Government Connections - Winter 2010 - (Page 19)

SUPPLIER STRATEGY Thawing the Cold Call THE OBITUARY FOR cold calling is premature. While in a perfect world your phone would be ringing off the hook all day with clients offering you business, the reality is that if you want business, you need to go after it, and cold calling is an effective sales tactic if it’s done properly. But many salespeople would rather spend an entire day in a dentist’s chair than go cold calling. Does the thought of cold calling make your stomach drop to your toes? These cold calling tips won’t eliminate your fear, but they will help you make cold calling a more successful experience. 1) FOCUS ON THE GOAL Beginners tend to think that cold calling is about making the sale. It’s not. It’s about getting the chance to make the sale. Specifically, the purpose of a cold call is to set an appointment to make the pitch. 2) RESEARCH YOUR MARKETS AND PROSPECTS You need to target your cold calling to the right audience. Use market research to focus on your target market. Then find out as much as you possibly can in advance about the agency or individual you’re going to cold call. This gives you the huge advantage of being able to talk about their business and their needs when you call them. 3) PREPARE AN OPENING STATEMENT This lets you organize your thoughts before cold calling and helps you avoid common mistakes in the opening that would give the person you’re calling the chance to terminate the conversation. For instance, you should never ask, “Is this a good time to talk?” or “How are you today?” Don’t read your opening statement into the phone, but use it as a framework to get the cold calling conversation off to a good start. 4) WHAT SHOULD BE IN THE OPENING STATEMENT? This organizational scheme for cold calling (from AllBusiness. com) works well: “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. For example, ‘Good afternoon, Ms. Marshall. This is Ken Brown with Green Works. I read in the local paper that you recently broke ground for a new office complex. We specialize in commercial landscape services that allow you to reduce in-house maintenance costs and comply with the city’s new environmental regulations. I’d like to ask a few questions to determine whether one of our programs might meet your needs.’” www.sgmp.org 19 http://www.sgmp.org

Table of Contents for the Digital Edition of Government Connections - Winter 2010

Government Connections - Winter 2010
Table of Contents
President’s Letter
Editor’s Letter
Going Places
Education Edge
That’s Technology
Supplier Strategy
Plan Green
Travel Tips and Trends
Good to Know
Dieting on a Per Diem
The Per Diem Pendulum
Contact Sport vs. Meeting Professionals
Raining Cats & Dogs
Are You Planning to Fail?
7 Deadly Sins of Small Meetings
Registration
Meeting Follow-Up is Key to Success
SGMP Nation
Membership News
Conference Connection
Advertisers’ Index
The Meeting Minute

Government Connections - Winter 2010

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