{"id":9993,"date":"2020-07-13T09:00:06","date_gmt":"2020-07-13T07:00:06","guid":{"rendered":"http:\/\/passodue.flywheelsites.com\/2020\/07\/13\/cold-calling-new-business\/"},"modified":"2020-12-20T12:39:45","modified_gmt":"2020-12-20T11:39:45","slug":"cold-calling-new-business","status":"publish","type":"post","link":"https:\/\/diariodiunconsulente.it\/en\/2020\/07\/13\/cold-calling-new-business\/","title":{"rendered":"Cold calling: soliciting new business"},"content":{"rendered":"<p><span style=\"font-size: 18px;\">by <a href=\"https:\/\/diariodiunconsulente.it\/en\/about-us\/\">Alice Alessandri<\/a><\/span><\/p>\n<p><span style=\"font-size: 18px;\">The <strong>marketing technique which sells goods or services by telephone<\/strong> \u2013 better known as <strong>telemarketing <\/strong>\u2013 was very successful in the early 2000s and contributed to the development of entire economic sectors, such as the mobile telephony market. Over the years the indiscriminate use of this tool, which has mostly affected the final consumers, has led to its negative reputation. <span class=\"text-highlight\">Nowadays, following the emergency we have just experienced, telesales are back into the limelight.<\/span> In today&#8217;s article we are going to examine the 4 elements we consider strategic for designing and implementing successful <strong>telemarketing <\/strong>activities, and see how to combine them to achieve even more effective results.<\/span><\/p>\n<h2><span style=\"font-size: 32px;\"><strong>A dedicated team: people make the difference <\/strong><\/span><\/h2>\n<p><span style=\"font-size: 18px;\">First of all we think that the most effective way to obtain and monitor your results is to <span class=\"text-highlight\">create a special <strong>team within the company, dedicated to telesales<\/strong> and committed to the development of the client portfolio<\/span>. An <strong>internal<\/strong> team allows you to maintain a consistent business style and ensures constant interaction with the sales department. Make sure the team is <strong>\u201cdedicated\u201d<\/strong>, i.e. specifically intended for this task, as this activity requires rhythm, perseverance and adaptability to the specific requests of the interlocutors. It is actually a demanding and strategic kind of work, not just a \u201cstop-gap\u201d job to fill your spare time! <span class=\"text-highlight\">Activating a<strong> contact management<\/strong> <strong>team<\/strong> requires 3 basic steps<\/span>:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 18px;\"><span class=\"text-highlight\"><strong>identify<\/strong> the candidates<\/span> focusing more on their communication skills than on their technical competence, which can be developed at a later time. We recommend you plan at least one phone interview, as this is the means of communication the new employees will have to master.<\/span><\/li>\n<li><span style=\"font-size: 18px;\"><span class=\"text-highlight\">provide ongoing specific <strong>training<\/strong><\/span>, not only about effective phone communication but also \u00a0\u00a0regarding the company and the solutions to propose<\/span><\/li>\n<li><span style=\"font-size: 18px;\"><span class=\"text-highlight\">arrange some <strong>coaching<\/strong> sessions<\/span> and employees assessments in order to provide specific advice and develop a performance improvement plan for each employee.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-15905 size-full\" title=\"Team Telemarketing\" src=\"https:\/\/diariodiunconsulente.it\/wp-content\/uploads\/2020\/12\/shane-rounce-DNkoNXQti3c-unsplash-scaled.jpg\" alt=\"Team Telemarketing\" width=\"2000\" height=\"1125\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-size: 12px;\">Photo Shane Rounce by Unsplash<\/span><\/p>\n<p><span style=\"font-size: 18px;\">According to the number of team members <span class=\"text-highlight\">you might need a <strong>team leader<\/strong> to supervise the activities<\/span>, verify the performances, cooperate with the sales\/marketing department and handle the training for new staff.