Effective Cold Calling

Cold calling can be a very effective method of selling if you prospect correctly and use your cold call to seek information, not sell. The biggest mistake entry level salesman make when cold calling is to immediately talk about what they have to offer. That is usually a big turnoff to your potential client. Effective cold calling starts with your prospect list. If you use any of the on line lead list services most will provide you with the decision makers name. Without the name of the decision maker you may end up being rejected by the gatekeeper. That brings us to the second part of cold calling, the gatekeeper. In sales we call the receptionist or first contact the gatekeeper. Make sure and listen for her name and use it when you ask to be transferred. You need to develop an entry level relationship with her so she will transfer your call. If you do not get by the gatekeeper simply call after hours and use the voicemail system to get to the department you are seeking. I have found messages left on specific department voice mails can be very effective. If you do get past the gatekeeper and are transferred to your contact you want to talk about their situation. Start your conversation by letting them know you are interested in providing a solution but you want to first make sure it is applicable so you aren't wasting their time. Most managers appreciate that. What you are doing though is opening the door to find out where they are at in regards to what you are selling. Did they just purchase a solution and was it from your competitor? Why did they choose your competitor and not your company? Is your service or product something they use? Ask generic questions and let them talk. It is important that you do not sell on the first call unless the conversation moves there by the prospect. While you are listening you can find out which solution will be best and start to develop a relationship with your prospect. As a top producer for ten years I feel the key to a successful cold call is to listen, not to sell.

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