Archives for posts with tag: Calls

Ah, the cold sales call. By cold sales call I mean the broad concept of any call to a person or company that may or may not remember you, or in fact know you.

I don’t know many people who enjoy picking up the phone and working through a list of cold names, trying to get through and then strike up a rapport with a near total or total stranger. Most sales people I’ve worked with, who are supposed to be good at developing a conversation, hate them and avoid them whenever possible.

They have good reason to, most of the time. A progressive, strategic and process-oriented business-to-business company shouldn’t have to make cold calls, but on occasion you can’t avoid them.

A couple of things I’ve learned about calling are these. First, you have to be in the right frame of mind. Positive, optimistic, keen to get things done. You have to want to embrace the call. An early and genuine ‘no’ frees you up to the next call where someone who’s not a time-waster might want to speak to you.

Second, it’s irrational to put them off because once we get started, we’re fine, we get through them. We just need to start.

Third, what’s the worst that could happen? Nothing much, except that the more we fail, the better we’ll get at them.

A B2B customer is far, far more important than a B2C customer. Let me tell you why.

I work from the home office quite a lot of the time. When I’m on a customer call, or a customer’s customer call, and there’s anyone in the house, I always warn them that I’m not to be disturbed unless the house is burning down.

A B2C customer is one customer, one consumer out of many. There are degrees here, of course, since some B2C customers are large or repeat customers, and spend much more money than one-off or small basket-size customers.

A B2B customer, however, doesn’t represent their own interests, they represent the interests of lots of other employees, who are in effect lots of other customers. They’re corporate and they have very, very deep pockets. And for that reason, they’re very important. If they take away their business from you, you lose an awful lot. If one consumer does, it’s no biggie.

A B2B customer callĀ is like the red ‘On Air’ sign outside a broadcasting studio. You’re broadcasting to a large number of individuals and are not to be disturbed. One bad experience is immediately magnified throughout the entire audience – or company.