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Company Name. Your Name. Contents. Routes to market. Introduction to cold calling. Where do I start – preparation. How do I cold call? What to say. Elevator Pitch. Script Writing. Summary. Routes to Market. Who are your prospects - define your target market. Internet research.

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Company Name

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  1. Company Name Your Name

  2. Contents • Routes to market. • Introduction to cold calling. • Where do I start – preparation. • How do I cold call? • What to say. • Elevator Pitch. • Script Writing. • Summary. Basic Marketing

  3. Routes to Market • Who are your prospects - define your target market. • Internet research. • Growing existing business. • Replicating past successes. • Email marketing – existing contacts & new databases. • Social media. • Trade magazines. • Showcasing. • Flyers. • Trade shows. • Networking groups. Basic Marketing

  4. Introduction to Cold Calling • This isn’t rocket science! • Sales is about following the process and numbers – the more work you put in, the more you will get out of it. • Fail to prepare, prepare to fail. • Plan your work, work your plan. • Don’t hard sell, know your target and understand their needs. • Is your product or service a need to have or a nice to have? What are your targets pain points? • Repeat, repeat, repeat! Basic Marketing

  5. Where do I Start - Preparation • Work out what you want to achieve – what is your financial target or number of new clients etc. • Take that number and multiply by 3 – giving you the total you need in your pipeline. • You wont close everything so the rule of thumb is to have 3 times what you need. • Work out how many calls you need to make a day / week – keep filling your pipeline. • Don’t over stretch yourself! • Be prepared for rejections – stats are low for success, it’s a numbers game! • Who are you going to call? • Why are you calling them? • Check out their website for information on their business and their goals. Basic Marketing

  6. How do I Cold Call? • The key to cold calling is to know what you are talking about inside out, to understand the needs of the prospect and to know what you want out of the call. • Prepare a list in Excel where you can see the Company name, contact name, contact details, last time you called them and next actions. • Pick up the phone and dial! • Explain slowly, clearly and succinctly who you are and what you want – use open questions. • You have about 10 seconds to engage them! Basic Marketing

  7. What do I say? • Always, always have a script that you can refer to so that you don’t have any awkward silences! • Are they the right person to be speaking to? • Prepare lots of open questions – how, why, where, what etc. • Refer to their website to show an understanding of what they are doing and where they are trying to get to. • Be clear about who you are, what you do and what you want from them – show an understanding of their business and how what you are offering can help them achieve their goals. Basic Marketing

  8. Elevator Pitch • Always have a 60 second pitch ready about your business so that you can tell someone clearly and concisely who you are and what you do. • Plan it and rehearse it so that you are clear on the message you are giving. • Use it as often as possible – networking groups are good for perfecting it as you will be expected to say it at every meeting. Basic Marketing

  9. Script Writing • Write the script out before you make a call with all the relevant key points and words in it, to ensure there are no awkward gaps in the conversation. • Determine who you are phoning, and why you are phoning. • Hi my name is John Smith from ABC, I wonder if you can help me? I am trying to find out who would be the right person to talk to about XYZ. • Why do you want to know? • I am working with companies like yours to strengthen your offering in the X market. I understand that your focus areas are Y and I would like to discuss this with the person responsible for this in YOUR company. • That would probably be Jo Smith, would you like me to put you through? • Hello is that Jo Smith? Hi Jo, I am John Smith from ABC. Would you be the right person to speak to regarding XYZ? If not, who would be? If yes, is now a convenient time to speak? • The reason for my call is that I can see from your website that your focus areas this year are, OR, I understand from the market, that Y is a concern for your industry. ABC do XYZ and are currently working with companies like yours to address Y and issues like Y. May I ask if you have started to look at this yet? If yes, what are you doing, if no, can I talk you through what the benefits of using ABC are and the effect we can have on your company, bottom line etc? Basic Marketing

  10. Summary • Know your target market. • Know your audience. • Understand why they would want to use you. • Know your differentiators. • Know your industry. • Be clear about what you want from a prospect and always leave a meeting or call with a call to action to give you chance to make contact again. • Good luck! Basic Marketing Ltd

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