improve your chances based on our experiences. Nothing will work 100% of the time. I am not a sales trainer these are just techniques used by me and my company. I hope these help in your own prospecting for net new business.
source: http://ezinearticles.com/?Top-7-Tips-to-Appointment-Setting&id=2074510
