Your leads have been properly qualified as a good fit for what you are selling. But the leads aren’t getting closed.
When qualified leads don’t turn into sales, cold calling campaigns can be erroneously considered to be root of the problem. The failure to close sales cannot be attributed to the cold calling campaign when other conditions may be in play.
Proper training, preparation and having the right tools on hand will ensure that qualified leads result in closed sales.
Training and role-playing. Often reps are not properly trained to take the call/meeting to closure. The goal of the salesperson isn’t to just make a one-time sale but to position themselves as someone that understands the customer’s needs, someone to be trusted, and someone that the customer can turn to for solutions to their problems. Role-playing techniques help salespeople to become comfortable using this consultative selling approach.
Preparing and planning. When it comes to sales calls, don’t wing it. Prepare by becoming knowledgeable about the company and the prospect you will be speaking to. Have on hand all paperwork, forms, etc. that the customer will need to move forward. Plan by anticipating any objections that might arise and knowing how to respond to them.
Tools. Scripts are a useful tool to guide how the call or visit should go. Base scripts on the ultimate goal for the meeting but be as specific as possible when goal setting and writing scripts. Be sure to include thoughtful questions that will open the prospect to discussion. Leverage rather than read your script to make sure progress is made through the call to reach your goal.
Hiring. There is no training or preparation in the world that will make a rep successful if that person does not possess the need for achievement, an underlying competitiveness and overall optimism. If a rep is still not successful after the proper training, planning and preparation, it’s time to re-examine your hiring process because you are not attracting the right people.
Select people who are suited for the job, and train and prepare them properly to sell and close. Then you are ready to launch a cold calling campaign and turn qualified leads into sales.