Watch out for cold calling traps. Here are just a few tips to avoid being caught: (Ask VSA to send you actual taped samples. They're great for training.)

1. Expect each call to be THE ONE to produce the great appointment, even if you've gotten nothing for two hours.
   
   Let's face it. Cold calling is a numbers game. You can make calls for two hours or even longer and never have any success. To a novice cold caller, this is demoralizing.
   
   Seasoned cold callers know your luck can change at any call. If you want to make cold calling work, expect every call to be successful. This way, you won't be caught off-guard when the decision maker is genuinely interested.
   
   The Trap: Missing opportunities to set an appointment because you've succumbed to boredom and self-doubt.
   
   How to avoid: Be positive on each cold call and don't take rejection personally.



2. Make each call a conversation.
   
   Never, ever read from a script when you make B2B cold calls. Also, never memorize your talking points.
   
   Make each call sound as though it's the only one you've made that day. Sound fresh; change the words around for each call; ask questions; and by all means do not sound like a robot repeating a script.
   
   The Trap: Relying on a written script or memorized lines because it's easy.
   
   How to avoid: Change the words with each conversation and never read your talking points.



3. Avoid the prospect who begins to ask you "rapid fire questions."
   
   Avoid being put on the defensive by prospects who have a series of questions that you answer with one word answers.
   
   Instead, remark on how interesting a question is and probe if there is specific reason for the question. This way, you regain control of the conversation and also begin a dialogue.
   
   It's important to never give all the answers during the phone call. This allows the prospect to make a purchasing decision over the phone. You want the prospect to set a meeting with a skilled sales person.
   
   The Trap: Letting your prospect take too much control of the call and giving away too much information because you are intimidated.
   
   How to avoid: Reverse the tone of the call by asking questions instead of providing one word answers.
   
   
4. When you finally set the appointment, make sure it's qualified.
   
   
Too many times cold callers set the appointment, only to learn later that the prospect was not the decision maker.

Be sure to ask the tough questions about the decision making process, whether the prospect has a budget, and how serious the prospect is about his need for the service. This is all part of cold calling.

The Trap: Getting so excited that a prospect wants an appointment and completely overlooking the need to qualify.

How to avoid: Never consider the call over until you've qualified the prospect completely; ask the tough questions to deliver a qualified appointment.

VSA, Inc.
441 Station Avenue
Haddonfield, NJ 08033
856-429-5078
valerie.schlit@vsaprospecting.com
www.vsaprospecting.com

A retailer asking for customer service feedback, a membership survey from an association - these days we seem to receive more and more requests to fill out online surveys. Not surprising, really. They are quick and inexpensive compared to mail or phone surveys, and they can provide valuable information when used correctly. Unfortunately, when used inappropriately, they can be a waste of time for both the respondent and the surveyor.

How do you know if an online survey is the right solution for you?

To start, here are five questions you should answer when doing any type of survey:

1. What is the purpose of the survey? Why are you doing it and what will you do with the information you receive?
   
   
2. Who is going to receive the survey? Do you already know specific individuals, or will you have to recruit or purchase names?
   
   
3. How many responses do you need? Do the results need to be projectable to a larger population, or are you more interested in individual responses?
   
   
4. How can you best reach your respondents: in person, by phone, by mail or by e- mail? Do you already have the contact info, or will you have to research and/ or purchase it?
   
   
5. How can you get them to respond? Are the topic and questions easy to relate to and understand? Or is the subject matter sensitive, unfamiliar or irrelevant? Will you need to give respondents an incentive?
   
   

• Your survey is not more than 20-25 questions.
• Most questions are multiple choice, not open- ended (you want finite answers; you don't need to probe for nuances).
  
• Respondents have a reason to respond (e.g., they know you, or you give them a good "WIIFM" (what's in it for me?)).
  
• The questions are, for the most part, not difficult to answer (if they are, a high percentage of respondents will not complete the online survey).
  
• And of course, you must have a "good" (accurate) e-mail list.
  

• Certainly, it helps if there a connection between the recipient and the sender, or at least some recognition of who the sender is.
  
• A tangible "carrot" helps: to be entered into a drawing, or given something for free.
  
• At the very least, there should be a "WIIFM" (what's in it for me?) stated up front.
  
• Of course, the survey should not be an overt sales pitch.
  
• The shorter the survey, the better. Consider telling respondents at the outset how many questions there will be, or how long it will take to complete the questionnaire.
  
• Limit the number of surveys you send out to the same group.
  
• It goes without saying that you must pretest the survey before it goes "live."