Thursday, January 2, 2020

Cold Calling Isn't Dead, It Just Took a 10 Year Hiatus

A decade ago, cold calling was a requirement by almost every modular home factory sales manager. Making those calls was not a pleasant experience for most sales reps.

Over the past 10 years the modular housing industry has seen a lot more builders retiring, changing professions or simply giving up on building single family modular homes and the need to replace them has never been greater.

2020 just may be the year for sales managers to once again put the pressure on their sales reps to bring new builders into the factory's authorized builder ranks. 

Sending a "Cold" email, text or a plug on social media is not the same as a cold call. There is no interpersonal relationship in those. Most people that receive your 'cold' invitation will trash it or worse, spam it.

There's no way out of it. You have to make the call.

Here are 8 facts you need to know before you dial that first builder.
  1. 80% of sales are made on the fifth to twelfth contact. This means one or two follow ups won’t cut it!
  2. The best time to cold call is between either 8:00 AM and 9:00 AM or 4:00PM and 5:00PM. Plan your sales calls around these two time frames.
  3. The worst time is between 11AM and 2 PM. Use this time to meet with leads, research prospects and plan your afternoon sales calls.
  4. Thursday is the best day to call. Get on the phone!
  5. Tuesday is the worst day. Use this day as a day to research your prospects and schedule meetings.
  6. 50% of the time prospects go with the first salesperson to contact them. While this might come down to luck, the more you call the more likely you will be this person when they answer.
  7. The first 10 seconds determine the response you will get to your cold call. Quickly grab their attention within this time frame and keep it the rest of the phone call.
  8. You are 6 times more likely to close a web lead if you contact them 1 hour of them submitting a form. Call quick and use the information strategically that they gave you in the form. If they give your certain details focus on these and address what they need/want.
Cold calling can be quite difficult and a bit nerve wrecking. But the more you plan your approach with what you’re saying, when your calling and how much your calling, you will substantially increase your success rate. Use these statistics and warm up your cold calls.

Remember, your sales manager is not singling you out for punishment. Cold calling is a great way to bring builders to your factory for a tour and possibly sign them up.

Gary Fleisher is a housing veteran,
editor/writer of Modular Home Builder blog
and industry speaker/consultant. 


Anonymous said...

When I first got into modular home sales,,cold calls were a must..we never tried to see a modular on the cold call......we sold the appointment...much easier to do ....and much better results...

Just a thought.....

Steve said...
This comment has been removed by the author.