You only have one chance to make a first impression. Cold calling for me involves direct contact with the customer and after almost ten years of selling I can tell you that over half of my business has been achieved from cold calls.

The list of "what not to do" can be different dependent on the industry, but there is a generalized overview that can be applied across the spectrum.

1. Don't walk in uninformed.

This is your future customer. Know what they buy and who they are buying it from and what your company's equal match is. Have a vision of how you are going to help their business grow?

2. Don't even think about making a sale on the first trip.

This is information getting time. You are in the mindset of a customer. Buy something if you can. Watch the workers and see how they interact with each other. Is the place clean? Well organized? Are the workers helpful? Do you want the business here? If so, get names of the owners or the buyers or the managers or whoever makes the decisions if possible. Smile and thank them and leave.

3. Don't forget your notes.

Sit in your car and take out your notebook. I keep a separate notebook for cold calls. Write down all appropriate notes which should include people you talked to, the company name, the address, the phone number, the time and date you first visited, a list of what you want to sell them, and your target date to return.

4. Don't wait too long to return.

Check your notes. Remember names of the people you talked to and ask to speak with the appropriate person in charge. Make sure it is a good time to talk. Thank them for the great experience you had the last time you were in there and tell them that you came back because this is the kind of place you want as a customer. Ask about business.

5. Don't talk too much.

This is a good time to shut up, sure you want to introduce your ideas, but you need to get an idea of who you are dealing with. Listen to the person you are talking to. If they are receptive to you now, make your pitch. If not, confirm that they are interested in your service and set up a future appointment time.

6. Don't forget to follow up.

The follow up is the time to remind the customer of all the things you discussed, chances are they don't remember everything. This is the time to build credibility, you are selling yourself as much as representing the company. The customer must trust you and believe that you will provide whatever service or product promised.

The job of the salesperson is to represent the company and inform the customers of the service they provide. Provide service first and product next. Inside the cold call the potential customer is given a window into the company. The salesperson is given the responsibility to keep that window clean and provide a positive insight into what the future could hold if business was with said company.

7. Don't get discouraged by the people saying "NO"

The sales game is about keeping a cool head. People will tell you "no". It is what it is. There are many times in my career that I kept going back to the places that said "no" and got them to say "yes". I also learned when to walk away.

8. Don't stop planning your next cold call.

This is an important part of any business. Customers are the reason for business. Get out there and let them know your company exists. Keep a notebook of your progress. Learn from your failure, it's the best way to learn. Stay positive. Remind yourself of success, it will keep you going. Speaking of getting going, I have some cold calls to make . . .

Learn more about this author, Reed Pate.
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