10 Things I Love About Cold Calling!
Doyle Slayton | Oct 26, 2008 | Comments 27
It Works – Cold calling works! It requires skill, the right mental attitude, and an iron will. Those three things make me smile!
Speed – I can go as fast as I can, and take on the attitude of, “There is somebody out there who is ready to do business with me… I’m gonna find ‘em!”
Efficiency – Think of cold calling as a quick filter. You can quickly learn who your best prospects are going to be.
Sharpens Skills – You have to be quick on your feet, maintain composure, and always be professional. Nothing sharpens skills like cold calling!
Keeps Me Humble – All great sales people can get a little cocky sometimes. No matter how good you are, you are going to have days when you get beat up on the phone. A little humble pie is a good reminder that we can always get better.
Hidden Prospects – There are prospects out there that have a need and are ready to buy. Nobody knows about them until the cold caller finds them!
Follow-Up Opportunities – Cold calling creates follow-up opportunities. I love it when a prospect says something like, “I have X, Y, and Z going on right now, but call me in two weeks.” When I call them back, they are “often” ready to have a professional conversation. The more I cold call, the more follow-up opportunities I create!
Builds My Pipeline – As a sales person, it isn’t a natural tendency to be organized. Business opportunities can fall through the cracks. Cold calling makes it easy to sit at my desk, and build a pipeline. I use my CRM to keep quality notes on all of my prospects. Everything I need is in front of me.
Multiple Decision Makers – Within seconds, I can try to reach multiple decision makers within a company. If one isn’t available, I try the other one!
Willing to Do What Others Won’t – I love cold calling. I tell myself that everyday. In fact, I make it a point to walk into the office, turn on my computer, and dial my first call before I do anything else. It sets the tone for the rest of the day.
I can’t help it… this stuff gets me fired up… let’s go build some business!
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Doyle,
I don’t always agree with you, that is why we get along. I must say as a veteran salesman that has been selling longer than you have been alive, YOU ARE RIGHT ON! Yes networking and warm referrals are great, but as a former sales manager and very successful business man, give me the salsperson that treats a cold call with the same enthusiasm as a warm fuzzy referral and I will show you a star or future star. The cold call consistently sharpens your skills as a PROFESSIONAL salesperson rather than an order taker. I am with you brother! Lets get together with a viable product and hit the streets cold. I am the Network Specialist for a growing Internet company and the reason that I am a champion networker is that I started out making scary cold calls. My hat is off to you Doyle, maybe you woke up those salespeople on the cusp! Kudos!
I don’t think anyone can argue the benefits or the pay-off from successful cold calling. (It works and can deliver the results…if done properly.) However, through my own critical realizations over the years, where the disconnect happens is in people’s execution and all that starts with the right approach and with the right mindset. I can’t stress this enough.
I had alot of success doing “it” throughout my early years but it never felt quite natural or just plain didn’t feel “right” to me. It was uncomfortable. We’ve all felt it I’m sure…like we are always ready to “pitch, present, show or tell”. In addition, I’ve always asked myself, for quite some time over the years, why is it that not that many people actually like this activity or get the results they wished.
Then I had an epiphany…a critical realization as to the answer!
I used to do cold calling the old fashioned, traditional way – playing the numbers game in order to uncover interested people who would want to buy from me or at least show some level of interest in order to place them in my “funnel” in the hopes that they would, at some point, with enough persistence and determination on my part, buy from me. I think we all know this syndrome – “hope-ium” the drug as I like to call it. As long as I did it this way, however, it was always destined to be filld with pressure, a tremendous amount of stress (which I’m sure the prospect could feel as well), and ultimately rejection more often than not.
As soon as I switched my mindset to one of discovery and used a more gracious language (stemming from honesty of communications) in determining if there was a fit or not (a more gracious consultative style), then everything changed for me and my abilities were taken to a whole new level. I was finally able to eliminate rejection forever and finally had people being attracted to me rather than retreating from me. And, the secret was all to easy. It set me apart from every other sales rep that is out there and no one uses this approach other than the ones who have been exposed to it and who I’ve had the honour to work with and share this new approach. Suffice it to say that, through having a whole new mindset and a counter intuitive approach that is more relevant to our day and age, I’ve been able to:
1. Successfully eliminate rejection forever;
2. Get a much warmer receptivity from everyone I now contact or choose to contact;
3. I instantely qualify prospects so I don’t spend my time “chasing” false leads based on “hope-ium”;
4. A significant reduction of my sales cycle;
5. An incredibly higher conversion ratio of people I contact to meetings booked to higher top line revenues.
All this to say, I love cold calling now, and I, too, can’t help it… this stuff gets me fired up as well!
Warm regards to all,
Xavier
Reply to Xavier:
I could not agree with you more. However, I have to make an exception to one thing you shared: you are not the only one, because I “discovered” a lot of the things you said on my own. It is all about the attitude and mindset. A great majority of “average” people- especially those new to sales hate to cold call. I never have understood this, but just because I don’t understand Physics doesn’t mean there is no such thing. The battle is in our minds. If we tell ourselves “this is hard, or this isn’t fun, or what if they reject me?, etc…” then those very things will happen.
