Does cold calling send shivers up your spine? You're not alone. But, cold calling has its place in the sales cycle. With practice and a professional approach, you can make it less painful and more successful.
Overcome Your Fears
"People hate cold calling but it needs to be done," says Kevin Stirtz, author of "Marketing for Smart People" and principal of Stirtz Group LLC.
"If your success rate is low, it's tempting to give up," explains Stirtz. "But you need to commit to making a certain number of calls each day." Stirtz advises preparing ahead of time by researching the company or industry. If you can speak intelligently about the contact's business, you'll feel more comfortable and have better results.
Reach Your Prospects
"The defining challenge of sales is how to get a hold of clients," says Jill Konrath, a leading sales strategist, business advisor and author of Selling to Big Companies. Business people are extremely busy and you may get their voice mail many times before you reach them directly.
Whether you reach your prospect or leave a voice mail, be brief and to the point. Talk about what you've seen on the contact's website or something you read in the news about their latest efforts and share an idea or solution.
"Decision makers are listening for relevance, credibility, urgency and simplicity. They want to know if you've helped other clients in the same industry or situation and they want to know how you can help them," says Konrath.
