Success Formula for Cold Calls

Cold Calling
••• Getty Images / Chris Ryan

Making cold calls can be frightening, especially when you are first starting out. Below are some techniques that will help you in becoming more confident before you pick up that telephone.

  • Step 1: Be familiar with your company's unique selling point. What are the benefits of what you have to offer? Know these benefits inside and out. Why should a prospect choose you? What will the outcome be of a company that does choose you? Will they increase effectiveness, productivity, or revenue by using your services or products?
  • Step 2: Identify the right prospects before your call. Don't just select random telephone numbers - make sure what you have to offer is of interest to those that you are calling. Do they fit in your target market? Know their fears, frustrations, values and decision criteria.
  • Step 3: Before making the call warm up to the prospect that you are courting. Find out as much as you can about that company. Before calling become familiar with their pain points. Be ready to present to them how your product or service can ease their struggles. This approach will let them know that you are interested in adding value and assisting them, not just making a sale.
  • Step 4: Approach every call with the following question in mind "How can I create value for this company?" It will ensure that you listen to the prospect. Give a brief introduction of your company and the benefits that you offer, ask questions, then shut up and listen. Do not interrupt; listen intently and ask relevant follow-up questions to clarify or acknowledge what they are saying.
  • Step 5: Write a script, but don't read it. If you are nervous and want to make sure that you don't forget the benefits that you offer and the questions that you want to ask, take a few moments and write a script or outline that will help you.

Tip 1: Send out a personalized letter that introduces yourself and informs the prospect that you will be calling on a certain day. It takes the chill out of that first call - just be sure to follow up promptly.