The Dreaded Cold-Call

Making cold-calls is almost always seen as a terribly unpleasant job! If you’ve ever done any cold calling, you know you’ll hear the word “NO” or a very audible hang-up more often than not. To succeed at this sales tactic, you want a few weapons in your arsenal of skills:

1. Don’t allow yourself to be deterred by a negative response. Develop the mind-set of “what’s the worst that could happen, someone is going to tell me that they’re not interested, so what, who cares, next call.” And then it is time to move onto the next phone number and prospect!

2. Always remember cold calling is not about making the sale; it’s about creating an interest in the product you offer, and successfully setting up a second conversation or meeting where you can prove the value of that product. This first cold call gives you the chance to start building rapport, respect, and a strong relationship with this customer.

2. Have a friendly introduction ready but make sure to avoid sounding like a rehearsed advertisement! As you speak, include some knowledge you have of the prospect’s business (i.e., a recent achievement they have accomplished or goal they are trying to meet) and try to strike up a conversation.

If you are able to generate interest on the prospect’s part, then consider that a successful cold call! Whether you end up getting the sale or not, hopefully you have established a link that will aid in future negotiations. The key is to be personable, understanding, and knowledgeable in both what the prospect’s business is about and that what you have to offer that person will be extremely valuable to them!