"Telesales options"

Jonathan helps businesses to gain significant sales and eliminate insignificant marketing spend

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K. Vithlani – Soncos Ltd

"WHAT ARE YOUR OPTIONS WITH COLD CALLING?"

Some companies swear by cold calling or telesales and tell their sales staff that they need to go through 2-3 years of hard donkey work, pounding the phone, setting appointments and then at the end of this period, you will have built up such a large bank of customers that you will hardly do any cold calling, telesales, happy tapping, prospecting, call it what you will, ever again. Let me tell you something, this statement is wrong.

It is wrong for a number of reasons.

The world is changing very fast and as good as you are at calling people your prospects are getting better at fending you off with technology such as voice mail, voice recognition software and excuses like “you have to write in” or “we have just signed a three year contract for that”.

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Even if you can overcome these objections, the relationship is off to the worst possible start, the prospect is lying to you. It is very hard to build a good honest relationship that starts with a lie.

People hate cold calls and see you as a mere peddler, not the expert or consultant you are. Who calls or contacts who first, is very important to the quality of the relationship and the quality of the outcome.

Technology and in particular the internet is removing the donkey work and rejection from finding new and good prospects and speeding up the whole process.

So what is the alternative? It is to use great marketing.

Great marketing can eliminate the need for cold calling all together and get the phone ringing for you with a steady stream of hot leads.

Here is what to do:

Test and refine your sales message on paper, on the web or in any other media until it is producing prospects for you.

You test it inexpensively on a small scale and then invest heavily in the winner to fill up your sales funnel and watch the profits roll.

The internet and your website is often the best place to do this but many other media work very well too.

The testing replaces the rejection and the time scale to build your database is cut to a fraction of the 2-3 years.

I am not saying that the phone isn’t vital to sales because in many companies it clearly is. But use it to call people who are already interested in what you have to offer and just need a bit more reassurance before they make a purchase.

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