If you are serious about generating more sales for your company whether it be by using cold calling as one way of using your selling skills or not, improving your selling skills is vital in order to be a success. One important thing to remember when it comes to selling skills and even cold calling, the fast sales pitch really doesn't mean more sales it's how good your overall skills are.
A very important thing to remember is that you need to work hard to understand how a potential customer is going to buy. If the product is simple and with little competition, it's easy for the customer to make a fast decision. However, today that is hardly ever the case. This means potential customers have to do some research and learn more about the product before deciding to purchase it. So a salesperson needs to see it from the viewpoint of the customer.
Make sure that you define the steps of your sales procedure in terms customers will understand. Be very clear and very specific about each step a customer takes as they move through the buying process. Get rid of the “sales process” labels commonly used in sales and change them to “customer actions” instead. This then becomes the objective of your sales team when do cold calling or meet with customers in person.
Figure out who is going to be involved in the decision of buying and what step they might be in the buying process. If it's a complex decision then you will need to figure out what the factors are that are working for you in that sale and what are the ones that are working against you. Never get ahead of the customers decision making.
Many times, the actually purchase is not going to be done by the person you are actually interacting with. You need to also know who the executive is that makes the final decision and then work your sales process around that person with the one that you are dealing with. Make sure you have a fair idea of the things the person in charge wants or may need.
The key to good selling skills is to always put yourself in the shoes of the customer and help lead them through their own buying process without them even realizing this is what you are doing. A customer wants to buy from someone who comes off as a leader and not a pusher.