Cold Calling Tips and/or Success Stories?

Hang in their, if you make enough calls you will get clients. Art T.

It's funny. When I used to do cold calling for a business I worked for, I didn't get nervous at all. However, when I started cold calling for my own business, I started sweating, my voice got shaky and I felt really nervous!

I think when we cold call for our own business, it feels like a personal rejection when the client says no or they're not interested. Just remember, it's not personal!

Plus, like Art noted, when you make enough calls you will get business--it's a numbers game.

Although I've stopped cold calling, I think it's a good exercise: it really forces you to hone in on your message and get to the point. I do find that following up with a physical marketing piece or email helps in conversion.

Good luck, Deidre!

We use cold calling as a marketing strategy for our business and we have gotten pretty good results from it. The best idea is to get a list of target groups, or people who would use your product. Once you have got your target groups then it's easy to establish what you are going to say to these groups, because the people in these groups typically all have the same needs. There are many websites out there where you can find contact information for different groups.

Good luck!--Tiffany

Hi Deidre,

I have a lot of experience with this.

First rule, never, ever make cold calls.

I call them "introductory calls."

You are not trying to sell on these calls, you are simply introducing yourself.

And it sure helps if you have an affiliation. That is, call people from your chamber of commerce or professional association, not just names from a list. Tell them you're also a chamber member and that you're calling to introduce yourself. You are calling to learn more about their business and that you have a service they might like to know about as well. Do they have a minute to talk?

Your goal in these calls is to get them some valuable information (not an appointment yet). Build a relationship and some familiarity and then provide information. This might be an article or good web site content about your service.

Then follow up by email and phone soon after and see if there's a foundation for moving forward.

If you call, call, call strangers to get appointments this can be a very painful process.

The above strategy is how I started marketing my business many years ago. Ultimately I got some good appointments and clients from this approach.

The key is to understand what you are really doing, know your objectives and have a process that is very disciplined and organized.

Following up with friendly persistence is the key.

It's important to realize that virtually nobody does this. It's all done in a random, haphazard way and it's no wonder that most give up on it very soon.

Take some time to study books and tapes that teach similar methodology. Get your Ph.D. in this, and you'd be amazed how your business will grow.

Check out my web site for further resources.

Cheers, Robert

Cold Call is becoming DEAD and lower your status as a business equal. Read Frank Rambaukas " Cold Calling is a waste of Time"

Deidre,

For a different take on cold calling, read The Well-Fed Writer by Peter Bowerman. He swears by it rather than at it.

Cheers, Russell

I love the advice about "introductory call" and calling Chamber Members or other members of a group. I don't feel so intimidated now!

And I love the follow up advice. Usually sending a card to thank them for helping me when I was "introducing" myself and so on. Great thread.

'Cold calling', huh? Good luck with that one - whatever fancy term you call it.

Brain-engaged folk know the whole point of any good commercial interaction is 'mutual benefit' - and you're as likely to get good results by being open and authentic as you are by soft-peddling in the guise of 'exploratory relationship building'.

Overall, there's better ways to do business than by phone. 'Just' remember to brand and position yourself accordingly, so as to generate and receive qualified inquiries from people who might like and actually want to buy your stuff.

Great thread and great comments. Thanks for introducing it, Deidre.

What a unique idea Robert about doing "introductory calls" (with an affiliation) rather than strict cold calling.

Gulliver, it appears you see this as a "rose by any other name is still a rose," but if Robert's approach is followed to the letter, it theoretically is very similar to connecting with potential clients, prospects, colleagues and referral partners at any networking function.

In any case, it's hardly picking up the telephone directory and going down the list (though I met one real estate agent who claims to have built his business doing just that)!

'rose by any other name is still a rose'?

Maybe. Still too flowery for me.

I dumped all that pseudo-buddery nonsense eons ago, in favor of a 'yes, I am here to sell you stuff' slant in which I make clear that although I don't really care whether you buy my stuff I wouldn't be wasting our time with a heads-up if I didn't know it'll be beneficial.

And, for those who wonder just how gauche I am with this, it opens with 'You want a better business, I want your money... it's a fair trade.'

From there, it just dances alone with:

Similar to a defense attorney or surgeon, I'm not here to be your 'friend, colleague or partner in success'. My role is simply to deliver excellent advice & support which'll genuinely help you develop a much better business.

I'll neither waver from that, nor pretend to be something I'm not.

