Show me a person who says cold calling is dead and I’ll show you a person with cold calling anxiety!

Sure, it’s hard to think of cold calling as a positive experience since rejection is the most common response you get. But you can take a lot of the pain out of calling simply by being prepared. Consider these strategies.

Start out by crafting a compelling opening statement, and practice it. Think of compelling reasons why your prospect should want to talk with you, and use those reasons in your opening statement. You have exactly one opportunity to make a great first impression and the way to make it a great one is to be prepared.

Don’t just craft one opening statement, build several opening statements for the different scenarios you might face (e.g., catching a decision maker without a screen or gatekeeper, catching a decision maker “on their way out the door”, delivering the opening statement to a screener or gatekeeper who insists on knowing “what it is in reference to?”, for voice mail, etc.).

After you’ve created your opening statement, write out possible objections and your answer to them. Than create a checklist of the vital information you want to discuss, and review the list before you make your call.

Keep all this information next to you as you prepare to pick up the phone. As you move forward into the conversation try focusing on educating your prospects, helping them identify problems, and the cost of the problem. Lay out the benefits of your product or service and how it relates to their problems.

In most cases, your goal is to generate enough interest from the prospect on the phone to give you an opportunity for a face to face visit to see how your services might fit into their environment.

If a prospect stalls by asking you to mail information, set the stage. “Let me ask you a few questions so I can send information that’s relevant to your situation. If you like what you see, can we get together next week to discuss it in more detail?”

Effective cold calling requires research, preparation, thoughtful consideration and just as importantly, follow up. Stay vigilant and don’t lose sight of your prospect. Remember that eighty percent of new sales are made after the fifth contact, yet the majority of sales people give up after the second call.” If you aren’t thinking past the first call, your cold calling efforts will be diluted significantly so be sure to have a contact management plan in place for each prospect and start developing your sales pipeline.


~ by Grande & Associates, LLC on September 7, 2011.

2 Responses to “Show me a person who says cold calling is dead and I’ll show you a person with cold calling anxiety!”

  1. Articles like these put the consemur in the driver seat-very important.

  2. Your asenwr was just what I needed. It’s made my day!

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