Sales Appointment Training How to Make Your Cold Call Introduction Effective

Use this sales appointment training to make your opening lines effective and easy for the prospect to connect with.I recently received a sales call where the caller wanted to make an appointment for a home improvement specialist (a sales person) to come to my home. After a hurried introduction the caller asked me a question about the age of my windows and other fittings. In her introduction she gave me the name of the company she worked for but I had never heard of them. She also said that they did building work on behalf of the local authority, but this told me nothing about their line of business or what it meant for me. At this point I had nothing to connect with, no point of referencethat linked with my experience. Instead of answering her questions I asked her to explain who her company was and why she was calling me. She had not connected with me or captured my interest and I'm sure all the other prospects she cold called had the same reaction. I was asking questions and that meant she had lost control of the call.A good introduction should include: Who you are, and a reference point that the prospect can quickly relate with. The reference point could be your company's name, your products, or a very brief description of what you do. The key here is that it must be information that connects with something that the prospect already knows so that they quickly understand who you are and what your call relates to. If you are calling from a well known company, or you have a high profile product, the prospect instantly has a point of reference and can relate what they know to your call. If you have a small business, or a unique product or service, the prospect may never have heard of you. You then have to give them something that will register with them.For example: Say you were selling vacuum cleaners, and on your telephone call to make a sales appointment you introduced yourself and said you were from the Spangler company. The prospect may never have heard of Spangler and cannot connect it with anything from their experience. So you have to add a point of reference that connects with them. You could add that you manufacture vacuum cleaners, or tell them how much better than Hoover you are. Both vacuum cleaners and Hoover are common terms that the prospect will quickly make a connection with. They now know what you are talking about.This may sound like common sense and a very basic sales appointment technique. But I have heard many appointment setting calls where 2 minutes into the call the prospect has still not fully grasped who it is that is calling them, or the reason for the call. Make your sales appointment calls effective by adding words, names, and phrases that will connect with your prospects.

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