It's highly unlikely you'd want to invite me for dinner (and I wouldn't come). But, if you're considering 'strolling around The Bronx after midnight', I'll be a useful companion.

Consisder joining your local chamber or business network group. This provides the warm touch and a point of familiarity as you introduce yourself. Invite them for a cup of coffee and ask what they do. Next, send a note thanking them for the opportunity of visiting with them. Each time leave a litttle nugget of what you do. In time when they need your service, they will think of you.
www.atimeandplaceforeverything.org

I think everyone here on Biznik agrees they are most likely a member of this community with a business intent.

One of the things I love about Biznik is the transparency. No one's pretending they don't want more sales!

What a wonderful community that freely shares knowledge, ideas, experience, and expertise :-) Clearly, there are many points of entry to the sales cycle from which to choose, and cold calling is one of them.

Even to get to Gulliver's very clear 'You-want-a-better-business-I want-your-money-it's-a-fair-trade' place, there has to be a way or process where you determine there may be the possibility of some mutually-beneficial transaction taking place.

Again, there are multiple ways to do that, whether it be cold calling, Robert's 'introductory calls,' networking, public speaking, joint ventures with referral partners, or any number of ways.

Whatever anyone decides to do, creating a system and a process and working it consistently is the key to successful lead generation and ultimately getting qualified and quality sales.

Hello Diedre When I Started in sales my boss at the time took us out at the mall and had us stop shoppers in the mall and try and sell them life insurance. We called it cold up's and it was very cold and brutal. Then when we came back to the office to do phone calls we thought that was a cake walk.

I've built most my business off of cold calling and I think the biggest hurtle is stop feeling like you have to make the sale over the phone or book the appointment. Dump the scripts people can tell if you are true or not. There is no difference in cold calling a prospect than you making a posting here on this web site. You are just trying to make a connection with someone in hopes that it will benefit you both.

Stop selling and just start talking or sharing what you do with the prospect and see where it goes. I was always taught that if you enter a room of ten potential prospects 2 will do business with you no matter what you say, 3 will not do business with you no matter what you say or the price, so you are after the undecided 5 in the room. Learn to recognize the 3 who are going to be short, rude or just give you the big kiss off and move on without taking it personal. best of luck Robert

I have done calls cold and warm, but one of my most recent experiences started when I met with 2 recruiters and told them how Brake Director might work for injured soldiers who had upper body limitations and wanted to ride a bicycle.

They told me to call back in 2 weeks. I did and was told to call the PR at Fort Lewis. I did and the officer had no idea what to do with me, but gave me the number to the Pentagon.

I called the Pentagon and told them I was referred from Ft Lewis, but the officer that I talked to didn't know what to do with me. He gave me the number for Walter Reed.

I called Walter Reed and while I was being connected, I pulled up their web site. The Officer wasn't sure what to do with me until I saw a disabled link that sent me to a page talking about the Wounded Warrior Program. He told me to call them.

I called the listed number and the gentleman understood what I was talking about, but they are the lobbyists for the Wounded Warrior Project. He told me to call then.

I did and that led to a 3 year relationship that has expanded our reach into soldier community.

But here's the kicker. The entire series of calls took 45 minutes total.

What's important even in a cold call is to have a specific goal or person in mind. Each call may not be the right call, but may lead to the right person or group.

Hi Diedre.

I too am making "cold calls" to potential clients. For me, it seems equivalent to getting your hand dirty. I do find VERY helpful what Robert calls them "introductory calls." I'm so glad that you have brought this topic up. It’s good to know that you’re not the only person having challenges in the world of business. THERES HOPE FOR US ALL YET.

Whether it is a warm call, a cold call or an introductory call, sales is a numbers game.

A long time ago, I didn't believe I could do it nor did I want to. But the business I was in at the time, required it.

So, I defined my market, polished and practiced my presentation and started making calls. It takes awhile to get comfortable with talking to people that don't know you. Over time you may even modify your verbiage. Practice helps you define what to say and how to respond to what others say. The biggest secret is consistency and persistence. Keep at it and don't give up, just because you don't see immediate results.

You also have to know up front, the statistics of this method. For every ten calls you make, you may only get one or two clients at first. So you pick up the phone and go through the exercise. Over time, you will become more confident and probably have a higher ratio of positive calls to negative ones.

