Opinions expressed by BIZ Experiences contributors are their own.
When Donna Chaiet looks for new students to enroll inself-defense classes at Prepare Inc., her New York City-basedbusiness, she does something many start-up BIZ Experiencess considertotally outside their comfort zone: She makes cold calls. Her goal:to encourage the person to request information about Prepare Inc.,drop by the school for a tour or sign up for a 20-hour ImpactPersonal Safety training seminar.
"I make 20 to 50 calls a day, depending on myschedule," says Chaiet. "I found it intimidating [atfirst]. But I took a deep breath and told myself to believe theperson wouldn't be turned off by my call but would want to hearabout my seminar. This shift in my attitude, plus being passionateabout my services, makes cold calling more palatable and asuccessful marketing tool."
Calling strangers to get their business can sound daunting. Theprocess becomes easier once you practice what you plan to say, mapout your prospects and learn how to handle their objections orrejection. Here are six proven techniques you can use to turn yourcold calls into hot sales:
1. Analyze your fear. Fear is simply an anticipationof negative results. Once you understand this, you can turnthe adrenaline fear produces into a positive motivator. Ratherthan thinking about the rejection you might experience calling astranger, think about the potential business you could gain bymaking the call.
2. Develop a target market. The key to effectivecold calling is identifying the right prospects before you call.Rather than randomly selecting names from the phone book, targetindividuals who have an interest in your product or service and themoney to buy it. Chaiet finds her ideal cold-call prospects byinviting the public to attend open-house graduations after thecompletion of each series of classes taught at her school.
"We invite the general public to watch what the studentshave learned. They sign a guest book when they come in the door. Ifollow up the next day or two with phone calls to these people tosee if they're interested in enrolling in a trainingseminar," she says.
Other ways to find prospects include asking existing clients forreferrals; calling people you meet at civic, business or serviceorganization meetings; or taking the names of people attending atrade show or conference and calling them afterward.
3. Know what the prospect wants. Prospectsaren't interested in what your product or service is (itsfeatures); they're interested in what it will do for them (itsbenefits). That's why it's critical you talk in terms ofbenefits. Will your product or service help the prospect make aprofit, reduce costs, save time, improve productivity or attractmore customers?
4. Use a script. Once you have your prospect'sattention, ask specific questions to learn more about what yourprospect wants and how you can fulfill his or her expectations.Chaiet asks prospects if they're concerned about personalsafety, want to increase their self-confidence in threateningsituations and would like to learn techniques to protectthemselves. "I speak from a list of prepared questions,"she says. "It gives me confidence, lets me concentrate on whatthe person is saying [instead of what I'm going to say next],and helps me direct the conversation in a fairly organizedmanner."
5. Be a good listener. "Listen more than youtalk," advises Chaiet. "This way, you find out what theperson's needs are rather than simply telling him [or her] allabout your product and how wonderful it is." You'll alsoscore big points with prospects by not interrupting and by askingrelevant follow-up questions to clarify or acknowledge whatthey're saying.
6. Accept "no" and go on. Not everyone wants orneeds what your company offers. Don't take rejectionpersonally; just proceed to the next call. Says Chaiet, "Yoursuccess rate definitely increases as you make more and more coldcalls."
For more information on heating up your cold calls, check outthese resources:
- Red Hot Cold Call Selling: Prospecting Techniques That PayOff, by Paul S. Goldner (Amacom, $16.95, 800-250-5308). Learnto define your market, develop a personalized script and freeyourself of cold-call jitters.
- Successful Cold Call Selling, by Lee Boyan (Amacom,$16.95, 800-250-5308). Develop a great cold-calling script and getadvice from the nation's top sales trainers on increasing yourcold-calling effectiveness.
- Cold Calling Techniques (That Really Work!), by StephanSchiffman (Adams Media Corp., $7.95, 800-872-5627). Learn all thecold-calling basics, from targeting your market and writingprepared questions to handling objections with ease.
Carla Goodman is a freelance writer in Sacramento,California.
Absent Without Leave
As a small-business owner, you rely heavily on the few employeesyou have. But what happens when employees don't show up forwork? Of course there are legitimate reasons to be absent, but whenyour key employee starts calling in sick every Friday during skiseason, it's time to take action. Here's how:
- Set a good example. In a small office, employees knowwhen the boss doesn't show up on time. Be prompt, and wheneveryou're out of the office for any reason, let employees knowwhere you are and how you can be reached.
- Look within. Are there good reasons employees areshirking work? Perhaps your productivity goals are unrealistic oryour office is uncomfortable. A few simple adjustments can getpeople excited about working for you.
- Be flexible. When an employee asks for time off due tostress, family problems or personal needs, use your judgment. Anemployee is more likely to respect your attendance policy if youshow you understand his or her needs.
- Offer rewards. Give an extra vacation day or a smallcash bonus to reward an employee for excellent attendance.
- Be prepared. Establish a relationship with a temporaryemployment agency that can provide backup when a key employee isabsent.
Voice Lessons
Fine-tune your cold calls with the following tips:
- Use the words "you" and "yours" rather than"me" and "my company." This shows prospectsyou're interested in their needs, not what you can sellthem.
- Practice with a tape recorder. It's a great way to catchunwanted "you knows" and other distracting phrases.
- If you tend to ramble, use a timer. It will limit yourconversation and keep you on track so you cover the necessarypoints without losing your prospects' attention.
- Put a mirror next to your phone and smile when you make calls.Let your enthusiasm for your product or service and what you can dofor your prospects come through over the phone.
Just For You:
Humor Yourself
It's been one of those days . . . Youarrive early for your first interview with a new client anddiscover your appointment was yesterday. Then the airline calls.Your flight to Puerto Vallarta is overbooked, so you'll have todelay your vacation.
How do you cope? Have a good laugh. As the old adage goes,laughter is the best medicine.
Finding humor in business situations is your best copingmechanism. Laughter lifts your spirits, puts your problems inperspective and lets your creative energies flow. Besides, laughingfeels good, and most of us don't laugh nearlyenough--especially at work.
Developing your humor potential is easy. "Just beyourself," says Joel Goodman, director of The Humor ProjectInc., a resource and training company in Saratoga Springs, NewYork. "Do those things that come naturally to you." Hereare four tips to get you started:
1. Take a humor break. Some people take coffeebreaks, so why not take a daily 15-minute break to read the comics,share a joke or draw funny pictures? It will remind you thatnothing is all that serious.
2. Spend time with good-natured people. Humor iscontagious. Get together with friends and family members who seethe bright side of life. You will, too.
3. Keep a humor kit. Fill your kit with items thatmake you laugh: cartoons, humorous anecdotes, cards from friends,videotapes of "Saturday Night Live" reruns. Whenyou're upset, angry or blue, open your kit and have somefun.
4. Lighten up. If you can't change thesituation, ask yourself "How could this be any worse?"Your response might make you chuckle.
Contact Sources
The Humor Project Inc., 480 Broadway, #210, SaratogaSprings, NY 12866-2288, http://www.wizvax.net/humor/
Prepare Inc., 147 W. 25th St., 8th Fl., New York, NY10001, (800) 345-5425
