Guide to Cold Calling Success

While many professionals avoid cold calling, it can be highly successful if approached with the proper attitude. In cold calling, the goal is to get appointments; to arrange to be face-to-face with someone who might spend money with you. Sales research proves more phone time and face time with qualified prospects equals more sales.

Here is a step-by-step guide to cold calling success:

• Escape the fear of rejection. Any rejection is a rejection of the interruption your phone call represents; not of you personally. Some prospects may have been burned by cold callers and telemarketers in the past, so don’t take their coldness personally.

• Don’t be cold, tough or pushy. Take a “clean heart position”, and approach the calls with a sincere desire to see the prospects get what they want, whether or not they get it from you. You’re in business to be of service. Always be sure to thank prospects for their time.

• Create the optimal structure for the call. Once prospects are on the phone, pique their interest by saying something provocative, and asking questions designed to reveal challenges they may be facing. For example, explain the call is to discuss ways to help the company acquire more new clients this year than ever before, and then ask if, indeed, adding new clients is a priority. Or, say the call is in regard to getting better control of employee travel expenses, and then ask if the company’s travel expenses are high.

• If necessary, leave an enticing voice mail likely to interest the prospect and encourage a call back. Try to match your volume and speed to that of the prospect’s outgoing voice mail message. The last word of your message should always be the prospect’s name, not “goodbye.” For example, “Ms. Jones, this is Lenann Gardner, and I’m calling because I’d like to speak with you about how your firm can acquire many more new clients this year than in any year before. This will take only a few minutes. Please give me a call at (505) 828-1788. Again, this is Lenann Gardner at Gardner Consulting, and my number is (505) 828-1788. Hope to speak with you soon, Ms. Jones!”