The Lost Art of the Cold Call
Nobody said it was easy, but with the right approach, cold calling can still provide a major boost to sales. Here are five ways to make it work for you.
1. WARM IT UP
Knocking on doors unannounced or blindly dialing down a call list may have worked in the pre-Internet era of selling, but nowadays those strategies likely won't get you far. Before you start calling, it's good to know some basic information about your prospect. "A totally 'cold' sales call today should be a thing of the past," explained Gregg Emmer, vice president and chief marketing officer for Kaeser & Blair Inc., Batavia, Ohio. "A 'warm' call is more appropriate. All the alternative communications methods provide a reasonable resource to find out about businesses before you show up at their door. Even a little information conveys to your prospect that you are interested in doing business with him, not just business in general."
- People:
- Gregg Emmer
- Rick Greene
- Places:
- Batavia, Ohio
- California