Cold Calling
Cold calling is the bane of the sales world. Cold calling ranks right up there with cancer and speaking before large groups. Everybody hates it and nobody wants to do it; which is precisely why you should consider it for your business. Before you dismiss cold calling, consider the following points:
- Cold calling develops character and fortitude by having to deal with 'internal demons' on every call.
- Cold calling keeps up the 'edge' and keeps salespersons sharp.
- Cold calling is an excellent way to find out what is going on in different industries.
- Cold calling is not a bread and butter marketing strategy so develop other strategies as well.
- Cold calling is a matter of numbers and percentages. Track them.
- Cold calling is perhaps the best way to determine prospects needs, problems and other research.
- Keep your prospects on a database for a multi contact strategy.
- The psychological profile of a cold caller includes persistant, bold, courageous and crazy.
- Practice your approach and presentation. Be prepared to ask 'What do you want?'
- Cold calling is an excellent way to find new, qualified buyers.
- Set goals and an action plan to reach those goals.
I have used cold calling sucessfully for clients in transportation, distribution, retail, manufacturing and many service industries. Just because cold calling is difficult does not mean it cannot be highly effective.
Most likely your competition considers cold calling too difficult or 'too demeaning'. Could cold calling possibly give you a competitive edge?
Jack D. Deal
