Cold Calling Techniques - Tips, Cold Calling That Works for Sales Introductions, Telephone Prospecting and Other Examples for Cold Calls in Selling

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cold calling techniques

effective cold calling techniques, tips and methods forselling and sales training

Cold calling typically refers to the first telephone call made to a prospective customer. Moreunusually these days, cold calling can also refer to calling face-to-face for the first time withoutan appointment at commercial premises or households. Cold calling is also known ascanvassing, telephone canvassing, prospecting, telephone prospecting, and more traditionally inthe case of consumer door-to-door selling as 'door-knocking'.

Cold calling is an important stage and technique in the selling process. Cold calling abilities arealso useful in many aspects of business and work communications outside of sales activities andthe selling function.

Good cold calling - performed properly and not as merely an indiscriminate 'numbers game' - isa fundamental and highly transferable capability, whose basic principles are found in thebehaviours and techniques of all great entrepreneurs and leaders.

In essence cold calling is the art of approaching someone, professionall, openland meaningfull, with a sensible proposition.

All great entrepreneurs and leaders possess this ability or they would not have becomesuccessful.

Cold calling therefore enables success, chiefly because cold calling is strongly focused oninitiative and action.

cold calling is how ou see it

Since selling became a recognised profession a couple of generations ago, countless salestraining organizations, sales gurus, writers, theorists, and sales people of all sorts, haveattempted to create effective cold calling techniques and scripts. There is no magic script, andwhile there are many helpful frameworks and methodologies there is no single magic answer.

Successful cold calling - including the effectiveness of methods and techniques -essentiall relies on our own attitude towards cold calling.


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be opponiie ae ne one.

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Seeing cold calling in hee em i 90% of he peonal bale o be ccefl a cold calling.

To enable cold-calling o be hi libeaing - epeciall ihin an emploed ole - o hae omake i o. Yo hae o an o p o on peonal amp on hing. To be ceaie,adeno - o ee beond he cip - beond he conenional "e'e ala done i ha

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Cold calling i an iniaion o adop he mind-e and ambiion of an enepene - o ee coldcalling a he ke o opponiie and peonal achieemen, o independence and choice.

Wih he igh poiie aide o cold calling hen ejecion ceae o be poblem. Reianceceae o be inmonable. All obacle become inead elcome ep oad cce andachieemen. The challenge ae no he eenial epeience oad ineiable cce.

cold calling - controlling, strategic, empoering

The ale peon' ole beeen pplie and come i he mo ignifican and pioal a hecold calling age.

The ale peon' inflence in leeaging omehing fom nohing i a i highe poin.

Cold calling deemine fndamenall hehe omehing happen o no.

Cold calling can alo hen decide he nae of he popoiion, he fi beeen pplie andcome, he a he elaionhip i defined and can deelop - all hee and moe can bedefined b he ale peon a he cold calling age.

When e eamine cold calling moe deepl e ndeand h.

Moe han all he age in he elling poce, he cold call enable he ale peon o inepeo define and o command he iaion - j like he condco of an ochea.

The ale peon a cold calling age deemine he inepeaion, diecion and coopeaionbeeen come and pplie.

Thi - ahe han meel delieing a cip o a li of conac - i he ale peon' ole and

opponi a he cold call age.

See and ndeand he fndamenal ignificance of he '1 La of Cbeneic' - i elaeongl o cold calling. The 1 La of Cbeneic ae ha "The ni ihin he em ihhe mo behaioal epone aailable o i conol he em".

Think of he em a he pplie, he poenial come, and he make-place, inclding hecompeio and all inflencing make faco.

Ak oelf, of all he people inoled in he come and pplie oganiaion, ho i bepoiioned o ie and epond o he oeall em? No he CEO', no he manage, no h


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wh it's good that cold calling is so difficult for mostsales people

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However, sales people who adopt a positive and skilful approach to cold callinggenerall find that cold calling becomes easier.

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The more difficult cold calling is for the majorit, then the easier it becomes for thesuccessful minorit.

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cold calling - changing our perspective changes coldcalling

When we look at what actuall happens - and can happen - during the cold call, we see wh thecold call stage of the selling process is so potent and full of opportunit for the sales person.