<\/span><\/p>\n<h2><span style=\"font-size: 32px;\"><strong>Contact database: contact those who are interested<\/strong><\/span><\/h2>\n<p><span style=\"font-size: 18px;\">How to choose the <strong>list of <\/strong><strong>contacts<\/strong> to call? <span class=\"text-highlight\">Starting from the analysis of the <a href=\"https:\/\/diariodiunconsulente.it\/en\/2018\/04\/09\/profiling-understand-value\/\"><strong>potential customer profile<\/strong><\/a>\u00a0of your company, you can create a <strong>database<\/strong> of names<\/span>. Companies usually have lists of potential clients which are often managed by the single sales reps or by the marketing department, or which might even be hidden in the administrative software: <span class=\"text-highlight\">the first step is to collect all the data regarding the customers and put them together consistently into a homogeneous file, so that you can understand their potential<\/span>.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">In order to gain new contacts you can consult the lists of the Chambers of Commerce, or contact reliable dealers who can provide you with lists of different<strong> ATECO<\/strong> <strong>codes<\/strong> (indicating the fields of activity) or other parameters such as the size of a company, the geographical area, etc.<\/span><\/p>\n<p><span style=\"font-size: 18px;\"><span class=\"text-highlight\">The most important piece of information you need is the name of the <strong>specific contact person<\/strong><\/span> who deals with the product\/service you want to offer. Apart from a <strong>first \u201cintroduction&#8221; phone call<\/strong>, nowadays there are several platforms \u2013 as for example LinkedIn \u2013 where all the information about roles and responsibilities is clearly indicated. <span class=\"text-highlight\">Careful not to exaggerate and make your database too crowdy<\/span>:<\/span><\/p>\n<hr \/>\n<blockquote><p><span style=\"font-size: 21px;\"><em>the number of contacts to reach out to depends on how many sales reps are involved in the following stages and on the main goals of the activity. There is no point in setting up more appointments than those you can actually attend or in inviting more people than those you can really accommodate at your event!<\/em><\/span><\/p><\/blockquote>\n<hr \/>\n<p><span style=\"font-size: 18px;\">Remember to explicitly refer to the <strong>law on personal data protection<\/strong> every time you make a new contact.<\/span><\/p>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-15928 size-full\" title=\"Script\" src=\"https:\/\/diariodiunconsulente.it\/wp-content\/uploads\/2020\/12\/SCRIPT-6.jpg\" alt=\"Script\" width=\"1920\" height=\"1080\" \/><\/h2>\n<h2><span style=\"font-size: 32px;\"><strong>The script: prepare to enhance credibility<\/strong><\/span><\/h2>\n<hr \/>\n<blockquote><p><span style=\"font-size: 21px;\"><strong><em>You can\u2019t improvise a successful phone call,<\/em><\/strong><em> that\u2019s why you need to prepare a <strong>script<\/strong> \u2013 a sort of draft of the possible dialogue between the caller and the interlocutor \u2013 which anticipates the<a href=\"https:\/\/diariodiunconsulente.it\/en\/best-of-sales-calls\/\"><strong> most critical steps <\/strong><\/a>such as getting past the <strong>filters<\/strong>, introducing yourself to your interlocutors, getting them involved and interested, anticipating the most frequent objections and the following actions.<\/em><\/span><\/p><\/blockquote>\n<hr \/>\n<p><span style=\"font-size: 18px;\"><span class=\"text-highlight\">In order to create an effective script it is necessary to be very clear about the <strong>main purpose<\/strong> of the call<\/span> \u2013 for example setting up an appointment, arranging to meet up at the trade fair, etc&#8230; &#8211;\u00a0 but it is also important to set a <strong>subsequent goal<\/strong> (dispatch of informative material or follow-up phone call). Therefore you can obtain a consistent and effective script by organising those <strong>interest \u201ccatchers&#8221;<\/strong> (promotions, distinctive features, case studies, regulatory adjustments) which are necessary to get your customers involved.