Cold Calling: Annoying or Effective?

Cold calling definitely has a bad rap. We have all had the experience of sitting down for dinner when the phone rings. Reluctantly we answer and it is a long distance telemarketer who is reading off a script; not giving us a chance to cut in. We eventually have to blurt out, “Not interested.” Receiving calls at home is disruptive however cold calling is still a great strategy to use if you have a B2B product or service.

There is no better way to directly reach and begin a sales dialog than with cold calling. Marketing does a great job of getting potential customers to your door but picking up the phone and making those calls gets you immediate results.

The other problem is the fear around cold calling and the rejection involved. Here are some tips that will help to ease the fear as well as increase your results.

1. Prepare a script for each niche or vertical market you are planning to target. You can easily purchase lists that can help you zero in on your target market. You may have several niches or vertical markets you want to focus on. The script should be short and to the point. The caller on the other end wants to know three key things. You need to quickly state who you are, where you are calling from and what’s in it for them to listen to you any further. Don’t try to download a lot of information. The purpose of the first call is to simply find out if they are interested in learning more about your company. It is not advised to use any tricks to get through to decision makers. Be straightforward and forthright with the purpose of your call.

2. It is a numbers game. It may take many dials to finally get someone to pick up the phone. With voice mail and caller ID, less and less people will answer their phone. You will also need to be prepared with an upbeat voice mail script. Be sure to keep your tone energetic.

Since this is a numbers game, track the number of dials you make in a day. Set goals for number of dials or connects with decision makers. Make a game out of it. The doldrums of making these calls can affect your tone and energy. Find ways to keep it fun. Set yourself up the night before with your list, script and anything else you need in front of you. Don’t dilly dally between calls. This is where many sales people lose steam. Immediately after a call, go right to the next; no matter what happened in that call.

3. Care but not that much. This is probably the most important. When I was a fledgling sales person myself, I was so afraid of cold calling. When I realized the worst thing to happen is someone I don’t know and will never meet could hang up on me, I thought, “Who cares.” For every no you get, you are that much closer to a yes. It could take 20 calls or 100. If you don’t care that much, you will be able to keep your energy up because the next call could be a yes. It could be that next big deal that could take your company to the next level.

4. Smile and dial…literally. Your smile will come through the phone.

Sure there’s a lot of controversy about cold calling. There are many people out there who say that cold calling is dead. Tell that to the businesses who are still striving and surviving in this economy who have not stopped dialing the phone.

Don’t stop your marketing efforts but think about this. What if you could sit down for an hour a day making calls to your dream clients? One of them will say yes…I will guarantee it!

Your success is our mission!

Sincerely,

Joanne

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