Cold Calling Is Dead, Right?
Is cold calling dead? It depends on who you ask and what you mean by cold calling. The simple answer is that for IT marketing for managed service providers, not only is cold calling not dead, it’s very hot— but only when done the right way.
In the ‘golden’ old days of cold calling, new sales recruits might ask, “Where’s our sales manual?” The Yellow Pages would land on their desk with the admonition, “THERE’S your sales manual!”
That kind of medieval approach to cold calling is mostly dead— and thankfully so! Prospects grew tired of endless calls from clueless sales newbies, breathlessly gushing weary old sales patter while the desperate small-business owner tried to deal with urgent matters. In many jurisdictions, cold calling has even been legislated out of existence.
For managed service providers, however, something that might more accurately be called ‘smart dialling’ remains a key feature of the sales landscape. Out with the old, dumb, brute-force approach and in with informed, intelligent strategies.
Why Smart Dialling Uses a Sales Script
A fundamental component of smart calling is the sales script. If you don’t properly understand what constitutes a good sales script and why it is essential to success with cold calling, your knee-jerk reaction might be to recoil in horror. But a quality sales script isn’t just a good idea; it is crucial to success with sales and IT marketing.
Make Sure Sales People Listen
A good sales script forces sales people to listen and by listening, they become better sales people. The last thing you want is sales robots that mindlessly parrot the same old words to tired ears. Successful sales scripts ensure your sales people engage with their leads, building healthy sales relationships, and winning happy long-term clients. They are basically water-proofing their sales all the way through the process.
Thanks to the stable, reliable structure provided by using healthy sales scripts, sales people can relax and learn to be more creative in ways and areas where it works. Safe in the knowledge that their scripts— delivered properly— will win sales, your sales team can take risks where they are more likely to pay off. They basically develop sales muscle memory that helps them to become sales ninjas, artfully deploying their winning tools and techniques.
Help the Sales Team Improve
Get all of your sales people involved in polishing your sales scripts. Gather their thoughts, experiences, and feedback. As a team, use this to improve your sales process and your sales scripts. Help your sales people to master their destinies, rather than just follow the leader. If they’re engaged in the entire process, they too will engage better with sales prospects.
Refining Your Methodology
Creating and (just as important) maintaining your sales scripts helps to establish and refine your sales methodology. The process of writing and re-writing the scripts forces you and your team to think carefully about what you’re saying and why you are saying it. It gives you time to consider the words you use and the thinking behind those words. It allows you to refine the sales process.
Stabilise Sales Performance
By following sales scripts, you reduce the tendency for sales people to suffer from down days. Weaker sales people benefit from following standardised approaches, and this helps them up their game and mitigate the dangers of suffering from a ‘losing’ psychology. Team energy comes into play, and the whole sales team becomes greater than the sum of its parts.
Create Scalable Sales Structures
With established and refined sales scripts, it gets easier to build and expand sales teams and sales structures that manage themselves and ensure success. You build teams that support their strength as a group and avoid the dangers of having ‘star’ players and also-rans. Recruitment, training, management, and success come more easily and more repeatedly.
Drive the Sales Funnel
Solid sales scripts underpin measurement and analysis of sales funnel performance. Your IT marketing sales funnel metrics tell you where sales scripts need further work and you can then measure the results of those changes. Real sales sophistication ensues.