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5 Steps to Making Successful Cold Calls Without Sounding Like a Salesperson
Date: 02-20-2006
By John Costigan, John Costigan Companies
By John Costigan
president and founder of John Costigan Companies
Guest Columnist Special Feature:
Take your career or business to the next level with proven techniques from top sales trainer John Costigan
(This is part one of a four part series exclusive to CarolinaNewswire where John Costigan addresses the top sales obstacles sales people face.)
Cold calling is, without a doubt, one of the most looming challenges salespeople face. In my years as a sales trainer to the Fortune 500, I have met thousands of otherwise sharp sales reps and executives who just hadn’t mastered the art of cold calling. They struggled twice as much as their peers just to meet quota and had totally lost their passion for the game.
Having spent many years myself in the trenches, I can relate with their pain. That is why I dedicate time to not only teaching, but demonstrating, cold calling live in all of my classes, whether they be corporate training engagements or my national LIVE seminar series, which is open to the general public and set to kick off on the East Coast in Raleigh, NC on April 11 at Exploris (www.costiganlive.com).
Now, the important thing to keep in mind about cold calling is it can be fun. As a matter of fact, it SHOULD be fun! All it takes is the right skills. Once you start getting great results you will find yourself being pumped up again. And success breeds success. So keep that in mind as we go over some guidelines that will help get you back on track.
The first rule of successful cold calling is:
Know thy prospect
Before you even reach for the phone you must do your homework. Establish the top five accounts in your territory and learn as much as you can about those companies. Who are their CEOs? What are they currently struggling with and how can your solution help them overcome it? Never underestimate the power of Google News. Make sure you read everything that’s been recently printed about a company you are looking to prospect. Check out the “investor relations” section of their website. Read their press releases. Look up the management team and make sure you find out as much as possible about the decision makers. Never lose sight of the fact that, in order to move the deal forward, you will need to get to power.
The second rule of successful cold calling is:
Don’t sound like a salesperson
There is nothing that turns off prospects more than a sales pitch. Trust me on this. So instead, try saying you would like to ask them a couple of questions. Explain that if they feel you are a fit, you can move forward and, if not, that they have your permission to say no. That way you won’t waste their time, or yours for that matter.
The third rule of successful cold calling is:
Have a concise message
Do you know exactly what you are going to say if you get the right person on the phone? And by right I mean the decision maker or, at least, someone high up enough on the corporate ladder to refer you down to the appropriate decision maker. Before you dial you must craft a concise message that explains what the call is about. Then follow with a relevant question that can yield a good lead. Most likely, the person you have reached is having some issues with the current provider of the solution you are selling. Or better yet – for you, that is – they might not even be aware that there is a solution out there to the problem they are facing. Try asking: “On a scale of one to ten, how happy are you with___?” You may already have some idea of what their pains are but always keep an open mind. Your perceptions may not accurately reflect the potential customer’s reality.
The fourth rule of successful cold calling is:
Location, location, location
Do not underestimate the importance of your surroundings when you dial for a living. Most people are very self-conscious about cold calling in front of other people. There’s a strong peer pressure component to that feeling, along with a very understandable fear of screwing up. Make sure you make your call from a room private enough so that you can be confident – not arrogant – and so that if you make a mistake, no one will know about it but you. That does not mean you should be sloppy or careless, but that mistakes are a part of the process. And unless you are allowed to make them, you will never learn what behaviors you need to change to become a better salesperson.
The fifth and final rule of successful cold calling is:
Be organized!
I hate to sound like your Mom, but the truth is a cluttered workspace makes for a cluttered mind. When cold calling, you need to be able to think on your feet. You can’t do that when you have a desk full of stuff distracting you from your conversation. All you will need is a piece of paper, a pen and your phone. Good luck and good selling!
Copyright © 2006 John Costigan Companies
If you wish to learn more about overcoming the sales obstacles that stand in the way of a greater career or business success, register for the East Coast Costigan LIVE seminar scheduled to take place in Raleigh, NC on April 11.
PART 4: Want to Close More Deals?
PART 3: To Match Price, Or Not To Match Price?
PART 2: 3 Tips to Shorten the Selling Cycle and Boost Your Performance
PART 1 5 Steps to Making Successful Cold Calls Without Sounding Like a Salesperson
 Have a question to ask our expert? John Costigan welcomes your emails. Click here to email John!
About our Expert:
For more background information and past articles for CarolinaNewswire.com, check out John's Archives as well as all our other guest expert columns.
CarolinaNewswire.com provides the thoughts and analysis of this columnist as a free benefit to our readers but without any representations or warranties as to the accuracy or efficacy of such thoughts or analysis. The opionions, analysis, and thoughts expressed here are those of the author only and should not be deemed as medical, legal, financial, tax or other advice from this publication. Readers with such questions should consult a professional.
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