Selling is an art form so there’s no ‘one method fits all’ – you can be as creative as you like. Many people say they have a ‘proven’ method of selling a certain product or service, but actually you need to sell differently to different types of customers and prospects. One of the most common questions we get asked is how to turn a cold lead into a happily converting customer.
Most of the time, it doesn’t happen in one single phone call or contact. Cold calling is getting trickier, so sometimes it’s a combination of emails, phone calls and meetings which result in a warm lead or eventually, a sale. There is more than one path you can choose but think of it as a journey you must lead the customer on. Here are four definite ways to build trust and warm up your leads.
Conduct market research
Before you even think about picking up the phone and cold calling anybody, make sure you have a reason for calling and an arsenal of information. Research the prospect or company so you know as much as possible – understand the person as well as the business. If you take the time to do this preliminary research they will instantly respect you a bit more, and you can tailor the sales pitch accordingly.
Don’t give up
It’s easy to give up on a cold lead because they are dodging your calls and unresponsive to emails. However, sometimes all it takes is one more contact and they are right back in the funnel. Leave them a voicemail and send an email to let them know this is your last – i.e., their last chance to claim the discount/whatever you’re offering. FOMO definitely still works.
Review your scripts
Are you in a bit of a sales rut? Perhaps it’s time to review and evaluate your scripts. Chances are, you’ve read the same lines so many times that it doesn’t sound enticing anymore. The cold call script and closing pitch need refreshing every now and again, and remember you don’t have to stick to them word for word – adapt them for each new prospect.
Offer a better deal
If you’re having trouble converting warm leads or making cold leads lukewarm, it may be time to ask if it’s the offering which needs improving. Could you be selling with a better incentive? Do you need to add a time limit to compel people to buy? Time limits can prompt customers to convert before it’s too late.
It’s time to start turning these chilly leads into hot prospects!