The Lost Art of the Cold Call
Emmer suggested doing thorough research on prospects and learning everything from the size of the business and its ownership history to its customers and competitors. "Talking intelligently about the prospect's business on the first meeting almost guarantees a second one," he noted.
2. KEEP AT IT
Most sales approaches require frequent follow-ups before a handshake happens, but cold calling is a true test of sales stamina. According to eLearning website ej4.com, just 2 percent of sales are made on the first contact when cold calling. The number slowly increases from there, with 80 percent of sales coming on the fifth to twelfth contact. That's a lot of work for one sale, and it's complicated by the fact that 44 percent of sales reps quit after one "no." Greene's advice? Keep calling.
- People:
- Gregg Emmer
- Rick Greene
- Places:
- Batavia, Ohio
- California