When we stop looking at cold calling from the sales person's viewpoint and from the customer'sviewpoint, and start seeing it from a business perspective, cold calling becomes a wonderfulopportunit that an one can enjo and optimie:

how sales people tpicallsee cold calling

how customers see coldcalling done poorl

what successful coldcalling should be

fearful

boring, repetitive

unpleasant

pressurised

unimaginative

rejections

thankless

confrontational

unproductive

demoraliing

unhapp

numbers game

nuisance

unwanted

indiscriminate,unprepared

pressurising

trick, shift

dishonest

reject, repel cold callers

shad, evasive

contrivedinsulting

patroniing

disrespectful

honest/open

straightforward

interesting/helpful

different/innovative

thoughtful/reasoned

prepared/informed

professional/business-like

efficient/structured

respectfulenthusiastic/up-beat

informative/new

thought-provoking

time/cost-saving

opportunit/advantage

credible/reliable

demonstrable/referenced

Obviousl the aim is to move cold calling behaviours and methods into the third column, anddefinitel to stop anthing which produces the feelings and effects of the first and secondcolumns.

This is partl achieved b changing methods and techniques - and in some cases adaptingor using scripts quite differentl - but more so changing attitude and stle.

Changing attitude and stle - behaving as a helpful strategic enabler rather than a deliverer of


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cold calling techniques - underpinning principles

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An appointment need not be a face-to-face meeting. I . O . O . I ' .

1. preparation

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1.1 Ensure ou are representing a good qualit ethical supplier/product/service

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1.2 Your mental approach - the wa ou see ourself and the cold calling activit

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1.3 Your understanding and wording of our offering/proposition in relation to ou

prospects and their situations

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- - / ' .T , , ou must have a good strategic appreciation ofthe issues faced b our prospect in relation to our basic opening proposition. T . T - , - . Bear in mind also that our basic or initial proposition should not makassumptions as to the final offering or product/service specification, which,


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especiall in the case of large organiations might be several weeks or monthsawa from defining. A , . S, , , , , , ., . T , , . I , . Y M - '. S ' '.Youropening proposition in the introduction should be a broad strategic interpretationof our more detailed product offer - this is both to save time and also to avoidmaking assumptions about what the prospect actuall needs and how the finalproposition might eventuall be formulated.

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3. questioning

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4. objectivit

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5. listen and interpret


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I i fa bee ie ad iee f he ce' eecie, a d a eeadi, ahe ha ac a a a biaed e-ided ef-ieeed ae e. The febehai i hef ad aeaig - giig - heea he ae adiia h ae aachi ee iediae f ha i i - aig. Reebe iaied iage f ef: h a ee ee , ad behae ie i.

6. infom and edcae

Y ae he ee i eice ii echg ( eceai i geaechica deai, b aegica, i eie defiie) ad if ae he eed be,heie ae aig ec' ie. Giig ifai ad fai ad ef feedbac- edcaig effecie - i ee ce' ee f ae i ch bee haeaig i 'ce he aie'. I' a ace a h. The ai i bid deadigad ideif hehe hee i a eia ef fi beee ha ca ffe ad ha heec igh eed. D hi ad he iai ie aa dee. Fc heaie ad ' ed i he a-ia age f eabihig ef a a hee,ifai-ide, ad eabe.

7. inole and coodinae

Ie he ec i he dici ad decii e he e age. A h hed fid i hef ee e ae fad. Be gided b he ec ada be gided b gaiaia e ad c. The ec heie ad cee; d'. Ideif h he iai ca be cdiaed i de ge hig. Y ae he ia e. Reii he cbeeic icie. Y ai be he i i he he e hich cheae ee ad ee - behaf f ec - achiee ha he ec eed i e f ce ad ce. Thi i

ae he ec. Y ae he bidge, he ieee, he eabe. Aie hi e ad i begi acie a ea ae ad eai geae ha ae.

8. keep in och - keep noe - keep limae onehip

Ifai ad edge ae ccia abii ac a ieee ad cdia a ha f he cd caig ce.

Y heefe ae f e ad ee cea ecd f he cd ca a a age.

Y hd a ae e ee ef ifed a he iai dee, hehe hedeee f he i eai eibii .

If a ifed ad edgeabe ab he eig ae eaihi he caee a achf ee iai, ad heeb g ea adig ad e bedcaae ae e.

Thi i a ha be 'had-' ied a a ie. O he ca; ea cdia - gehe ih he e ad cee ihi ie ad ce - hdee ha he ee ae bgh i he iai a eied ge ad dee hei ad he adig eaihi a i g.


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You are however the ultimate owner of the relationship and responsibility - whatever your title if you want to be.

How you meet your commitments to your customer counts more than your job title or jobdescription. It's a matter of personal integrity.

