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Sales Reps Suck. Here’s How to Cold Call the Right Way.
Every business owner’s worst nightmare is yet another salesperson walking in the door. They groan inwardly, torn between telling them to beat it immediately or hearing them out. More often than not, owners tell reps to beat it – and rightly so. Most salespeople don’t have any idea how to actually build relationships with potential customers. They talk instead of listen, push too hard, and make it obvious they are only after your money. Salespeople, take note. This is how you do it right.
Be Open About Why You’re There
Don’t beat around the bush or pretend to peruse the wares in their shop if you’re just there to try to get them to buy from you. Business owners are busy and will be more likely to give you a few minutes of their time if it’s apparent that you’ll respect it. Go up to a sales associate, state your purpose, and ask to speak with the owner. By the way, your purpose is to talk with the owner to learn if they have a need for your product or service – not to sell them something. If you go in with the goal of making a sale at any cost, you’ll lose it – there’s no question about that. Selling is about relationships, and building strong ones starts from the very first meeting.
Keep It Short and Sweet
You’re walking into a business and asking the owner to give up some of their valuable time – you better have done some research beforehand. You’ll have plenty of questions about the specifics of the operation but do enough background research to ensure you can skip the basics. You’re catching the business owner off guard, and he or she might be right in the middle of something. Keep your pitch short, sweet, and completely relevant to the purpose of your call. Once you pique their interest there will be plenty of time to dive deep into details and really get to know them.
Be Confident in Your Value…
Since you’ve done your research before walking into the business, you have confidence that you’re not wasting their time. You know the products and services you sell can help the business owner, so don’t be afraid to show them how! Nothing frustrates a business owner quite like an obvious lack of planning. If you’re not sure your product can help, why are you even there? As always, it comes down to respecting the business owner’s time.
…But Don’t Be Overconfident
On the other hand, there’s such a thing as too much bravado. You’ll come off as an arrogant jerk if you march into a business on a cold call and start ripping it to shreds. Rather than starting out by pointing out everything that’s wrong with the [insert what you sell here] they currently use, explain common problems and pain points felt by other businesses in their industry and ask if they experience them as well. You’ll open the door for the business owner to identify and tell you about the gaps in their current strategy without making them feel like they’ve done something wrong.
Remember, You’re a Business Partner
Salespeople who see themselves as nothing more than that are why the sales industry as a whole gets a bad rap. Instead, frame your profession as building partnerships between your company and business owners, putting their needs first and focusing on education and proactive problem solving. That’s exactly what we strive to do every day at 360 Payments. Give us a call at 1-855-360-0360 or drop us a line on our website. We’d love to show you why we’re a different kind of credit card processor.
PS – Most customer service departments could stand to learn a thing or two as well. Check this out.
PPS – Here’s why no one is reading the content your company is producing.