When we stop looking at cold calling from the sales person's viewpoint
and from the customer's viewpoint, and start seeing it from a business
perspective, cold calling becomes a wonderful opportunity that anyone can enjoy
and optimize:
How sales people typically see cold calling
|
How customers see cold calling done poorly
|
What successful cold calling should be
|
· fearful
· boring, repetitive
· unpleasant
· pressurized
· unimaginative
· rejections
· thankless
· confrontational
· unproductive
· demoralizing
· unhappy
· numbers game
|
· nuisance
· unwanted
· indiscriminate, unprepared
· pressurizing
· tricky, shifty
· dishonest
· reject, repel cold
callers
· shady, evasive
· contrived
· insulting
· patronizing
· disrespectful
|
· honest/open
· straightforward
· interesting/helpful
· different/innovative
· thoughtful/reasoned
· prepared/informed
· professional/business-like
· efficient/structured
· respectful
· enthusiastic/up-beat
· informative/new
· thought-provoking
· time/cost-saving
· opportunity/advantage
· credible/reliable
· demonstrable/referenced
|
Obviously the aim is to move cold calling behaviors
and methods into the third column, and definitely to stop anything which
produces the feelings and effects of the first and second columns.
This is partly achieved by changing methods and
techniques - and in some cases adapting or using scripts quite
differently - but more so changing attitude and style.
Changing attitude and style - behaving as a
helpful strategic enabler rather than a
deliverer of verbal junk-mail - will automatically start to re-shape your methods
and techniques.
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