How-To Articles

How to Successfully Cold Call

The mere thought of cold calling makes many people?s stomachs turn. It?s a difficult and nerve-racking experience that takes courage, confidence and thick skin. The reality of it, however, is that if you want business, you?re going to need to go after it yourself. Cold calling, when done properly, can help you do that. Here are some tips to successful cold calling.

1. Research your prospects and their industry.
   You first need to target your calls to the right audience. Find the people who are most likely to buy from you. Then once you know who you'll be calling, thoroughly research the potential buyer and the industry. Being able to talk about your prospect?s business and needs will give you a huge advantage.


2. Prepare an opening sales statement.
   By organizing your thoughts before you call, you'll avoid common mistakes and be able to get straight to the point.


3. Customize your delivery.
   Once you have a solid framework, you should alway's fine tune it to fit the audience. Every prospect has special needs and preferences, so make sure that you?re focusing on the individual.


4. Warm up before you call.
   Though it is called ?cold calling,? it helps to warm up before you call. Run through your opening statement in your head or out loud. Anticipate potential questions. It can also help to warm up your prospect by sending out preliminary materials like fliers or brochures. That way when you call, your prospect will already have some context to what you do.


5. Be nice to roadblocks and gatekeepers.
   To get to the actual decision makers, you often have to pass through others first. If you become frustrated or rude with them, your chances of reaching the top of the food chain greatly decrease. Be friendly and patient, and they just may become your allies.


6. Focus on the right goal
   Cold calling isn't necessarily about making a sale right then and there, although that would be really great. More than anything, it?s about generating interest so that you can make a sale further down the road. So don?t focus on pushing the sale; instead focus on showing value.


7. Practice makes perfect.
   As is the case with most skills, the more you do it, the better you'll be at it. So keep plugging away and don't be discouraged by rejection. Even the most seasoned sales people face a whirlwind of rejection before they spark any interest.