Prepare Before Cold-Calling –Dana
I'm not suggesting you rattle off testimonials on the phone, but if your company is known as a problem-solver, or a specialist in a certain industry, or producing the best quality in the state, or "a designer's printer," those are qualities that can help you sell.
Know their names. OK, this is an obvious tip. Try and get the prospect's name correct. I have nothing against the name "Dana," but it's my last name. As soon as I hear, "Hi, Dana, how are you doing today?" I know it's someone who didn't take care before dialing.
Assume someone is very busy. When you get a "live one" on the phone, always ask if it's a good time to chat, or ask when you might call back. I always do, but rarely does a cold-caller ask me this. They launch right into a pitch. It bugs me.
Remember, it's not about you; it's about them. Try and refrain from all the "we do this and this and this" talk. Find out more about what they do, and what they might need from you. When you get a sales call, aren't you listening with "what's in it for me" ears, and "how does this relate to what I do/need?"
Don't sound "canned." Some salespeople sound like they've given the same pitch over and over again without a change in the script. They seem to be calling from a printout of names and phone numbers. Clearly, they've done no research. They have no clue about what you do and it shows, badly.
What's the ace up your sleeve? If you have a referral from a friend or colleague, you're golden—at least for the initial phone call.
Other things that would impress a print buyer? You were a buyer once. You worked in the same industry or company. You share a hometown or home state (that's where social media research comes in handy, filling in the blanks about someone before you call). You have a printing degree. You went to RIT (or Clemson, or Cal Poly, or any one of the prestigious universities that offer an education in printing).