9 Cold-Calling Secrets Of The Pros
 By Patrick L. Wynne

Cold calling gives many otherwise competent business people a cold sweat and lockjaw. Few folks naturally have the personality or the gumption to spontaneously talk to virtual strangers. And few want to.

But, unless you have more business than you can handle, you’re going to need to do some cold calling. And unless you’re one of those naturally glib types, you’ll need to know the secrets that the professionals know about cold calling.

Secret 1
If it’s not all in the attitude, at least a good part of it is. Have you ever received a call from someone who is obviously just dialing the next number on a list? Sure you have. And it’s obvious.

Whether your cold call is answered by a stern gatekeeper or the very decision maker you seek, your odds of striking up a meaningful – which is to say, successful – conversation is directly proportionate to your telephone persona.

Relax. Be friendly, not phony. Be conversational, not stuffy. Speak the way you talk to people you like, not as if it’s a stranger. Even busy people like people who are a joy to talk with. Be a joy.

Secret 2
Don’t take it personally. Develop thick skin.

Cold calling has an even lower batting average than baseball players. And the old adage in baseball is that if you succeed only once in every three tries, you’ll end up in the Hall of Fame.

That means you need to expect that most of the time you will fail. But that also means you shouldn’t let failure discourage you. To hit that rare home run, you must strike out quite a few times.

Secret 3
Extend the discussion with open-ended questions. Whatever your goal – getting an appointment or closing a sale – you can’t accomplish it if the person on the other end of the phone hangs up.

Rewrite your calling “script” to incorporate open-ended questions that require more than a “yes” or “no.” Who, what, where, when, why and how are good starting points. Engage the other person in a conversation, rather than inviting clipped responses to your monologue. The longer the conversation and the more the other person has to say, the closer you get to your goal.

Secret 4
Cultivate gatekeepers. Chances are, you won’t break through to Mr. CEO on your first foray. But if you ingratiate yourself with his gatekeeper – the receptionist, secretary or second in command – your chances of hitting the target the next time around dramatically increase. The secret? Like the person you’re talking to. If you don’t like people, someone else should do your cold calling.

Secret 5
Make your cold call an introduction, not a sales pitch. Almost everyone is universally opposed to buying from utter strangers. But business people want – and in many cases need – to meet new people who can help them.

Make it clear that you aren’t selling, but instead merely introducing yourself. Tailor your words accordingly, perhaps something like: “I don’t want to take up your time, and I’m not selling anything. I would just like to introduce myself, and perhaps at a later date we can talk again…”

Secret 6
Whenever possible, take time in advance to know the name of the person you want to reach, not just that person’s title or position.

A little homework immediately separates your inquiry from blind cold calls that ask to speak to, “the person who handles …” Get to know about the person you’re calling so you can tailor the discussion to touch the right hot buttons. Don’t skimp on this research. It’s time much better spent than calling total strangers.

Secret 7
Don’t ask conversation killers. “Is this a good time to talk?” is a question that begs for a “No!” Ask only questions that prolong the discussion, not terminate it.

Secret 8
When you do get through to your target, use more questions to determine the topics best suited to the benefits you have to offer. Unless you’re selling a one-dimensional service or product, you have several potential points of interest. Find the ones that interest the target most, then talk about them, not the others.

Secret 9
Don’t quit. Even Hall of Famers have slumps. But if you’re doing everything else right, the law of averages will bring you success. If you have ingratiated yourself through pleasant open-ended conversation, you’ll be more memorable the next time you call. Sales, appointments and other goals rarely occur after one contact. Cultivate and you will reap.

(Posted September 2005)

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