Cool calling

 I am an advocate of cold calling.  Cold calling IS necessary in today's uncertain, competitive climate. To rely on warm leads aka referrals is simply unrealistic. My cold calling techniques change based on who/what I am targetting, but I'll try to give you some ideas on how to tackle it and take the COLD out of CALL:

1) INTERVIEW  existing satisfied customers

• Your best source of informaton is already using your services
• Take the stance that your are new and interviewing them
• You'd be amazed how many time you hear from them how nobody else has taken the time to ask
• They may ask you why you are doing this, and end up offering referrals
• They will want you to succeed now that you've taken the time to understand their success
• Don't forget to ask for that "testimonial"
• Make sure you put some of those quotes on your website
• Ask for examples of ways your company/service/product has helped them
• Use those as "case studies" on your website on how you solved business issues

2)  NARROW your targets

• Visit website, pay special attention to company announcements, "in the news" areas

3) PERSONALLY visit prospect's office/place of business

• Hand business card right away - Be upfront about who you are and state that you are just doing research or there to ask questions
• 9/10 times the receptionist knows more than anyone what is going on in the company
• Be respectful of the gatekeeper, their time, be pleasant, avoid sales pitch, be confident
• Use their nametag or nameplate or ask for their name, people are always more receptive if they hear their own name
• Observe if they have to take calls, are hurried, act accordingly
• Go with the attitude that your objective is not to sell something TODAY
• Be honest:  you are there to drop off information and confirm your information/contact
• Ask questions in an interested, non-threatening manner
• Observe (i.e. Trade Magazines) and/or gather material ( i.e. Annual Reports
• Share some of the information you've gathered  to create comradery
• Confirm point of contact -- where so many reps fail -- another gatekeeper is not who you're looking for -- ask very specific who makes the "decision" for your product/service is helpfu

4)  Have a MARKETING kit with you

• A flyer is not a marketing kit
• No need to have a letter
• Information on your company

5) Give kit, saying you want to drop it off in advance to follow up with whomever is in charge of what you're looking for, asking for confirmation whether it is the person you sourced -- specifically ask for a business card, if not, their full name, title, telephone and e-mail

6) E-Mail contact that you're following up the package that you left off because you appreciate how busy they are and respect their time, what you want to share (remember 1?  share those stories or how you helped them)... then say  you will follow up by telephone at a certain time to arrange a meeting.  If you haven't been able to access e-mail, resort to snail mail ... except hand write the envelope (greater chance at it being opened) and mark it CONFIDENTIAL.

7) CALL them at that time (don't fail at this)
 

8) They may be EXPECTing your call or ready to refer you down the ladder.  This depends highly on how you've done so far.  Sometimes there is someone else that does make that decision.  If they have a subordinate, you want them to refer you down the ladder.

9)  If they are REFERRing you down, confirm that they will be passing your package over to that person.  Also ask when would be best to follow up, if you can push your luck ... have them tell that person you will be calling at a specific date or time.  They may offer to have them call you back (best).
 

10) They may AGREE to meet with you at that point or ask you what your value proposition is over the phone.  The higher up you are, the more direct they are because they despise people who waste their time or can't help them.  Remember 1 again?  You can clearly articulate  your value proposition (solve their business need, fix a problem, give them insight,  etc.)
 

11) The  person who has been "topped down" will  meet with you because their boss handed your package to them, told them you would be calling or have them calling you (best).  This all points to a direct request from the boss.
 

12)  If you get their voicemail:  State who you are (you don't have to say company), that you are following up after leaving information with *insert name* to pass on and that as promised you are calling  to schedule a brief 20-30 minute meeting (if you ask for more, you're nixing your chances) to share ideas that will improve (what benefits have you come up with?).  If you have to call two or three times, don't worry.  Keep reinforcing that you are following up, what your benefits are, and also express empathy for how busy they are after the 2nd or 3rd call.  I spend more time on this on my other Blogpost:  "How many times do you call?"
 

13)  Up until this point, you really haven't even attempted to sell anything.  You're objective in cold calling:

•  Pre-qualify (have a general idea they will benefit from your "pitch")
•  Confirm who the decision maker is (not another gatekeeper)
•  Create enough interest that they will agree to meet with you

There are several steps in cold calling.   There are numerous hypothetical situations that haven't been addressed.  The point is, statistically most sales people give up after one drop in or telephone call, maximum three at most.  That is why only 20 percent of all sales people are successful.  The other 80 percent won't bother to even follow up, want a magical formula to guarantee results or may just be too lazy. 

I will share my biggest secret for free:  The attitude is about having FUN!   Imagine you're a bumbling inspector or searching for the key for endless wealth.   Your finesse will come from practicing, failing, trying a new approach, failing, trying something else, failing ..... THEN  noting what has worked and why.

If you want to give up after 3) you may want to reconsider your occupation .... because treasures can only be found after DIGging!