8 Truths About Cold Calling
Many sales professionals have beliefs about cold calling that are dead wrong. What is true? What is a myth?
By Wendy Weiss, The Queen of Cold Calling™
1. Prospects will take calls.
Stop worrying that your prospects do not want to speak with you. If you have done your due diligence and are able to speak intelligently and articulately about your offering, most prospects will be more than happy to listen to what you have to say. Side note: Prospects will also return phone calls and/or respond to emails if you have done your due diligence and have something compelling to say.
2. A lot of times, they say “yes.”
This is true.
3. They are not too busy.
While your prospects will certainly be busy, (everyone is) if you have done your due diligence and are able to speak intelligently and articulately about your offering (see #1 above), it is simply a matter of negotiating when that prospect has time to speak with you.
4. They are not avoiding you.
The level of paranoia exhibited by some sales professionals is truly fascinating. Why should your prospects be avoiding you? They don’t even know you.
5. If they have a vendor or supplier, bingo! They are a qualified prospect.
Yes. If you speak with a prospect who says that they are already working with someone, that means that this prospect buys what you are selling. You know, if you did not before, that you are now speaking with a qualified prospect. They not only understand the value, they also have a line in their budget for it.
6. You will know what to say if you do your due diligence ahead of time.
The question you want to ask yourself before you get on the telephone is: “Why should this prospect be interested?” Don’t call your prospect until you have the answer. Then, make sure to lead with that answer. That “why” is the reason that a prospect will want to speak with you.
7. High-level decision-makers are usually very nice and quite willing to speak with you if you have something of value to say.
The rule is to always call the highest-level person that you believe is the decision-maker. That person either will be the decision-maker or they will know who is. Many sales professionals, however, call lower level managers and/or coordinators, rather than the C-suite and/or Directors or Vice Presidents, believing that the call will be easier. The reverse is actually true. People with power are generally much nicer than people without power.
8. Cold calling is a communication skill and, like any communication skill, it can be learned and improved upon.
It is up to you to educate yourself. Read books, listen to audio programs, attend webinars or live seminars, talk to colleagues, hire a coach… Do whatever it takes to gain the skills that you need to be successful.