One technique of the sales world that has been around for ages is the cold call. It is also one of the most heavily derided! One of the main reasons why it is made fun of so mercilessly is plain and simple: most people don't like receiving cold calls. In fact, plenty of people don't really enjoy having anything "sold" to them at all! You have probably been on the other end of this and experienced this yourself. By having experienced this, you should already realize what the main key to cold calling is: Don't do it the same way everyone else does! You have already lost the battle if someone picks up the phone and immediately begins to think, "How can I get off the phone with this cold caller?" Instead, you must learn to cold call differently.
Firstly, understand that you need to put in some research. With just a little bit of research, you can save time and improve your results. With research, you can make sure you are calling people who might be interested in your product or service, instead of just calling people blindly. You can find such information through numerous avenues, including questionnaires and studies of your own.
Make sure you have confidence when you make the actual phone call. A script is a great way to boost your confidence, and it is also a great way to ensure a focused, productive call. And once you have this script in place, stick to it! The script should not be word-for-word, but you need to know the general idea of what you will say and where you will take the conversation. You can refine your script over time as well. Add things onto the script when you find that they work. Take things out of the script when you find that they do not work.
As you become more practiced, you can customize your script depending on who you talk to. Soften things up a bit if you are speaking with a small business owner. Add a more formal tone if you are speaking with a high-ranking executive. The more you cold call, the better you will be able to adapt.
Some companies cut cold calls out of their strategy completely, claiming that they "do not work." But if you know how to use them, cold calls can be a huge help for your business!