The Dreaded Cold Call....Warm Up to It, it Works

It is always considered the worst part of sales, for all but the definitive pro, who understands the enormous power of such a strategy.

It is the lifeblood of any non-branded, under advertised product or service business. Without a brand or an ad program to drive business to you, there is no magnet, no incoming pursuit, thus, no marketing and no growth; just a few, new sales.

The only remaining program that works then is the 'go out and get them' program. It's pro-active. Go out and get them, bring them back alive.

What's the problem with this? Why is it disliked and done as a last resort? There are lots of rejection and little acceptance. But realize that every new customer gained is new life blood and a customer you may have never gotten without such an effort. As well, if done effectively, the cost of acquisition is quite reasonable.

So clearly, business that comes to you via word of mouth is very valuable, but seldom enough. Business that comes from referrals is also very valuable but also seldom enough. Repeat business, a terrific source of revenue and a true indication of success is good but never enough. New business is the key to growth and development and direct cold calling is where the rubber meets the road. Old school, yes, but it works in the hands of the right salesperson.

First, it requires training. The 30-second lead in, the elevator speech, is critical for success as you have about that long to attract attention and get into the sales pitch. It must be developed and be delivered naturally and effectively. Create one; train your men to use it.

It is hard work, thus, there needs to be preparation, daily, before anyone launches into a cold call implementation:

1. It is best if there can be some profiling, information about the target that either arms you to know more about them and, thus, create a conversation that makes sense to the recipient or perhaps even qualifies them slightly so the hit rate increases.

However, a blind call works fine.

2. There is always something to be gained from every call. Even if the gate keeper prevents access to the bona fide decision maker, you may get the email address and, thus, be able to follow up; you may gain critical information to determine whether or not this may become a bona fide lead. Do not waste the time and effort, get what you can out of each call, store the information. It is true that it may require many passes before a potential client becomes a purchasing client, do not waste the effort, you are now one call closer to success. Gain as much information as you can even if not speaking with the decision maker. Use a sales data base program like Act.

3. Have a mailer, e-mailer, and faxed item ready and use them once you have made contact. Have a 'thank you for your time" note for the person you spoke with as you may speak with him/her again. Make a positive impression, your next call will not be so cold.

4. Do not make stuff up, and tell the gatekeeper he was expecting the call, or wants this information. Be truthful always.

5. Call and call again. It's a matter of numbers, make enough calls and you will get results, make too few calls and you will not get fewer results you may get no results at all.

6. Every person willing to continue the discussion is a sale waiting to happen; it is a gold nugget, waiting to be farmed. Your job is to cultivate and pick. Be patient, it takes many calls.

7. If you reach a decision maker set up specific actions, such as call backs, mailing of information, whatever is appropriate; do it precisely as committed. This creates credibility and reliability and, thus, improves your chance to close. Building trust is a pre-requisite to creating sales.

8. Every week's schedule should include some meaningful cold calling. It creates new business, the lifeblood of growth, development and success.

9. There must be overview, and record keeping. Because of the challenge, a direct call program must be managed and watched over and information as to how many calls made and how many decision makers reached and how many responses, etc., and eventually how many sales or appointments. This information is critical for two reasons, it creates manageable benchmarks, key indicators to determine ongoing success, and it helps the men achieve personal success in a tough program, by helping them hold their edge.

Cold calls are the king of getting new business if done effectively and managed properly. The best part of it is that it does not require a superstar; an average sales person can achieve success in such a program.

Make cold calling a part of your marketing plan. In this down economy, it is a critical component.

Not everyone can do it, but then not everyone can be a salesman. It does not take skill; it only takes perseverance and follow through. It can be done successfully with guidance, direction, commitment and tenacity.