The Dreaded Cold Call… Warm Up to It, It Works.

Cold calling. It is always considered the worst part of sales for all but the definitive pro who understands the enormous power of such a strategy. It is the lifeblood of any non-branded, under-advertised product or service business.

Without an established brand or an advertising program to drive business to you, there is no magnet, no incoming pursuit, thus, no marketing and no growth, just a few new sales here and there. The only program that works in this case is the “go out and get them” program. It’s proactive. Go out and get them, and bring them back alive.

What’s the problem with this? Why is it disliked and done only as a last resort? There is a lot of rejection and little acceptance. However, realize that every new customer gained is new lifeblood and a customer you may have never gotten without such an effort. Additionally, if done effectively, the cost of acquisition is quite reasonable.

Clearly, business that comes to you via word-of-mouth is very valuable, but seldom enough. Business that comes from referrals is also very valuable but also seldom enough. Repeat business, a terrific source of revenue and a true indication of success, is good but never enough. New business is the key to growth and development and direct cold calling is where the rubber meets the road. Old school, yes, but it works in the hands of the right salesperson.

First, it requires training. The 30-second lead in, the elevator speech… it is critical for success as you have about that long to attract attention and get into the sales pitch. It must be developed and be delivered naturally and effectively. Create one and train your sales team to use it.

It is hard work, thus, there needs to be daily preparation. Before anyone launches into a cold call implementation:

1) It is best if there can be some profiling to obtain information about the target that arms you to know more about them and create a conversation that makes sense to the recipient, or perhaps even qualifies them slightly so the hit rate increases. (However, a blind call works fine.)

2) There is always something to be gained from every call. Even if the gatekeeper prevents access to the decision-maker, you may get the email address and thus, be able to follow-up. You may gain critical information to determine whether or not this could become a bona fide lead. Do not waste time and effort; get what you can out of each call and store the information. It is true that it may require many passes before a potential client becomes a purchasing client, but do not waste your efforts, you are now one call closer to success. Gain as much information as you can even if not speaking with the decision-maker. Use a sales database program like ACT.

3) Have a paper mailer, e-mailer, and faxable item ready to use once you have made contact. Send a “thank you for your time” note to the person you spoke with as you may speak with him/her again. Make a positive impression; your next call will not be so cold.

4) Do not make things up, e.g. telling the gatekeeper he was expecting the call, or that he requested this information. Always be truthful.

5) Call, and call again. It’s a matter of numbers. Make enough calls and you will get results. Make too few calls and you will not only get fewer results, you may get no results at all.

6) Every person willing to continue the discussion is a sale waiting to happen… a gold nugget, waiting to be farmed. Your job is to cultivate and pick. Be patient, it takes many calls.

7) If you reach a decision-maker, set up specific actions such as call backs, mailing of information or whatever is appropriate, and do it precisely as committed. This proves credibility and reliability and thus improves your chance to close. Building trust is a prerequisite to creating sales.
Every week’s schedule should include some meaningful cold calling. This creates new business, the lifeblood of growth, development and success.

9) There must be overview and record-keeping. Because of the challenge, a direct-call program must be managed and watched over. Information about how many calls are made, how many decision-makers reached, how many responses are received and eventually, how many sales or appointments are made, should be monitored and analyzed. This information is critical for two reasons: It creates manageable benchmarks, key indicators to determine ongoing success, and it helps the salesperson achieve personal success in a tough program by helping them hold their edge.

Cold calls are the king when it comes to getting new business if performed effectively and managed properly. The best part is that cold calling does not require a superstar; even an average salesperson can achieve success in such a program.

Make cold calling a part of your marketing plan. In this down economy, it is a critical component.

Not everyone can do it, but then, not everyone can be a salesperson. It does not take skill, it only takes perseverance and follow-through. It can be done successfully with guidance, direction, commitment and tenacity.