How Frightened Are You At The Concept of Cold Calling? Why?

Cold calling. Does the the mere mention of it make you shutter? For many of you, if it does… I can almost bet you’ve never done it!

Cold calling is probably one of the most intimidating aspect of working in sales.What bothers you? Is it the rejection?

When you first started your position in sales, you evidently had a “warm market”. This warm market was your path of least resistance. Many new sales agents are often surprised to realize there is so much opportunity in their existing network.

But, unless your warm market is never-ending, eventually, you will have to rely on effort — otherwise known as cold calling.

Nobody wants to cold call forever, but this is a necessary part of business growth and development. How else are you going to grow your “book of business?”

Eventually, you will create a new “warm market” for yourself through your own sales efforts…simply by “working” your existing business.

Let’s take a closer look at cold calling and try to develop a similar approach to what the professionals use!

Cold Calling Strategies

1] This is NOT a temporary commitment — All the frustration and rejection takes a back seat when you hear your first positive response. To get to that point will take drive, persistence, and passion. Don’t make excuses for yourself or give yourself a consolation plan if this doesn’t appear to be going well for you at first. Everyone had the same doubts and fears that you do. You are not alone.

2] Your Psychological Approach — You will perform your best when you are feeling your most energized and dynamic. Negativity has a way of seeping into your calls. Don’t let it happen.

3] Reinforcement — Remind yourself you have a great product, provide a great service… and most of all have offer something that serves a specific need.

4] Industry Info — You know a lot about your business but what about theirs? Take the time to research who these companies are you are calling. Talk more about them, not you.

5] Preparation — No cold call will EVER go as you planned. Every call will have it’s unique challenges. Be prepared to overcome objections and do it naturally. I hear far too many calls whose “tone” changes at the slightest protest. You are an adviser, not an adversary.

6] Rehearse — The first 20 seconds of a call are the most crucial. That is all the attention you will receive… and you better make the most of it. If your job is to get appointments, let that be your focus — meaning you don’t have to “sell” someone on an idea before you arrive. And never give the caller an “out” by asking something to the effect of: “Is this a good time?” There is never a convenient time. Many customers are so programmed to be so contrarian, they lose out on the value of why you called in the first place. Engage them.

7] Ask For the Business/Appointment — Restate your closing after overcoming each objection: “As I mentioned, Mr. Jones, I do have an appointment in your area next  Wednesday. What would be a better time to stop by, 1:0op. or 3:00p.?” I’ll ask it 10x if I have to.

8] The Gatekeeper — I understand that many business owners are solicited throughout the day. Many admins/secretaries are scolded for letting a salesperson get to them. You are going to have to develop an approach to overcome this. It’s the very nature of business culture.

I, for one, think the concept of (over)insulating one’s self from business to business marketing is ridiculous. Many businesses would actually benefit from the diverse amount of services in the market. The competition in itself is always striving to be more cost effective. Why hide from that?

9] Grind — Eighty percent of new sales are made after the fifth contact, yet the majority of salespeople give up after the second call. Follow up and keep calling. Persistence pays off.

10] More Dialing Please! — Many salespeople have the tendency to do all their administrative tasks first throughout the day. This is NOT making you money. Nor is responding, in detail, to non-essential e-mails. Make those cold calls!

11] The initial response is always going to be no! — Sure, cold calling is a number’s game. But, if your calling is based on finding the least resistance, you will never be successful. A successful sales person can persuade and influence.

Does that sound like you?

Reflection

Do you cold call now or have you done so in the past? What was your experience?

Why is it such a challenge to transition someone into a commission-based environment? What is it about cold calling that frightens people?