I always chuckle when I read or hear someone proclaim “cold calling is dead.”
I can assure you that for those who proclaim such pessimism, the cold call was never alive! Cold calling has nothing to do with “cold,” and those who have built and continue to build their businesses every day using this fundamental skill are in an elite club. It is a club that lives by the motto: “I think I have something that people want and need, and I am excited to talk to them.” These club members wake up every day embracing the words “believe” and “excited,” never wavering, and in doing so enjoy initial and long-term success in opening new accounts and forming new business relationships.
That kind of success doesn’t come from a “cold” place, but rather a warm and welcoming one. It doesn’t matter if your job is selling insurance, stocks and bonds, cars, clothes, memberships, or lawn furniture; If you believe in and are excited about your product or service, your enthusiasm and desire to speak to as many people as possible will not wane and you will enjoy the long-term success that comes from building and maintaining that momentum.
It is important to realize that professional cold calling is somewhat subjective and prone to variation. The best approach for you, as a salesperson, should be based on this question: If someone were to approach me “cold,” whether on the phone or in person, which approach would I immediately judge to be the most professional and appropriate? What behavior and communication style would you respond favorably to? What would turn me off? What would I need to hear, in that first sentence spoken, to be interested and what would make me immediately disinterested? Asking these questions is the first step in developing your own professional, yet personal, cold calling style.
The next important step in finalizing your professionalism as a “cold caller” is knowing your stuff, inside and out. Practice, practice and rehearse your lines. Consult with a veteran of your industry to learn the most common objections and rehearse the answers so he can recite them in his sleep. When meeting with clients, there’s always a question that’s in the back of their minds, but they’re reluctant to ask…know what that question is, and then answer it, early in the process, before they have a chance to ask it. ; then notice how they immediately relax. Congratulations, you just gained a little confidence. Also, don’t forget to answer any important questions prospects forget to ask; By doing so, the client will know that he has their best interest at heart.
Always, always, always look for an opportunity to call “cold” and experience the trust that grows and grows with each new account that is opened and a business relationship is formed!
“Cold” calls are anything but cold; it is warm, honest, and sincere communication with a fellow human in an effort to help them. It is who we are as human beings, and for that reason alone, it will never die.