Even the words bring shivers down the spine. The fear is “complete rejection”. It shouldn’t happen if you have a few tricks up your own sleeve. Many believe it to be the most risky phase during a business set-up, or even throughout the entire run. Fortunately or not, it is the most important and critical point for the success or otherwise of your business.

Know the target

Before you try to conquer any of your prospective clients, ensure that you know something about them. Search through newspapers, the website or any source of information to find out the core business of your prospects and how long have they been around, this will get you a head start in analysing the target and your own potential. Of course, this also means that you should know if he really needs what you have. Use your personal contacts or any references from close friends, relatives and colleagues to help you get a good opening. These are your best leads.

Overcome your nightmares

Not all prospects are part of your most horrifying nightmares. They are just ordinary people waiting to get what they want. Think of them some old friend, your neighbour or anybody whom you feel comfortable. Still better, do a role-playing session with a close friend or colleague and get his honest opinion on building a muscle. The best time to make a cold call is when you feel the freshest and energised. Being enthusiastic is a positive element but hammering a prospect will get you back on the street. Be confident but don’t over react. Be friendly and don’t think that the one sitting in front of you is your enemy.

The prospect needs what you have

Remember what you wish to sell. Focus on the product or service and make sure that the prospect is informed of what it can do for him. Your only adversary here is your incomplete or forgotten knowledge of the product. Make the prospect realise that you are the sole provider for the product and actually, you are doing him a favour by approaching him. Learn more about the product and know every angle of its potential usage. Most often, this helps you contact those who you thought wouldn’t be in need of your product.

Converse with the prospect

Don’t fight with your prospect. Maintain a cool and comfortable conversation with him, just enough to help yourself not be insulted. Remember the first rule of marketing, “The customer is always right”; it is you who actually can change his opinion into thinking that you are right, although don’t impose it on him (this will be your biggest mistake). Listen to the prospect; take note of what he has to say. Fire your cannons when faced with objection. Don’t empty your arsenal beforehand. Keep a healthy debate going; don’t turn it into a battle of words. You know that you cannot always win. A good conversation will win you half the battle. Leave open avenues for your prospect to enquire further. Don’t be social, yet don’t be opposing. Keep with the flow and deliver when required.

An objection is a challenge

Each objection you face should be faced with a comprehensive answer, enough to throw the ball in the prospects court. Don’t follow a fixed pattern for each prospect you encounter. Everyone is different and you can expect some to ask you to get to the point instead of listening to “a lecture”. Since you are on the phone, you should feel free to access as many promotional literature, after all you don’t want to pause in a conversation. Anticipate objection, nothing is perfect. If it were you wouldn’t be making the call, the prospect would call you up and ask whether you would be interested in doing business with him. The worst that can happen, is that you may lose one prospective client. So go get hold of another one. Mistakes are to learn, not to get distressed about.

Get to know passer-bys

Try to be friendly with your prospect’s subordinates. They will always be a source of dearly needed information about your target. They can guide you all about him and when would be the right time and what would be the best way to hit.

Close the deal

Your ultimate aim is to arrange a one-to-one meeting with your prospect. Attract his attention and let him ask for more. This is the time to ask for an appointment. Maintain a regular and confident sales pitch and you’re in the game. Play calculated shots; messing up is not an option and there are no second chances. If required, make a follow up call. Each time make sure that you’re in control and not the pawn. Do not panic if you did not make it. Practice makes perfect, but keep learning from each conversation. Eventually you will make a mark that will be hard to resist by the prospect.