Just about every sales organization would like to improve cold calling results and might be able to benefit from cold call training. Either current cold calling results are currently not good and they need to be improved or the current level of performance is acceptable but driving even better results would certainly be of interest. Whatever the case, there is always a place for the benefits that come with training for cold calling and some of those are outlined below.
1. Increase the quantity of cold calls
Whether an organization has dedicated cold calling resources or it has more general sales resources that need to do some level of cold calling, there will be a certain level of cold calling activity that is needed to meet targets. For the pure cold callers, this may be between 50 to 100 calls per day. For the general sales personnel, this may be a couple of hours per week. Whatever the case, it is very likely that by providing training to these individuals in the area of cold calling will increase the level of cold calling activity and increase the quantity of cold calls made.
We are all human and naturally get some level of cold call anxiety when it is time to pick up the phone. By training sales staff in the area of cold calling, we will increase their level of knowledge on what and what not to do. This improvement in knowledge will decrease the level of resistance with making calls in improve the total quantity of calls made.
2. Increase in quantity of leads
The first data point to consider when looking at cold calling or lead generation activities is the quantity of leads that are being produced. With cold calling, there is always some sort of cost per cold call so it is critical to look and find ways to improve the total number of leads being produced per hour or per employee.
When cold call training is provided, it is likely that an immediate increase in the quantity of leads will be seen. This is first from the fact that more cold calls will be made, but also that there will be an improvement in successfully getting past the gatekeeper, getting prospect’s to decrease their guard, communicating business value, etc.
3. Improvement in the quality of leads
If good training is provided for cold calling, not only should the total number of leads increase, but the quality of the leads should also improve. This is because a key piece of cold call training should be focused on qualifying prospects and qualifying opportunities.
4. Decreased turnover
One of the most powerful benefits from investing in training for cold calling is that it will likely have positive impact on decreasing sales staff turnover. This is because the most common reason for sales people leaving a company is due to sales performance. Either they are not making enough money and leave or they are not selling enough and asked to leave. Providing more or better sales training to these individuals will improve sales performance, which will likely keep sales staff around longer.
|This article was published on Saturday 13 August, 2011.|
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