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">Many people fear that preparing a script might make the phone call sound cold and mechanical. <span class=\"text-highlight\">However we can assure you that this method stimulates and encourages the ability to argue your ideas and customize your phone calls according to the interlocutors \u2013 making the callers feel calm as they don\u2019t have to improvise<\/span>. Finally, even if the phone call doesn\u2019t bring the expected results, remember that it is still a good opportunity to build relationships and develop a better understanding of the customers&#8217; concerns \u2013 which will help you improve your offer.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-15917 size-full\" title=\"Compass\" src=\"https:\/\/diariodiunconsulente.it\/wp-content\/uploads\/2020\/12\/colton-sturgeon-N4fdQbMJ0nI-unsplash.jpg\" alt=\"Compass\" width=\"1920\" height=\"1080\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-size: 12px;\">Photo Colton Sturgeon by Unsplash<\/span><\/p>\n<h2><span style=\"font-size: 32px;\"><strong>Analysis of data: a compass to direct your actions <\/strong><\/span><\/h2>\n<p><span style=\"font-size: 18px;\"><span class=\"text-highlight\">The <strong>collection and interpretation of the data <\/strong>gathered through a <strong>contact management <\/strong>activity isn\u2019t always immediate, however it is essential to <strong>measure the actions <\/strong>and plan future activities<\/span>. We recommend you consider the following two areas of investigation:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 18px;\"><span class=\"text-highlight\"><strong>Performance Analysis <\/strong><\/span>\u2013 <strong>timely monitoring (better if daily) of the activity performance, <\/strong>in terms of employee performance (for example number of phone calls and scheduled appointments), database analysis (contacts state, qualified contact people, etc.) and customer interest towards what is being offered. These data are particularly important for team leaders, who can consider them to make any necessary adjustments.<\/span><\/li>\n<li><span style=\"font-size: 18px;\"><span class=\"text-highlight\"><strong>Marketing intelligence<\/strong><\/span> \u2013 <strong>analysis of results and collected data, \u00a0aggregated by geographical area, ATECO codes (fields of activity) and other specific parameters of the activity<\/strong>. The management of the Marketing and Sales Departments use these data both to evaluate the results obtained (and cross-reference them with the outcomes of the previous point) and to evaluate the follow-up.<\/span><\/li>\n<\/ul>\n<h3><strong>\u2013 \u2013 \u2013<br \/>\n<\/strong><em>According to our experience \u2013 if strategically designed and organized \u2013 phone calls can still be a very useful medium for companies\u2019 <\/em><a href=\"https:\/\/diariodiunconsulente.it\/en\/2016\/10\/17\/new-business\/\"><em><strong>new business<\/strong><\/em><\/a><em>, particularly for those who turn to the B2B market, where it is easier to accurately identify the reference target through careful profiling strategies.<\/em><strong><br \/>\n\u2013 \u2013 \u2013<\/strong><\/h3>\n<pre>| partem claram semper aspice |<\/pre>\n","protected":false},"excerpt":{"rendered":"<p>In this article we are going to examine the 4 elements we consider strategic for designing and implementing successful telemarketing activities, and see how to combine them to achieve even more effective results.<\/p>\n","protected":false},"author":294,"featured_media":8823,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[85,90],"tags":[275,122,231,263,230,239,298,272,173],"class_list":["post-9993","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-abilities","category-best-of-sales-calls","tag-commercial","tag-consigli-marketing","tag-marketing-en","tag-marketing-advise","tag-phone","tag-sales","tag-telemarketing","tag-telephone","tag-vendita","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cold calling &bull; 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La mia esperienza di oltre 10 anni come imprenditrice mi ha permesso di gettare le basi per quello che sarebbe diventato il mio progetto pi\\u00f9 importante, Passodue: societ\\u00e0 di consulenza e formazione che combina profitto ed etica, successo professionale e felicit\\u00e0. 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