Chances are, no matter what type of business you are running or involved with, it would benefit by cold calling. Cold calling is a method of marketing, which has been practiced successfully, for many years. It is the act of contacting someone that you’ve never spoken with before, an effort to gain their business.
Currently, most cold calling is done by telephone. However, there are still individuals who make their sales calls going door to door.
Telephone cold calling is more challenging today, because of the National Do Not Call Registry. Consumers, who have opted to add their telephone numbers to this list, cannot be contacted by any solicitor. Solicitors, disobeying this rule are subject to large fines.
Some business owners, who begin a cold calling campaign, go about things the wrong way. The main purpose of a cold call to set an in-person appointment to make a sale, the objective is NOT to make a sale over the phone.
The first thing that should be done, prior to any calls, is market research. Finding out all that you can about your target group can make or break a campaign. As the saying goes, ‘knowledge is power’. It certainly holds true in this case.
译文:
陌生拜访的首要准则
不管你经营的是何种类型或牵涉到何种类型的生意，陌生拜访都会带来利益，这就是机会。陌生拜访是一种营销方法，这种方法多年以来已被成功地运用。它是和你从未与之交谈过的某个人接触，并努力赢得他们的生意的一种行动。
现在，大部分的陌生拜访都是通过打电话来完成的。然而，仍然有一部分人依旧挨家挨户地去拜访，推销他们的商品。
如今，因为国家不要求电话登记了，陌生电话推销就变得越来越有挑战性。推销员们不能与那些选择不把他们的电话号码列入到名单中的客户们联系。如果他们违反这个规定就必须承担一笔很大的罚金。
有些公司的经营者，他们开始了一场电话推销的战役，这样就与初忠背道而驰了。陌生电话的主要目的是为了做成生意而预订一个亲自的约见，并不是通过电话来做成交易。
第一件要做的事情，比其它任何电话都主要的，就是做一个市场调查。找出所有的可能构成或爆发出一场战役的你的目标群体。有句话说“知识就是力量”，在这一领域它仍是真理。