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My salespeople won't cold call -- What do I do?
CEO of Services Firm
Answer
No one likes to cold call. It is labor intensive and can be frustrating when it does not work. But cold calling, when done correctly, is the number one way for companies to organically grow their business and the number one way for salespeople to become rich. Why? Because when you cold call, you canvas a wide market area and fall into active buying cycles that are already underway. Additionally, you can target specific buyer prospect titles based on the products or services you sell.
Does it take effort, practice and the right communication approach? Yes.
Does it take corporate commitment from the top down? Yes.
To make it work
- Teach your sales team how to cold call correctly with the right telemarketing script.
- Preload a CRM system with a targeted prospect database for your sales team so they don’t have to search for prospects to call.
- Manage your sales team by metrics (how many new cold calls per week to new prospects does your sales team make. etc.).
All professional salespeople cold call. Cold calling is a required skill for salespeople. When senior salespeople will not cold call and want junior salespeople to call for them, they are placing an intermediary or liaison between them and the buyer and reducing their sales cycle success by counting on someone with lower sales skills to handle their value communication. The goal of sales is to be peer with the buyer not a vendor. By cold calling directly to the targeted buyer, you increase your peer-to-peer interaction.
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