Cold Calling Tips from the Queen of Cold Calling

  1. Projection is when your prospect says something and you hear something else. It is vitally important not to read extra meaning into statements made by prospects. Remember, your priorities and those of your prospect are not the same. Your number-one priority, of course, is getting in the door and, ultimately, making the sale. But that is not your prospect’s number-one priority.

  1. It is important to separate yourself from whatever the prospect (or her secretary) says. When you hear from the secretary that your prospect is “not available,” “on the phone,” “in a meeting,” “out of the office”… this does not translate to: “My prospect knows that I am calling, and she does not want to take my call.” “She doesn’t like me.” “She doesn’t want to buy from me.” “She doesn’t want my product/service.” “She hates me.”

  1. When making introductory calls, focus on the “yes’s” and not the “no’s.” If, for example, a prospect tells you that she is not the decision-maker, this is not a “no,” and it is not a rejection. She is not the decision-maker. Most of the time, she will tell you to whom you should be speaking-and that is a “yes.” She’s helping you. If your prospect does not use your type of service, that is not a rejection. She does not use your type of service. All the common objections-“I’m too busy…” “Send me literature…,” etc.-are not necessarily rejections. Looking at introductory calling from this perspective will give you many “yes’s” and very few “no’s.”

  1. Keep records of your calls, so that you can determine your calls-to-appointments ratio. You might find, for example, that, on average, it takes 30 calls to schedule one new business meeting. So then, you know that if you make 30 calls, you should be able to schedule at least one appointment. As you continue to make calls, if the ratio stays at 30 calls to one appointment, then you will know that those are your personal numbers. More than likely, however, as you continue to make calls, your skills will improve and that ratio will lower.

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