How to Cold Call

Three Secrets for Heating Up Cold Calls

Call reluctance is the popular term for the phenomenon that has some folks  breaking into cold sweats or actually getting physically ill if they have to  pick up the telephone to call someone they don't know.  Even the words "Cold  Calling" give me the shivers. (That must be how it got the name). No one  likes to make cold calls; consequently they're listed as things you do AFTER  you join the local chamber of commerce, activate an auto responders, and  submit "free" classified ads. 

 The first secret is so simple its often over looked.  It's this. Make sure  you have written down a list of features and benefits of your product or  service. (For a sample of the format to use visit www.thegeigergroup.com and  click on the Features and Benefits link there). It's very important to get  this information on paper.  Written lists capture images in word forms and  it is that word form you will need when you make your calls. Remember  decision-makers take 30 seconds or less to decide to listen to you.  This is  a documented fact and especially true in telephone conversations. Your  Features and Benefits list condenses the value that you want prospects to  know, so that you can express it in 30 seconds.  With practice you will soon  be able to articulate the benefit that is specific to the person you are  speaking with.  It will become second nature. This secret will create a  cushion of comfort and confidence before you even pick up the phone. 

 Now that you have written and practiced your list of Features and Benefits  out loud, you can implement the Second Secret.  Decide on two outcomes or  objectives that you want to accomplish on your call. Remember these are  folks you've not spoken with before so make sure you set realistic  expectations.   Do you want an appointment? If you have multiple products  you may need to qualify their needs. At the very least get the name of the  person who makes the buying decision.  Next, write down a 30-second opening  statement that incorporates a benefit (from your list) and a corresponding  objective. 

 Here's a sample. The objectives are 1.) Set an appointment and 2.) Get the  decision-makers' name. "Hello, my name is Janet Trask from High Mountain  Spring Water. Our square bottles are easier to hold to reduce the likely  hood of accidents in the office. Our prices are very competitive and our  delivery truck will be in your office park tomorrow afternoon.  Who would I  speak with about a sample delivery for your office?" 

 Good questions allow Janet to accomplish her two objectives. They also open  the conversation and establish a very business like approach.  Asking  appropriate questions is the second secret for heating up cold calls. You  can see how combining this with your benefit statement creates a powerful  professional approach and gets the results you're looking for. 

 The third secret is a technology solution. If you have an auto responder  that includes a multiple follow up feature, you already know the power of  high tech, high touch solutions.  A more powerful solution in the same vein  is Fax Me/ Phone Me. It works like this.  From your web page (or in your  traditional print advertising) prospects are given an opportunity to receive  value added information through your Toll Free Fax on Demand (FOD).  This is  not a new technology. However a FOD on steroids can deliver to you the phone  number of the caller including the document number they requested. Your  "cold" call just developed sizzle.  Not only do you have the phone number of  your hottest prospect,  you know exactly what they're interested in. 

 Your first contact now goes like this:  "Hello, my name is Janet Trask from  High Mountain Spring Water.  Our fax on demand indicates you've received a  coupon for a 20% discount on your first delivery of High Mountain Spring  Water. What is the name of the person who normally places orders for your  office?" 

 This magic is called Unified Messaging. It’s a software solution that does  not require any additional hardware or phone lines and there's no need to  worry about tying up your office fax. If you're marketing plan currently  includes an 800 number (including vanity numbers) you'll still be able to  use the same vanity number.  For the website all that’s required are a few  lines of html code and of course a contract with the provider. Services can  be purchases on a monthly basis and range between $40 and $75 plus usage at  .10 to .17 a minute.  This solution reduces your sales cycle, speeds up the  decision process (so you make more money quicker) and gives you more bang  for your advertising buck and it practically makes cold calling obsolete. 

 Marilyn Geiger is president of The Geiger Group, an established telephone  and communications marketing consulting firm specializing in technology  solutions for savvy communicators.