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Cold Call Concepts

Written by: Donald F. Pooley

Article Overview: Inc magazine’s August 2000 issue introduced Pat Cavanaugh, CEO of Cavanaugh Promotions, to whom cold calling is a sport. He opened 100 new accounts in the first quarter of 2000, and can make 200 calls a day when he does "nothing but get on the phone." Here’s what he says about it:

Cold Call Concepts

Inc magazine’s August 2000 issue introduced Pat Cavanaugh, CEO of Cavanaugh Promotions, to whom cold calling is a sport. He opened 100 new accounts in the first quarter of 2000, and can make 200 calls a day when he does "nothing but get on the phone." Here’s what he says about it:
“Cold-calling success depends on your attitude. You have to view it as a challenge, and have a competitive spirit.
“At my company, we sometimes warm up cold calls by sending prospects a small, unique promotional product. When we call, they say, "Oh yeah. You’re the one that sent me that..." It gets us remembered. It makes us stand out from the crowd.
“The objective of the cold call is to get the appointment. Nothing else. That means I'm a little wary about sending out brochures in advance. If you send them the information on your products and services, they’ll wonder why they need to meet with you? You are a much more effective salesperson in person, than any small brochure is.
“A technique I recommended is to ask for an appointment at a certain time. Instead of saying, "Would there be a chance to meet with you sometime next week?," say, "Would next week on Tuesday at 10:30 be a good time to meet?" Take the initiative. Be the aggressor.
“And say to the person, "All I'm asking for is 10 minutes of your time. Believe me, I wouldn’t waste your time or mine if I didn't know that I could help you!" Another comment, when someone is pressed for time is, "All I'm asking for is 10 minutes, I'll even bring a stopwatch so you can time me." This reinforces the fact that you respect his or her time.
“Try to meet prospects for breakfast, lunch, or dinner. They have to eat, and if you can meet with them during such times they’ll feel more comfortable because it won't cut into their schedules.
“Remember in any sales situation, if there is not a need, it is your job to create one. Be a source of information for them on any insurance-related topic. If you can be a resource for them or make their business more profitable, you have a better chance of meeting with them. Come right out and ask them, "Is your business as profitable as you’d like? I can make it more profitable. I just need 10 minutes of your time.
“Don't get discouraged! You are prospecting. In the Old West prospectors spent days and weeks looking for gold. Most of the time they didn't find anything. But when they did make that strike, it was well worth it!”
Copyright © 2001 Inc.com LLC

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Related Forum Posts
Re: Cold Calling - Cold calling is an extremely difficult job to do and unless one learns that being told no by people is not a direct refusal aimed at the cold caller but at whatever is being sold, it can be very soul destroying work to do. One needs to have absolute confidence in themselves and a pretty thick skin. MichelleJ
Mission & Vision Statements - Oops my bad. A mission statement is for employees as well. Author of "Strategic Management: Concepts and Cases", Fred R. David says "The mission statement answers the question 'What is our business,'" while "the vision statement answers the question 'What do we want to become?'" (60). Furthermore, "A good mission statement reveals an organization's customers; products or services; markets; technology; concern for survival, growth, profitability; philosophy; self-concept; concern for public image; and concern for employees" (73).
I answer my phone - when I worked in the Call Center we had to say "Good XXXXXX, Andy speaking, How may I help you?" imagine saying that over and over again. It kind of sticks with you. It's been a few years now but I've kicked off "How may I help you?" part.
Re: Mission & Vision Statements - [quote="BuzzAroundBooks":18511jx0]Oops my bad. A mission statement is for employees as well. Author of "Strategic Management: Concepts and Cases", Fred R. David says "The mission statement answers the question 'What is our business,'" while "the vision statement answers the question 'What do we want to become?'" (60). Furthermore, "A good mission statement reveals an organization's customers; products or services; markets; technology; concern for survival, growth, profitability; philosophy; self-concept; concern for public image; and concern for employees" (73).[/quote:18511jx0] Often when I'm researching a company, I'll look for their mission statement. Its a great way for an outsider or a potential employee to find out more about the business, to learn their goals and what they offer. As a potential employee, this is an interesting way to see if its a company that you would like to be involved with. Shri
Cold Calling - Cold calling is tough, but it is possible. Its a shame that your employer doesn't seem to be giving you any help. I would suggest that you learn everything about the products you're trying to sell to the retailers. It wouldn't hurt to have them close at hand while you're on the phone with a potential buyer. Learn what is great about the items. What do they offer the consumer? Why should the retailer carry them? Who would be most likely to buy the items? Once you know these answers, learn about the companies you are calling. Its hard to tell a retailer that your product is something they need - if you don't know anything about their business and/or the customers. If they have a website that would be a great place to research. Shri


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