Cold Calling: A Prep Pep Talk

1. Prospects will take calls.

Stop worrying that your prospects do not want to speak with you. If your offer has value and you have done your homework, targeted your market and are able to speak about your product/service intelligently and articulately, most prospects will be more than happy to listen to what you have to say.

2. A lot of times, they say "yes."

This is true.

3. They are not too busy.

While your prospects will certainly be busy, (everyone is) if your offer has value and you have done your homework, targeted your market and are able to speak about your product/service intelligently and articulately (see #1 above), it is simply a matter of negotiating when that prospect has time to speak with you.

4. They are not avoiding you.

The level of paranoia exhibited by some sales professionals is truly interesting. Why should your prospects be avoiding you? They don't even know you.

5. If they have a vendor or supplier, bingo! They are qualified prospects.

Yes. If you speak with a prospect who says they are already working with someone, that means that this prospect buys what you are selling. You know, if you did not before, that you are now speaking with a qualified prospect.

6. You will know what to say if you do your homework ahead of time.

The question you want to ask yourself, before you get on the telephone, is: "Why should this prospect be interested in my offering?" Don't call your prospect until you have the answer. Then, when you get your prospect on the telephone, make sure to lead with that answer. That "why" is the reason that a prospect will want to speak with you.

7. High-level decision-makers are usually very nice and quite willing to speak with you if you have something of value to say.

The rule is to always call the highest-level person that you believe would be the decision-maker. That person either will be the decision-maker or they will know who is. Many sales professionals, however, call lower level managers and/or coordinators, rather than Directors and Vice Presidents, believing that the call will be easier. The reverse is actually true. People with power are generally much nicer than people without power.

8. Cold calling is a communication skill and, like any communication skill, it can be learned and improved upon.

It is up to you to educate yourself. Read books, listen to audio programs, attend teleseminars or live seminars, talk to colleagues, hire a coach... Do whatever it takes to gain the skills that you need to be successful.