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
Cold Call Concepts - To learn more about this author, visit Donald F. Pooley's Website.
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Donald F. Pooley
(Visit Donald's Website)
Don Pooley, the author of this article,
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Copyright 2005, Donald F. Pooley, Inc.
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