COLD CALLING

1
COLD CALLING

• WALKING INTO A PROSPECTS PLACE OF BUSINESS
  UNANNOUNCED AND UNKNOWN

2
COLD CALLING IS NOTEFFECTIVE!

• TELEPHONE PROSPECTING IS EFFECTIVE 64 OF THE
  TIME.
• COLD CALLING IS EFFECTIVE 10
• OF THE TIME

3
WHAT IS THE PURPOSE OF MOST COLD CALLS?

• TO MAKE AN APPOINTMENT
• TO FIND OUT ABOUT THE
• CLIENTS MARKETING NEEDS
• WHEN THE CLIENT IS
• UNDISTURBED

4
What if your bossbelieves in cold calls?

• Then you make them
• and do them
• best you can
• perhaps your market
• is different
• from most markets

5
If You Must Cold CallNEVER SAY THIS!

• I just dropped by to introduce myself and my
  station
• Why doesnt this work?

• I came by to tell you about a new promotion
  at my station
• Why doesnt this work?

6
WHAT DO YOU SAY?

• I came by with an idea that could give
  you an edge over your competition
• I came by to talk about generating new customers
  for your business.

7
YOU WANT TO GO OUT TO SOMEONE YOU DONT KNOW

• WHATS THE BEST WAY TO ASK HER OUT?

8

• GET WORD ABOUT
• WHO YOU ARE TO
• HER THROUGH A MUTUAL FRIEND

9
Let the Prospect know who you are before you call
in person

• SEED LETTERS
• THE LETTER
• RECOMMENDED BY ANOTHER CUSTOMER
• GRABBER LETTER

10
SUCCESSFUL SELLING

• IS PRIMARILY ESTABLISHING GOOD RELATIONSHIPS
• AND SOLVING PROBLEMS

11
2 TYPES OF SELLING

• TRANSACTIONAL
• Product positioned by
  features/price/ads
• Product is a commodity
• with little difference from competing
  products except price

• DEVELOPMENTAL
• Product positioned by salespeople
• Product position is determined by needs of
  prospect
• Salespeople make
• the most

12
CREATING A POSITIONFOR A RADIO STATION

• The station has so few listeners that it has
  never been rated by Arbitron, has a very
  restricted signal, and one of the least
  commercially successful formats
• in radio.

• HOW DO
• YOU
• POSITION
• STATION ?

13
POSITION IT TO THE NEEDS OF OSWEGO ADVERTISERS

• WNYO REACHES
• 8,000 STUDENTS AT OSU ALONE!
• ONLY WNYO TARGETS YOUNG PEOPLE 18-34 WITH THEIR
  FAVORITE MUSIC

• WNYO REACHES 8,000 CUSTOMERS NOW SPENDING
  25 MILLION WITH YOUR COMPETITORS EACH YEAR!
  CAN YOU IGNORE THIS MARKET?

14
DEVELOPMENTAL SELLING

• SALESPEOPLE REFRAIN FROM TALKING ABOUT THEIR
  PRODUCT UNTIL THEY DISCOVER THE PROSPECTS NEEDS

15
2 DISTINCT TYPES OF NEEDS

• PERSONAL
• Emotional
• More impact on decisions than business needs

• BUSINESS
• Governed by rational thought
• and problem solving
• Look more at product
• Depend less on seller
• More faith in
• own judgement

16
FEATURES

• ATTRIBUTES
• INHERENT
• IN A
• PRODUCT

17
ADVANTAGES

• WHAT MAKES A PRODUCT BETTER THAN COMPETING
• PRODUCTS

18
BENEFITS

• HOW THE FEATURE
• SOLVES
• A BUYERS
• BUSINESS AND PERSONAL
• NEEDS