Probably right up there with all the other ‘worst nightmares’ is the idea of making a cold call.

For most people in sales, having to call people they have never met, has to be the most uncomfortable aspect of their role.
But whether we like it or not, it is something we need to master if we want to grow our client base and increase sales volumes, especially in current trading conditions.

So how do we get good at it? We need to warm it up!

Here are some ideas …

Establish a connection

If the person you are calling is a referral from an existing client, much of the pain is removed from making first contact. The recipient of your call feels more comfortable to talk to you once you make the connection with someone they already know… it helps to establish your credibility.
So get good at sourcing leads from your existing clients!

When it is not a referral, you will need to do some research about the company and the individual before you make the call. The more prior knowledge you have to back up your call, the stronger your position. In the conversation you may need to refer to the information you have about their business or industry, to indicate that you have done your homework, and are worth talking to!

Create curiosity to meet

Our primary objective for making the call should be to get an appointment to meet in person.

The phone call should ideally not be used as the vehicle for gathering or providing information. Don’t get drawn in to answering client questions and giving information over the phone. This is likely to negate the need to meet, from the client’s perspective. Fact finding and presenting what we have to offer should be left for the face to face meeting.

The receiver of a cold call is more likely to warm to you and to the idea of an appointment if they perceive value in what you can do for them. And so, as early as possible in the call process, state the ‘hook’ or ‘what’s in it for them’ as the reason for the call.