Cold Calling is Alive and Well!

The term "cold calling" in itself is annoying. It is even worse that the only way sales trainers can adjust this is by taking the term 'cold' and making it 'warm' or 'hot'.

I pulled an even lamer move on my end and looked up the definition of "cold". The first definition that popped up was: having or being a temperature that is uncomfortably low for humans.

 

If there is any substance behind the term "cold calling" it is the word uncomfortable. That is exactly what it is. You are interrupting someones day, you are nervous, you don't want them to pick up the phone to begin with, and, on top of that, you have no idea what to say. That is why people don't like to call other people.

The other jab at "cold calling" is that is the most inefficient method of prospecting in the world. I agree. It is very inefficient and even more so frustrating. It takes a special type of person to get their nose bloody every day and keep coming back for more. It takes persistence, creativity, a positive attitude, and the ability to understand the process and science behind it.

Another observation is no one seems to focus on the ROI behind cold calling. Who cares if it takes 1,000 calls to reach 100 people that converts to 20 first meetings? What happens if those 20 first meetings filled your pipeline and added 2 net new sales for your company? What if those two sales were over $1 million each?

The other assumption is that people are busy cold calling because they are blind to other methods of finding new business. What if you're an entry-level Inside Sales Representative and your only job is to "cold call" for other Outside Sales Representatives? What if you don't live in the same territory you work in? What if your boss won't let you do anything other then "cold call"?

If your job is to make cold calls and you are looking for an easy way out - my advice is find a new job.

In the mean time, here are my tips on effective cold calling:

1. Research the Company and Person you are Calling - use LinkedIn, Google, and tools like InsideView or OneSource. Find a connection to them.
2. Understand the Goal of Your Call - is it to secure a meeting? get a referral? check the status of something? Your goal should not be to educate them on how great your company is or why your product is better than your competitors (no ones cares by the way).
3. Be Different. Be Normal. Don't use a script; use an outline. Practice it. Do not sound like robot. Be yourself. Be different. Be normal.
4. Always ask "How are you?" I can't tell you how many people say not to ask this question. I think it is the best transition in the world to get to the point of why you called.
5. Keep it Short. Don't plan to be on the phone longer then two minutes. Schedule time to go more in-depth. 
6. Speak in Their Terms.  No one cares about your company. Bring them a new idea on how you can help their business. Convey you researched their company. Talk about how you helped their competitor gain a competitive edge.
7. Have Fun. Make a joke, tell a quick funny story; even state the obvious that you're a "cold caller".
8. You Can Always Talk About the Weather. No really, people love talking about it.
9. Understand the Science Behind It. Only 10% of people will answer your phone call. That means if you make 100 calls... only 10 people will answer. If you're frustrated, check your statistics for the day, week, month, and quarter.
10. Voicemails are Reminders. Nothing more. People absolutely hate checking their voicemails. You will never get your call returned. Don't try and trick people into returning your call either. Tell them you call at another date and time or to reply to the follow up email you just sent them.

For additional resources, below are three experts that provide value, insight, and positive approaches to cold calling. I highly recommend their material:

1. Mike Brooks, Mr. Inside Sales http://www.mrinsidesales.com/
2. Jill Konrath, Selling to Big Companies http://www.sellingtobigcompanies.blogs.com/
3. Art Sobczak's, Telesales Blog http://www.telesalesblog.com/