In a response to a recent article by sales systems guru, Ari Galper, the author revealed that he had received numerous e-mails from his salesman readership, most of whom reported an abject fear of making cold calls, particularly by telephone. The fear of rejection was the most cited reason for the “cold calling chills,” but all respondents said they would find many excuses for not making the calls they all knew were necessary. Quite simply: Salespeople who don’t make cold calls, don’t make sales.

 

Galper’s article called out seven steps for making cold calling a more effective exercise and far less intimidating for the salespeople making the calls. In summary these seven steps are:

·        Mental Objectives – Have a positive mental objective before you pick up the telephone as this is transmitted over the line. Instead of having the idea of making a sale or getting an appointment, begin with the idea of just having a conversation.

·        Mindset – Understand the mindset of the person you are calling and don’t begin with a canned pitch that is usually a turn-off. Use opening language that will engage the other party, not have them trying to get rid of you as fast as they can.

·        Problem Solving – Identify a problem for which you can offer a solution. Begin the conversation talking about the person you called, their company and a problem you may solve for them. Use language that will get and hold their attention while you introduce a possible solution to a problem.

·        Begin a Conversation, Not a Presentation - Forget about that old saw that salespeople must ask questions with yes-or-no answers. Start an opening dialog and make sense from the responses if you should continue.

·        Begin With a Question - . Get the prospect involved by asking for help, instead of launching into a pitch for your product. This tactic usually engages them in the conversation and you may become acquainted with them and their company and them with you and yours.

·        Hidden Sales Pressures – To avoid hidden sales pressures, let the conversation develop naturally instead of moving into your presentation. The move to the pitch will often erect “The Wall” of resistance to any sales attempts.

·        Is there a Fit? – Determine from your conversation if there is a fit between your product and the prospect’s needs. If there is, ask for an appointment for a full presentation, if not, disengage gracefully.

 

It may still sound a little daunting, but at least there is a plan in Galper’s program, all it takes is a little study and thought and you or your salespeople are ready for cold calling. An attractive alternative to this is to outsource the cold-calling to a company that specializes in getting the attention of prospects and then getting the appointments. Sales lead development and qualification companies are professionals and have no qualms about picking up the telephone.