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Article 7: Cold Calling Tips
Cold calls, as the phrase implies, are the opposite of hot leads. The person called doesn’t know caller and wasn’t expecting the call.
It’s tougher even than buttonholing passersby on the sidewalk, where at least you can offset the stranger factor with a smile, professional attire or other visual aids.
Cold calls usually develop leads, not sales. Cold calls require high-volume effort, but have low success rates. Nevertheless, they remain a staple for many industries and work well enough to continue the practice.
If you do your own cold calling, there are rules to maximize success, according to Pam Lontos in her book and tape series “Guerilla Tactics for Streetwise Selling.”
Here are nine of her suggestions, “Guerilla Tactics for Streetwise Selling”:
Set a definite number of calls to make each day. Set a definite time period to call each day. Check on the best time to call different occupations, businesses, etc. Expect to arrange a definite number of interviews during each telephoning session. Complete all calls that are on your list during each telephoning session. When you obtain an interview, dial another number quickly . . .You are closer to another appointment immediately after having obtained one than at any other time. Don’t make an analysis of your calls during the telephoning session. Make your analysis after the session. Schedule appointments for every Monday during the following weeks . . . so you don’t procrastinate. During slow sales hours, schedule appointments in advance for productive times.
In addition, work from a script, or at least an outline. Include written responses to common questions so you don’t skip important points or get stuck for an answer.
Smile while speaking into the phone. It really does project a friendly tone. Don’t ask questions that can be dismissed with a “No,” unless the “No” opens another planned line of inquiry.
Work from a qualified list. If you don’t have the name of the person you need to reach, ask for it.
Cold calling is a numbers game. You may strike out 99 times out of 100, but if one lead results in a sale and it’s profitable, it’s worth the rejection.
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