Staying involved and informed is not be easy in certain organizations which rigidlycompartmentalise sales and after-sales activities, especially sales organizations which

marginalize cold calling or canvassing teams, but whatever structures exist, you should try tomaintain an awareness and background involvement - especially with large customers -whenever and however you can.

You have a responsibility for all relationships that you begin: to your customer contacts - andarguably a personal commitment which transcends organizational systems and policies. Manycustomers, especially personal contacts who put great faith in you at the beginning of therelationship, will expect and appreciate your staying in touch - if only as a last resort in theevent of unresolved problems.

For junior people this is not always easy, but retaining an informed and ultimately responsible

interest in relationships that your cold calling instigates, is the sort of behaviour anddetermination on which great careers and reputations can be built.

This last piece of advice might not fit the divisionalised sales processes of certain organizations,in which case if you personally are serious about building a career in selling or business - or ifyour organization is serious about developing people - then you might discover that your coldcalling activities will benefit from defining them more in terms of personal integrity andcommitment than mere numbers on a board.

successful cold calling - eample methodolog

As already explained, the best cold calling methods tend to focus on developing open honesttrusting dialogue, which in turn enables a climate of trust, within which progress can be madefurther into the sales process.

Among the best examples of effective new transferable and learnable cold callingmethodologies, is the thinking of sales expert Ari Galper, who with his aptly named modelUnlock The Game, has done much to develop the cold calling specialism in the sales trainingand development field.

Here is a summary of Ari's excellent methodology directly from his Mastery Program,reproduced here with his permission, which is gratefully acknowledged.

Galper's ideas are effective and ethical, based on a philosophy that positions selling in the areaobjective advisor, mediator, translator, trusted expert, etc., rather than the traditional image ofpersuader, manipulator, chaser, pusher, etc., which behaviours are no longer effective forachieving sustainable good quality selling and business.


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a f ai gae' cd caig ehdg

Ari Galper's model is called Unlock The Game, which he describes as "A new cold calling andsales mindset focused on building trust."

1. Shif ide aa f 'aig he ae' ad hehe he fi ei . Look for what the other person is thinking and whether there is actually a real

possibility of a fit. Do not assume they should buy what you have. Aim to aif, notforce or persuade.

2. Be a hee a iche. Help your prospect, instead of referring to features andbenefits - this centres the conversation on the other person, not you.

3. Fc he begiig - he ed. Be sensitive to the early interaction with yourprospect - keep your mindset and behaviour stay in the present moment (with the client)and avoid pushing forward (where you want to go - which you can only guess at best).

4. S chaig ec - behae ih digi. Create an open pressure-freeatmosphere - set a tone of equality and mutual respect - strive to be regarded as a helpfuhuman being instead of a typical sales person.

5. Cec ih ec ahe ha hgh a i. Focus on how tomake a true connection with each prospect - this naturally helps build trust - think aboutand discuss their issues, not yours.

6. Ceaig ih ec i ia ga - aig he ae.Creating genuine trust is the essence of building real relationships and real relationshipsturn into more sales.

7. Diffe a ee ha ee i he ae ce. By diffusing the tensionand pressure in the sales process between you and your prospects, you bring both of youcloser to an honest and truthful conversation.

8. Chage agagig aa f 'ae ea' aa agagig ha

cec ih ee. By using phrases like 'would you be open to' instead of 'wouldyou be interested in', you immediately set yourself apart as someone who is patient, openminded and willing to listen.

9. Udead ec' be dee ha he fee 'ded' b. By having a deep understanding of the problems that your prospects experienceeveryday, the easier it will be for you to really feel that you know and care about theirsituation.

10. Ue he Uc The Gae Mide - both in your business and personal life becauserelationships are the same in both worlds. By also applying these principles in yourpersonal life, with people you care about, you'll begin to see a deeper trust being built tha

can strengthen your relationships for the long term.

My thanks to Ari Galper for this summary of his Unlock The Game cold calling methodology.Ari Galper's website Unlock The Game provides more information about his cold calling trainingsystems and products.


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business networking

sales and selling methods, techniques, process, training

project management

assertiveness and confidence

delegation

running meetings

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The summary of Ari Galper's Unlock The Game cold calling methodology is Ari Galper.

alan chapman 2007-2009

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Cold Calling Techniques - Tips, Cold Calling That Works for Sales Introductions, Telephone Prospecting and Other Examples for Cold Calls in Selling