12 Rules For Cold Calling
Despite rumours to the contrary, telephone cold-calling within the B2B sector, in my opinion, is very much alive and kicking in the 21st Century. Some calls maybe โwarmerโ than others but speaking to a prospective client in order to obtain a sales appointment still remains key for many businesses.
For the sake of clarity, Iโd like to highlight these definitions:
Cold Calling: Speaking to an individual in a firm youโveย neverย called or met before, in order to arrange a sales appointment with a buyer.
Prospecting: Gathering information from a company youโve never previously contacted. (The internet may not provide all the answers and frequently doesnโt!)
Warm Calling: Ringing in order to fix up an appointment with someone youโve previously met or had been introduced to.
Telemarketing: A generic term which covers the above.
Telephone canvassing: Akin to prospecting.
Cold Canvassing: A term that usually means door knocking in order to gain information or an impromptu sales appointment.
Tele-sales: This is where office based sales people are targeted to sell products or services over the phone โ not be confused with cold-calling.
Depending on your particular industry, cold calling ought to be undertaken every day. Many sales professionals set aside at least two half-day sessions a week for this activity.
So here are my 12 ways to getting an appointment:
- Pick up the phone! You wonโt get it any other way.
- Remember you are not selling a product or service โ youโre just making an appointment.
- Dealing with the gatekeeper is usually straightforward if you get them on your side. Talk to them like an intelligent human being โ they usually are! If you make a friend of them youโll find they help you.
- Smile when you say โhelloโ at the beginning of the call โ theyโll hear the smile and that opens lots of doors!
- Always offer alternative appointment times, rather than asking when you can meet. e.g. โWould Monday at 3 or Tuesday at 10 suit you better?โ
- When they ask for information by post or e-mail, say โIโm happy to bring all our material with me, however, I donโt want to send you a huge package. First, Iโd like to have a chat with you to see if there are any common areas that we can explore.
- If they say โIโm too busyโ, sympathise. โYes, I know exactly what you mean, Iโve been working silly hours too. However, I think this could save you some time. With both of us so committed, would you prefer to leave it until next week.?โ
- If you get โwe donโt have have a budget for this sort of thingโ, respond โI understand that but Iโd still like to have a chat so you know whatโs available/possible for your next budget.
- If they say โIโm not interestedโ, use the opportunity to get some feedback. Ask them. โThatโs fine, but could you let me know what the issue is that is concerning you so that I make sure I address that in the future?โ
- Be careful not to patronise. Be friendly, be genuine and believe in yourself and your product or service โ the belief will come across.
- Even if you get a โnoโ at the end of it, send them a note, postcard, e-mail saying โthank you for your time, I hope we get a chance to talk again at some timeโ. Send them another note or call again in 2-3 months time. After 4-5 calls they will think they know you and will be much more likely to agree to a meeting!
- Success comes in Canโs not CantโsIโd also like to add a thirteenthโฆ.when calling try to sound natural and authenticโฆand donโt browbeat your customer into an appointment!
Jeremy Jacobsย is theย Sales Rainmaker.
Originally publishedย here.
1 thought on “12 Rules For Cold Calling”
Excellent set of rules, Jeremy.
I quite agree and have a few more I could add too.