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How to Get Better Results with Cold Calling

Guest post by: Drew Stevens Ph.D.

Article Overview: Learn the secrets to gain better results from cold calling success.

How to Get Better Results with Cold Calling

One of the most difficult responsibilities for any selling professional is lead generation. In addition, one of the oldest methods of generating leads is through cold calling. The term that originates from the late 1960’s and 70’s involves calling suspecting individuals that do not know you and coax them into buying services. However there is much rejection due to several factors 1) buyer resistance because of the lack of need 2) no relationship and 3) cold calling interrupts business flow.

Typically many selling professionals are coerced into cold calling by their sales managers and organizational culture. With little preparation and many names, selling professionals are sent adrift to call countless individuals in pursuit of income and much angst. However there is a better way.

1. 1.Understand the rules of cold calling. Cold calling is meant to help create a relationship, not move products. Individuals buy from those they know and trust. Cold Calling is only meant to introduce a concept and then to help advance any notion of relationship.

2. Target Marketing. Marketing uses a term known as target market selection which is a process that assists professionals to divide the market into segments and subcultures based on buying habits to aid in focusing specifically on wants and needs. Sellers can use a similar approach. To aid in cold calling efforts, sellers can selectively target organizations and individuals by their demographic, psychographic and geographic location. Before embarking on a cold calling campaign choose 12 to 15 suspected clients by company, want, need or current event. Look for key offices and possible economic buyers of your service this will also help alleviate speaking to numerous gatekeepers.

3. Keep it Simple and Organized. The problem with cold callers is that there is a continuous spewing of information. Keep information like data- in bits. Provide content then seek affirmation and gain an action step. Then keep silent and wait for a reply. Suspects desire information that is different, helpful and provides value.

4. Follow Simple Formats. There is one simple format to allow for more successful calling. It is a simple letter with four small paragraphs.

o Do your homework, know whom you are calling and why

o Send a letter not an email before you call that focuses on a simple need

o Allow your letter to be directed at a key decision maker of your respective target group (assuming you are calling B2B). If calling B2C then the letter is directed to the individual not a gatekeeper.

o Mention something that is relevant in the news to help build a transition to a current situation that is germane to the business need. For example, “I have noted in the business press that XXYYZZ is having a tough time attracting and retaining clients while maintaining present market share. Given the added competition of the Internet and boutique firms the pressure will undoubtedly increase.”

o Offer a simple paragraph that distinguishes your firm from others and provide three to four bullets or measurable achievements for your product or service.

o Provide another simple paragraph offering the inclusion of your press kit and other relevant information.

o Close the letter with an action step, your desire to call the person at a particular time and date.

o Provide a proper salutation.

5. Create an Action Step. Always provide action steps for everything you do either in print or verbal form. Never leave up to the customer what you want done today.

6. Follow up. Nothing is worse than a seller that does not follow up on the actions created. Your decisions will be more abundant and rejections smaller.

Any new development takes some time and practice. If you want your cold calling to be more successful then attempt something new. In today’s competitive global economy it is not about working harder but smarter. Individuals desire difference and value and attempting a new routine to cold calling might just be your recipe for success.

©2010. Drew Stevens PhD. All Rights Reserved.

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Related Forum Posts
Re: What to avoid when cold calling? - At the time of Cold Calling we should avoid price increases for products and unavailability.
Re: How to develop sales contacts? - Everyone has the right idea here. Depending on your business, there are different techniques that you could use. For consultants and sales heavy businesses, there are three tactics that I have found especially useful in my business: 1. Attend Networking Events 2. Cold Calling 3. Referral Program 4. Affiliate Program (most successful) The affiliate program was successful for me, as I hooked up with a franchise consultant, and he gave multiple unit businesses that needed my credit card processing services. I highly suggest you hook up with a sales partner, and give him a cut of the monthly revenue.
Re: Direct Mail Postcards - Post cards would be really expensive to send from Japan...but one way to advertise that is not expensive from overseas is by Cold Calling using cheap VoIP equipment. I know Japan has a really good internet connection, so as long as you are willing to stay up late, it might be an option. I cold call from Thailand far, far away from any city using a CDMA wireless internet connection and have had pretty good results. I find tho, that cold calling works best for business 2 business (b2b), rather than b2c products. --matt
Re: Cold Calling - As long as people are out of jobs, you'll probably have a lot of people who say they want to work for straight commission, but if they don't get paid fairly quickly, they usually move on. We've run into that and went through about 500 people (whose resumes looked really good) until we found about 3 good resellers. People just don't want to work for anything. Or they do a good job getting the business but don't do the follow up necessary to make the sale......so they move on thinking they need money NOW. Our business requires all cold calling as well. It's really tough for people to perfect that but there are a lot of good books out there. On is Cold Calling Techniques, by Stephan Schiffman
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


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