How to cold call the RIGHT way

If you're in sales and you're finding yourself stuck in a rut while trying to win new business, try applying these tips and soon you'll see your win rate skyrocket!

Instructions

Difficulty: Moderately Challenging

Things You’ll Need:

• An upbeat, articulate 'phone' voice
• A pen and paper for taking call notes
• A Contact Manager like Outlook, ACT! or Goldmine
• Thick skin (rejection is inevitable!)

1. Qualify your prospects BEFORE the call!
   
   With the B2B sales lists available these days, it's easier than ever to find qualified, confirmed prospects to call on. Be sure you have up-to-date and accurate information on the people who will be receiving your call. Some popular vendors of business lists include hoovers.com and infousa.com.
   
   Although these lists come at a cost, it's well worth the money and will save you much time and headaches by not requiring you to qualify your prospects on the call.
2. Write a short script including the following key components:
   
   1. An introduction - example: "Hi, (prospect first name), my name is (your name) with (your company). How are you this morning/afternoon/evening?"
   
   2. A one-sentence explanation of why you're calling. Make sure it includes a brief benefit statement about how you can help them - example: "I'm calling you today because I can help save you 25% on your recruitment costs by using our job posting service."
   
   3. A question to engage the prospect. Be sure it's OPEN ended, not closed ended - example: "How does that sound to you?"
3. Make the call!
   
   Don't worry about following your script to a 'T'. Business conversations are bound to go in more direction than one and you should be prepared to answer any questions the prospect might ask about who you are, who your company is or why you're calling them.
   
   Finally - ALWAYS, ALWAYS, ALWAYS establish a next step for staying in touch! This could be a follow-up e-mail, a set appointment or some other form of communication to ensure that you don't lose touch with your new lead.

Tips & Warnings

• Make meticulous notes about your potential buyer and schedule follow up calls or e-mails into your contact manager.
• NEVER try to close the deal on the first call unless you are targeting consumers and are selling a relatively turnkey product.