I am proud to be just like you Xavier- a true professional, a champion, and the very best at what I do for a living.
Thanks for sharing- keep on rockin’.
Greg Harper
Hey!
ur right! This get me fired up as well.
But I am in partial agreement with @Fort as well.
As on date paucity of time and cap on resources is a major roadblock for this.
We need corld calling, but we need to do smart cold calling. We are empowered with very good Info & Tech Tools. Have a very clear stratagy, play you moves life chess. Choose your customer and WIN them by making your moves effectively.
I alwys feel it is better two two really good customers than 10 okok customer which may give credit risk crises sap more time for a lower margin business!
I agree with Xavier
Here in the UK the response to cold calling and lack of social acceptance of the practice ensures that ‘hitting the phones’ and cold calling a business or consumer will brand you as a non professional and the ‘conditioned response’ of NO THANKS will be present more often than not.
An approach to a business with a more consultative, curious approach helps in a number of ways. First it becomes a less stressful activity for the salesperson and secondly the business/consumer is more inclined to be helpful initially.
Cold calling is all about ensuring that you find out if there is something that can benefit a client within the first 20-30 seconds of the call to gain ‘permission’ to have a longer conversation. If you approach it with a smart approach of showing example and asking a few questions you can have a much more pleasent conversation than a hard edged ‘pitch’
However Fort is quiet right in that you need the attitude to pick up the phone in the first place….which is where it all starts from.
Great book on cold-calling execs:
http://www.42rules.com/cold_calling_executives/index.html
I agree AND have experienced ALL things in Doyle’s Summary (This “Discussion” – Above).
Looking at Doyle’s points, overall, “Cold Calling” is very stimulating to Business and very motivating to the individual Caller with the right “ATTITUDE”/Frame of Mind (WHERE IT ALL BEGINS)with the ultimate Goal/Accomplishment to develop business as a result.
Also, to touch on some points made by Others, here, as I said in the previous “Discussion” on “Cold Calling”… I believe it is NECESSARY/”SALES PROCESS” to “COLD CALL”/MAKE CONTACTS… considering that not all SALES can be a result of an “existing” customer base, ONLY… Growth would be limited and the market may be exhausted anyway, making “Cold Calling” “NECESSARY.”
Also, in agreement with many “Comments” made by Others in the “Discussions”…
- A “Can-Do”/Positive “ATTITUDE” (Believe in Yourself, Your Product and/or Service and SAY IT with conviction!). ATTITUDE definitely makes a difference which helps to deal with Rejection (a humbling experience), HELPFUL TO REMEMBER: “They either want it or they don’t.”… “Leave it” if the Contact is not interested now, NEVER use VOICE INFLECTIONS of FORCE/PRESSURE, STAY CALM during “COLD CALL” contacts;
- SHARPENS SKILLS (Definitely “keeps you on your toes” and your Mind sharp to be able to respond quickly and stay “PROFESSIONAL”…);
- REDUCES “SLACK”
- CONVERSION RATIO COMPARISON regarding “QUALITY” (Loyal, Creditable, Low-Risk Account, Possible Higher Revenues/High Volume Orders – Depending on Product/Service purchasing) is BETTER… VERSUS… “QUANTITY” (Number/Volume of Unqualified and/or High-Risk Contacts/Calls made, with chance of little or no REPEAT BUSINESS).
- “SPEED”… Yes, there is always someone out there who is ready, willing, and able to do business with you… adding that the initial “COLD CALL” (Outbound/Telemarketer) will usually filter through the Contact List and produce “solid/good” Leads if handled like a “PROFESSIONAL” (NOT “Order Taker”).
Another great book can be found at http://www.nonlinearselling.com…it shatters the mold of traditional cold calling.
Here’s the link once again as it didn’t work before. http://www.nonlinearselling.com.
Doyle, I couldn’t agree with you more about the importance of cold calling. It is by far the most productive and least expensive way to sell. I believe that cold calling should be part of every professional salesperson’s DNA – a discipline that is practiced every single day. As a best practice, I block out 2-3 hours daily where I focus on nothing but cold calling. You would be amazed at how many calls you can knock out when you lock your office door, turn off e-mail, and don’t open a web browser. Do this every day and you will be amazed with your results!
If you would cold call on warm companies, those that have visited your website, your success rate would be much higher.
7 out 10 business deals start with an Internet search.
Just use a website visitor identification service that provides the company names of your website visitors and website data to qualify these as raw leads.
One important thing about Cold calling I have experienced is that, everytime you get regected, you should be charged more and take it as a challenge and continue with a positive frame of mind.
Although it is quite true that people should be charged more to take it as a challenge but the reality is people do not; and most take it quite personally when “rejection” does happen.
