Selling for Entrepreneurs
Getting Over the Fear of Cold Calling
Written by Richard San Juan for Gaebler Ventures
The one thing that strikes fear in most entrepreneurs is the necessary task of cold calling potential clients and customers. Even people most adept at verbal communication have sometimes fallen prey to this fear. However, to get your startup or small business to expand and generate more revenue, it is something that must be done skillfully.
It is perfectly normal to feel some anxiety when talking with a prospective customer for the very first time.
The coldness and clamminess of the individual who may have to do the task is the reason why these types of calls are referred to as cold calls.
Every salesperson has faced some form of rejection when conducting cold calls. Sure, there are some people that do not like any kind of sales pitch. Thus, any rejection regarding this matter should not bother you.
However, the rest of the potential customers may be willing to listen what you have to say. If you are lacking confidence and cannot deliver the sales pitch correctly, it is a lot easier for them to say no. More often than not, the nervousness of the individual is a result of a lack of preparation on the subject matter.
To be successful in the art of persuasion through cold calling, it is essential to prepare oneself both internally and externally. By practicing and studying your possible customer's needs, it will definitely strengthen your confidence. Having confidence will assist you in controlling your self-image and projecting a positive image to the marketplace. Any salesperson will tell you that being positive will help you in closing sales with prospective clients and customers.
There are many ways to prepare for a cold call and that is what aspiring entrepreneurs should concentrate on. It is essential to be able to demonstrate to your possible customers how they can benefit from your business and your expertise.
By being confident in your own ability and expertise, it will show them that you would be an effective business partner or consultant. This does two things...one, it will help you let go of any old insecurities you may have and fear of personal rejection; two, it will be much easier for you to close the sale with the customer.
However for cold calling to be effective you must also be able to understand your potential client's business. This enables you to customize your sales pitch and accentuate the benefits.
Moreover, it is important not to be pushy with your selling. Instead of just trying to make a sale, an entrepreneur should make an effort to be more of a partner or an advocate for the potential customer. By showing you are willing to fulfill his or her consumer needs in a relaxed and supportive manner, there is a greater possibility to not only close the sale and gain a new customer but also gain a returning customer who is loyal to your business.
Return customers are the most important customers because it helps build a primary foundation for entrepreneurs and small business owners. In summary, clear preparation and practice prior to first contact with potential customers will turn those cold calls into warmer calls.
Richard San Juan is currently pursuing an MBA degree with an emphasis in Finance from DePaul University in Chicago. He is particularly interested in writing about business news and strategies.
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