Secrets to Cold Call Success

Talking with other business owners and entrepreneurs, the topic of cold calling comes up often. Many owners or inventors just don’t like to make cold calls. Some feel that it requires a “sales” personality or mentality – whatever that is. Others fall into the “I know I should do it, but I hate it” category. Regardless of your opinion or past experience with cold calls, they are essential to marketing your small business. And you should do them yourself if you want to maximize the benefits.

Here are a few tips that will help make this process easier and more effective. After all, selling something is the whole point right?

* Mindset. You have to decide that your efforts with cold calling will pay off. Embrace the opportunity for what it is – a chance to connect with someone who is in a position to purchase your products or services. Isn’t that great? Isn’t that what you want – to talk to someone who will buy?

* Prepare. Have a list of people/businesses and do a little homework. Now, I didn’t say make this a 30 day project. Some people love this step because they feel like they are making progress without ever making a call. Your calls will be more effective if you know a few facts about your prospect. For example, if you know the florist has 2 locations and is family owned ask about that. You can incorporate what you learned as part of your conversation. For example: I called you specifically as the owner of the ABC auto shop since my company specializes in accounting for sole proprietors.
Have 2 or 3 facts handy so the person you are talking to knows you took a few minutes to research them and their company and you aren’t randomly calling out of the phone book.

* Set aside time for cold calls. In the beginning, I suggest you call every work day. Putting it off is too easy and breaking it into manageable steps works. I set a number of calls or contacts I want to reach. If you are just starting, just use a clock or timer. Set it for 20 minutes and start calling. Every day. Eventually, this will be a normal part of your routine and will seem as natural as checking your email or sending out an invoice.

* Practice – call a friend or business associate and ask them to act as the client. I know this seems silly but it works. I have practiced cold calls with my husband, family members and good friends. It takes the fear right out of you and the actual call will seem easier than the practice call!

* Now, the call itself. First, relax and smile. Really. People can tell if you are smiling over the phone. Have a short text ready with your “go to” lines. That way, if you get a little stuck or nervous you’ll have a few pointers to get you back on track. Introduce yourself and start asking questions. Get your prospect to open up a bit. This will allow you a few minutes to get to know them and it will help make the call more conversational which is what you want.

In my next post, I’ll talk about your “script” or notes that will help your calls stay on track and increase your effectiveness.