Is COLD CALLING really necessary?

Cold calling is always necessary in any times, any industry, any target company size. The how/what/where is the gem.

I consider "cold calling" active, personal research. You can uncover potential clients or opportunities that you would not otherwise find, unless you do.

Most people are afraid of sales because they strongly align it with "cold calling" .... yet it is active/personal research on ways of gaining customer intelligence. You can collect Annual Reports, etc.

In a world where we (I include myself) can easily hide behind e-mail and social media ... seeing a live person is compelling. I don't think "gatekeepers" are interrupted as much as many would think by salespeople pitching their wares ... unless they're selling cookbooks or copiers.

If you approach cold calling with a fun attitude that it's an adventure - you're on a scavenger hunt, looking for hidden treasure. The pirates are the "gatekeepers" guarding the treasure.

What is QUALIFICATION in sales?

It's that old selling example of selling ice to an eskimo.

I say the eskimo has not been qualified appropriately. If you "qualify" the eskimo, you would ask him where he plans to put the ice, how he plans on using it, and if it is going to be in his igloo how long does it have to last? Does the eskimo have to discuss the purchase of ice with someone else or does he have the coins in his pocket? You may also want to ask how often he needs ice (determine pricing and/or future opportunity)?

Through the qualification process -- which is asking a ton of questions -- it comes down to patience and commitment to uncover the real need or opportunity.

If I were to sell ice to an eskimo, I'd end up selling a refridgerator!

Yes, it would have been much easier and quicker to sell him ice, which would mean I did my job. Yet, if I ended up selling him a refrigerator, he'd be much happier, most likely refer me to other eskimos who have only thought of buying ice, and I'd end up looking outstanding!

To me, it isn't rocket science -- it results from clear qualification.

How many TIMES do you CALL?

Many of us sales types start to wonder if we're being annoying and that's why we're not getting calls back from our calls. So how many times is too much?

I don't think there is a clear cut answer, yet I know statistically, 85% of all sales reps give up after the 1st call ... yet most opportunity happens after the 5th call!

If it isn't working, try some new approaches:


1) Change it up
2) Be explicit about why you are calling or why they should call you back
3) The higher you call, the more compelling their reason to call you back should be
4) Script Option: I appreciate how busy you are ... I will call back at such a such time (the earlier the morning the better)
5) Script Option: If I am calling you and you are not the appropriate person I should be speaking to, I would appreciate if (i.e. your assistant) or you get back to me with the appropriate person's name (I've done this, and then it looks like you've been referred top-down)
6) ALWAYS have a reason for your call and a reason WHY they should talk to you
7) Research: The best time to call a prospect is between 8:30-10:30 a.m. yet most people believe it is just after lunch (which is the worst time)
8) Research: The best day of the week to call someone is a Thursday
9) If I were to leave you a message saying I'm calling about life insurance (no, I don't sell that .... but who doesn't get a lot of those calls?) ... you'd automaticly delete me ............. but if I were to call you to say I have important ideas on succession planning that have proven successful with other executives like you (specific name dropping is always better) ... would you take that call instead?

Once you've developed strong relationships with key decision makers, they will want to help you be successful because in essence you've helped them in some way. Go ahead and ask them how many calls they get and which ones they answer and why?

Many times you will discover that they get a ton of calls/e-mails a day so they all start to sound the same. Yet disciplined decision makers also realize that they can gain the best information from their "circle" or go to to solve a problem. They hardly want to pass up an opportunity to learn ways to save money, save time, ease pressure, solve problems. If you can "hit" that note in your voicemail or message, you may be more likely to connect.

Here are some ideas to give you incentive to keep plugging:

i. Remember, they're busy. Yes, many are intentionally ignoring you. Many more are simply to busy to answer every call/e-mail they get.

ii. Keep in mind, that many decision makers become cynical after dealing with sales people who over promise and under deliver

iii. Try sending a introductory letter so that you can carefully lay out what it is you are offering, how you've helped others, and when you will call to set up an appointment to share your ideas in depth

iv. They're counting on you to give up after the first or second call