However, one can eliminate “Rejection” ENTIRELY and never feel that they have defend their company, products or services ever again.
How? Well, it all starts with your mindset! What are your thoughts before you pick up the phone. Is your mindset of one to “pitch, present, show and tell” just like every other “salesperson” out there. Or, is your mindset one of humility, respect and to discover, first and foremost, if there is a FIT between what you are selling and your prospect REAL business issues and pains? There is an approach that will do just this, dispel the stereoptype, and provide one with more gracious language that will turn every cold call into a much more pleasurable experience.
You can check this appoach out at:
http://www.nonlinearselling.com
It dramatically changes the dynamics of every client engagement and takes the sales pro’s abilities to a whole new level.
Apologies…the website link is:
http://www.nonlinearselling.com
Regards
I agree, however I have spent a fortune of money and a lot of time to learn that the days of getting traffic easily are long gone. So how do you get this done without asking for 2000 to 10,000 a month for SEO / SMO / yadda yadda?
I’ve been asked recently, and extensively throughout the years, about whether or not one should leave a voice mail message when cold calling. To my surprise, this is, indeed, a very hot issue with many sales professionals.
I have a whole series entitled “Going Beyond Voicemail” which stems from the NLS mindeset which can be found at http://www.nonlinearselling.com.
However, if anyone has any thoughts or feedback about their “Approach” to leaving voice mail, I would love to hear about it.
Listen, if you leave a message it better be based on “What’s in it for me?” If so, you may get a call back, chances are unless you are lying or selling gold for the price of silver — don’t hold your breath. Chances of getting a call back are about a tenth of one percent or one basis point. Your best bet is to leave only one message in a day. If you do more than that forget about ever getting call backs.
Cold calling will work if you are reaching out to large companies. Small firms do NOT want to hear from you, they get tons of calls every day from strung out people that cannot afford to market in the age of the Internet. So yes it is a motivator to call people, but this is NO LONGER the way to build a business. Those days are gone my friend.
Interesting, thanks, Richard. What would you say if I were to tell you that there is, indeed, an approach using voicemail that is guaranteed to get you a response virtually everytime without sounding like, or using, the predictable-traditional “techniques” out there? And, as a matter of fact, my inbox is filled with once skeptical people now reporting that it really does work.
I am happy for you… We find cold calling so last century. If you want to tell me what your concept is I am always willing to learn. In 1965 I was 12 and went door to door selling newspaper subscriptions to people. The way I got them to open the door was to say “Free gift from the Long Island Press.” And in those innocent days people did open the door most of the time, after all I had a kid’s voice. If you call me to telemarket I may listen to you, however you are dealing with push marketing and I believe in pull marketing. The call interrupts my day with someone who presumes to know what I need. “But he can’t be a man ’cause he doesn’t smoke the same cigarettes as me” Here’s the thing, when I sold the newspapers I could hardly speak English. I love turning people on to things they didn’t even know existed for them. However, people want to buy they don’t want to be sold. Thanks for your time and the email / note. I appreciate that. Happy Thanksgiving and let us hope Mr. Obama – Lincoln makes it happen ’cause we’re close to being 3rd World the way we’re going.
Cold calling remains very much a fact of life in the selling world, as much as we might rather grow from warm referrals. And leaving voicemails that get returned definitely is an art. Several of our experts have great free advice at http://www.candogo.com, for instance Jill Konrath, Tony Parinello, Keith Rosen, Kendra Lee and Leslie Buterin.
I would also add this website as the results are dramatic and the reviews keep pouring in as Corporate America’s best kept secret for taking your skills to the next level:
http://www.nonlinearselling.com
Doyle …
I am currently helping a young sales team get better in this area … and it brings back wonderful memories of toughing it out in the early days of my career. By the way, I love the book, “Red Hot Cold Call Selling” by Paul S. Goldner.
Thanks for the post.
Kindest regards,
Lance
If you’re helping a young sales team…check out a breakthrough approach and mindset at http://www.nonlinearselling.com. It may help with some dramatic results.
Regards
So tell my Doyle what do you think about cold canvassing/good old fashioned door knocking businesses – I reckon there’s nothing better for building buyer relationships that last- I go out for 2 hours a day in my local area promoting and its made me a lot of money- also any hints and tips for improving-new strategies/thoughts for this style of presentation
I read an article that stated cold calling is dead. Nothing could be further from the truth. I have the numbers to prove it. Many times I walk into a company and ask to speak with a marketing manager and come out with an appointment and sale for a later date. Good article about the 10 steps to cold calling. It is not easy but well worth the efforts.
Cold Calling works best in sales. I’ve watched new agents come in and try something new, like emailing prospects and expecting a good result. But nothing works better than picking up the phone and getting to a potential prospect. Cold Calling is about follow up and tracking a prospect. But you do have to have the tenacity to make 30-40 calls a day, just to speak with a few human beings each day. Never stop canvasing….