EVERYONE'S FAVORITE THING - COLD CALLING

Most of us ( who earn a living as a professional salesperson ) know and respect the value of cold calling. Yes, there are sales gurus who tell you that it doesn't work well and you don't need to do it anymore. They have alternatives for you and I respect some of those alternatives as long as they are a part of your bundle of methods for getting new business. Cold calling does work ! Is it harder now than ever for various reasons like voice mail, etc.? Yes, it is ! But, as you have heard from others as well as myself, PEOPLE still buy PEOPLE ! And part of my judgement ( as a buyer ) of you as a professional salesperson ( right or wrong ) is hearing your voice and your ability to articulate your desire to have me as a customer plus your ability to detail what you want from me - I'm busy !

Many believe that those of us who have convinced ourselves to do cold calling and be good at it are to be questioned about our mental status. I respectfully disagree. Cold calling is very similar to other selling skills. It requires practice and the more you do the better you get. Here's a perfect place to do role playing ( everyone's favorite thing ). When my clients ask - How did you learn to say that, ask that question, or make that comment ? Experience and role playing - not because I'm smarter than anyone else ( for sure ).

In addition to what you say and do when doing cold calling; there are other crucial issues. One of the most important is calling the right person. That requires a lot of other calls and research,etc. Another very significant factor in cold calling ( assuming you are good at it ) is the time you call. Most buyers will tell you that they don't answer the phone after 8 AM, before 11:30 AM, after 1:30 PM or before 4 PM. WHY ? Because salespeople don't make calls ( phone or in person ) before 8 AM ( not early go-getters ), from 11:30 AM till 1:30 PM ( salesperson's long lunch period ), or after 4 PM ( end of their day ). YOU LAUGH ! It's true. I've made ( and convinced certain clients ) some of my most successful selling relationships by calling @ 7 AM or before, at lunchtime, and after 5 PM. WHY ? Because the person I needed to speak answered the phone. A couple have even made comments about how shocked they were that a salesperson called at that time. This was also true when I left voice mails at the off hours ( so to speak ).

How's your cold calling expertise ?


Thanks for taking the time to read this week's Perspective. Good Luck and Good Selling !