Cold Calling is Dead! Long Live Cold Calling!

 You must do something if you want something to happen. All the positive thinking in the world won't get you your dream prospective clients and major contracts. You need to let them know that they should use you and your services, where you are and what is special and unique about you.

Getting on the phone and 'cold calling', making calls to someone you don't know and haven't spoken to before, can be daunting. I have been in sales for many years and I still find it a bit scary at times. I have managed to control my fear and do it regardless. So can you with little planning and foresight.

1. Know what you are selling - what's special about you? Know who you want to buy your products and services. What sort of company or person do you want to work with? Know where to go to find these customers. Where will you find them?

I have never heard of anyone successfully boring someone into buying from them, so be interesting, confident and professional; smile as you dial! Really! Try it; we all know that you can hear by the tone of some ones voice if they are upbeat and confident.

2. Have an aide memoir close to hand for easy reference if you are a bit nervous and worried you'll dry up. It's not a good idea to use a script as it can sound a bit stunted and un-natural.

It's a good idea to have a good opening statement that describes what you do, why you are special and what that means to the prospective client.

It needs to include open questions that help find out what they are already doing and how they decide whom to use for the services or products you are offering.

Refer to case studies and references as applicable and plan good responses to common objections to your service or products.

3. Use a nice friendly opening line before you deliver your opening statement.

I have found the following really effective 'I'm not disturbing a meeting am I?' If the prospect says no then proceed with your opening statement. If they say yes, ask when would be a more convenient time to call back and do so on the dot!

Or you could try 'I am calling to introduce myself, I don't know if what I offer is of need to you/your company (then opening statement).

4. Ask outstanding questions! Investigate, explore, probe and gather as much information as you can. Keep it conversational and learn all about this person/company. Be curios. Knowledge is a very powerful thing to have; it will help you identify a need they may have. Identifying latent pain (known but not admitted) can make a real impact and help build strong rapport.

5. Know what's special about your service or product. Ask yourself what is your speciality. What is it that no one else does quite like you do?

6. Create stories to tell, gather testimonials, case studies and feedback from clients who have used your service or products. It's powerful stuff to casually drop into the conversation.

7. Make a strong opening statement. When some people start their calls, they ask if that person has time to talk and while this is polite, it gives them a reason to get you off the phone. So make your strong opening statement and listen out for annoyance. If you get a feeling that they are too busy, ask 'Is this a bad time? When can I call you back?'

You might be offering  to replace what they already have, that is to change something, which can be a bit scary. You need to communicate that you are trying to solve a problem they may or may not be aware they have.

8. Match their need with your solution (your product or service). Why should they carry on talking to you?

9. Take action! Just start cold calling. Doing a little and often will add to your confidence. Don't forget to follow up with the people you've called or sent literature to.

10. Be polite and friendly to EVERYONE! You do not know who has answered the phone, don't assume it's a receptionist, it could be the decision maker!

Happy Selling!