in South Australia
Issue No. 7 - October/November 2002
Tips for Cold Calling
by Cherie McGuinness
Cold calling isn’t as scary as it seems as long as you’re prepared.
Right from the start the best thing to do is to avoid referring to this method of prospecting as ‘cold calling.’ Instead overcome your brain block and simply think of it as an “introductory call.” Now you can write your script accordingly.
As with most sales situations preparation is everything, so make sure you have asked and answered these key questions for yourself before you pick up the phone:
When is the best time to make introductory calls?
It is important to firstly research the industry. If your prospects don’t get to the office until 11:00 a.m., avoid wasting time by calling before then. With some clients it will be beneficial to know the times of the year when they're needing or wanting to buy. Also remember to be sensitive to your prospect’s schedule or moods, making calls at an inconvenient time of the day such as too early or late in the day lessens any chance you have of building rapport before you even open your mouth. As a general rule people seem to be happy on Friday and stressed out on Monday.
Should I leave a message on voice mail? Voice mail can be very useful because it gives the opportunity to deliver your message without another person coming between you and the prospect. If your message is dynamic and is personable, the assistant or gatekeeper will likely pass it on to your prospect even if they listen to your message first. So make sure you have rehearsed you message and that you sound as confident and friendly as you would be face-to-face.
How do I handle the ‘gatekeeper’ or assistant?
It is best to never underestimate the power of your prospect’s assistant or gatekeeper. The assistant usually determines who does or does not get to speak to your prospect. So, make sure you know the assistant's name before you make your introductory call. Then you...