If you don't, I would suggest going back to the planning phase and reviewing who you think your target market is and if you are approaching that sector. You might find that the market you are seeking wasn't the right fit for your services.

In that instance, you develop another plan and start calling again.

Well Diedre, you have some lively and robust conversation going on here.

So I will keep it simple and short.

1. Elevate yourself as the expert and have a third party make the calls for you. A trusted source works great. Someone who knows you and your product can act as an evangelist to get you in the door.

What I know to be true - if you aren't 100% committed to the call and comfortable with what happens on the other side, that will show right through the phone lines. Go with an evangelist to get you started. Besides, your time is quite probably better spent in other ways.

Good luck!

When on the phone I like to use the line, "I know you already have a good source for your visual marketing but I thought I might be a good second option for you." Of course you still have to close on meeting them but it is a good lead in. It makes them feel smart that they do have a good source already and the fact that you acknowledge that means you are smart and probably deserve to be heard out. Or it makes them feel silly for not having a good source and they should probably listen to what you have to say because is sounds like having one of 'you' is a necessity.

Find out who you need to talk with an ask for them by first name. It will more easily get you through screeners. Ask for Matt not Matthew or Mr. Smith if you find out Matthew Smith is the person you need to talk with, unless you know they prefer to be addressed this way.

Bonus Tidbit: Do not start the conversation by asking how they are unless they ask you. For some reason cheesy salespeople always do this and it sets people on the defense. (you'll notice it now that I mention it)

There were a couple other things I wanted to say but I've already surpassed my rule of two in this exerpt. Thanks for letting us help.

Hi Diedre !

Here is a link to the phone sales training materials I used when I did a workshop for the American Cancer Society. They doubled their phone sales goal so hopefully it will help you too.

http://www.dennyandrewsconsulting.com/workshopsandmaterials/phonesalestraining.html

Hi Deidre,

Because you and I have been in contact, I know you have had some positive success with your process.

You may also find helpful the Free eBook (there's also a for-fee Success Kit) called Cold Calling 2.0 by Aaron Ross.

Aaron worked at SalesForce and later founded PebbleStorm.

If you have done your homework about a specific business or industry and are solving people's problems by offering a solution through your services, then you are not cold calling by "calling on them" and introducing your service.

Another effective method is to meet people at an event or online such as Biznik or LinkedIn and then send them (by e-mail or via snail mail) an article that pertains to their business. People remember people who go out of their way to help them.

And of course, referrals on Biznik don't hurt either.

Deirdre,

What a great string of dialogue your request for support has generated. You've got us all thinking and revisiting how we work I suspect. And fine tuning (as needed) is in my experience an ongoing process, be one a novice or a veteran of business development (for others or oneself).

And following on the heels of all my fellow Bizniks who said that follow up and follow through was key, that it is a numbers game, and as Tammy Redmon so succinctly offered: "Elevate yourself as the expert and have a third party make the calls for you. A trusted source works great. Someone who knows you and your product can act as an evangelist to get you in the door."...yes, yes, and yes. Tis true.

You have a great many advocates and champions in the form of friends, colleagues, and clients (who aren't using you full-time) yes? Can you imagine yourself sharing what your vision for yourself is with them?

In 2004, I first heard the phrase "Bold, Shameless, Self-Promotion" when Brand Expert, Tracy Corley of Tsuluworks gave a workshop for the Co-op Marketing Group I had helped to form. It literally echoed in my ears and became a personal mantra for me I embrace for myself and those I work with.

If you are less than comfortable with doing it for yourself-- in a bold and shameless way (which you can do too), chances are your “evangelists” will happily and confidently speak of you and for you. And I suspect you are already an advocate for others whom you partner with?

An as a last quick mention, an early mentor of mine--who was a masterful marketer-- once pointed out that excitement and fear are in essence the same physiological experience. The distinction is in the filter we run our experience through. How would you choose to color your experience?

Best of luck!

Like Robert Anderson, I started using cold calling to sell life insurance. I was on the phone eight hours a day for a year. As a result, I have PTSD. I HATE BEING ON THE PHONE FOR ANY REASON. My chest tightens up and occationally so does my throat. After I get through the 1st few calls the feeling resolves. It is so difficult to get through the dread though. I think I would rather put a key into an electical outlet. Yet, since my business is in it's infantcy, I can not afford to farm this out yet. The result is I am not doing much business.

There has to be another way.

Marty