I have always hated cold calling. Now that I am enrolled in a sales training program through TrustPointe, I still hate cold calling, but I understand it is something, as a small business owner, I need to do from time to time.
In this article from the Harvard Business Review, Steve Richard outlines four tactics which will increase your cold calling success. He suggests:
- Get the direct line of the person that you are cold calling.
- Separate your cold calling into two activities: prospecting to find the right person, and call blitzing to get that person on the phone.
- Know the difference between persistence and annoyance.
- Utilize online resources
To this list I would add a few things I learned from Matt Nettleton, at TrustPointe
- Have a script. You don’t have to stick to it, but have a plan for the call which is designed to help you identify pain points, and create a reason for the prospect to WANT a longer conversation
- Allow the prospect to DECIDE on the next step. You control the choices you offer, but when they decide, they are more likely to follow through to the next step.
- Make cold calls even when you don’t feel like it. This is probably the best advice, I don’t always follow it, but I am always glad when I do!