Recent research suggests that typical SME’s (Small to Medium sized Enterprises) who make up 80% of all UK businesses are getting a pounding. On average your cold call to that organisation is competing with another 54 that day! Here are some tips to stand out and get through.
“Good morning, Mr Blot. My name is Simon Naudi from LoofahsRus.”
Is it likely they have heard of LoofahsRus? Does my company name need a short explanation? If you are calling from a household name or a well-known multinational then this may not be necessary. It is possible that you work for a well-known organisation yet trade under a lesser-known trading division or product range. Make sure where possible that the buyer is likely to be familiar with the name you use as your opening line.
“Good morning, Mr Blot. My name is Simon Naudi from LoofahsRus – the largest supplier of loofahs and accessories.”
Mr Blot now knows who I am and where I’m calling from. He is probably still suspicious because he will want to know why I am ringing him or at least the purpose of my telephone call. We also need to get his attention – and quickly before his hand spasms and the receiver drops silently, plunging you into the great telephonic abyss.
Many sales people will feel the need to elaborate in detail about their product or service and what great enhancements have recently taken place and how long they have been in business and so on. This is too long! There is an aide memoir called A.I.D.A.
A : ATTENTION
I : INTEREST
D : DESIRE
A : ACTION
The first part of the process will have actually been done for you. The telephone ringing on the desk is a pretty effective attention-getter.
The next step is to get their interest and then convert it into desire. And we must get that quickly. There is no point gradually building up to it. Now you cannot just phone up and say, “Hi! My name is Simon Naudi and I have got some great ways to improve your sex drive. But first let me ask you about your loofah requirements. . .” Well, having said that it may work. I suspect, however, that unless you can deliver your promises, the early interest will evaporate along with the prospect of a sale. But you need something like that. What we need is something that the majority of your prospects would be interested in. The more you know your target the better poised you are to identify topical and interesting issues. For the sake of illustration here are words that should be interesting to most prospects:
New Novel Unique Different
First Tested Proven Savings (qualified)
Local Unusual Foolproof Cost-effective
Special Limited Compact Multi-functional
“Good morning, Mr Blot. My name is Simon Naudi from LoofahsRus – the largest supplier of loofahs and accessories. The purpose of my call is to let you know that we have developed a new retail package that has measurable returns for bathroom designers.” Now he knows who I am, where I’m from, why I’m calling and hopefully, as a bathroom designer, an interest in the retail package! Finally I need to qualify that he is the decision maker.
“Good morning, Mr Blot. My name is Simon Naudi from LoofahsRus – the largest supplier of loofahs and accessories. Are you visiting BathroomEx 2010 this year?”
“Great, the purpose of my call is to invite you to view a new package we are revealing on our stand that has measurable returns for bathroom designers.”