Cold Calling Tips from the Queen of Cold Calling

1. There are three key elements you’ll need to address in order to prepare for your prospecting calls: The What, Who and Where. What are you selling? Who is going to buy it? Where will you find them?

2. The “What” encompasses the benefits and/or value that your customers and future customers receive from using your products or services. This is sometimes called a “value proposition” or WIIFM, “What’s in it for me?” from your prospects’ point of view. If you are able to quickly help your prospect understand the value you are offering you will be able to gain that prospect’s attention and have a conversation.

3. The “Who” is out of everyone in the entire world who might conceivably buy what you’re selling, who is most likely to buy what you’re selling? Who is mostly likely to buy a lot of what you are selling? And who is most likely to come back and buy again and again? These are the prospects that you want to call. Introductory calling should be very targeted. The more targeted you are, the better your results.

4. The “Where” is where will you find a list of those prospects? Once you have identified the “Who” (For example, industry, size of company, title of decision-maker…) it is not difficult to find lists. There are many, many resources available on line. In addition, if you live near a good library, business library and/or college/university library you may be able to find everything that you need at the library. Libraries have access to many databases that you can access for free. These days libraries have resources on line, you may not even have to leave your office.

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