Thursday, May 28, 2009

Cold Calling 101 - Preparation is Key

While many people think the call itself is the most important aspect of a cold call, sales trainer Dr. Drew Stevens thinks there's a lot more to it - and we'd have to agree. He's outlined a few of the things you must do before picking up the phone to make a cold call. Not being prepared will leave you with little success. Prepare for success, and you'll achieve it.

1. Call Preparation
Call preparation is the single most imperative idea about cold calling. Before you make a call, you should understand the client, the industry, and perhaps any competitive issues. Never call a client without premise.

Since your mission is to establish a relationship, you need to consider whom you will call and your call motive. Names of those to call can be purchased through database management systems, or obtained through referrals or reading industry periodicals.

2. Competitive Analysis
Once you obtain the required company information, it's time to conduct your competitive analysis. Useful information related to prospective competitors to the buyer is helpful in understanding industry issues affecting the client. A sincere understanding of client issues assists in promoting a stronger relationship.

3. Value Proposition not Elevator Speech
The proliferation of the Internet has made it easier for prospective clients to gain information on you, and with so many competitive players, detailing your services to clients begins to sound ubiquitous to them. Heard one, heard them all as the cliche goes.

Organizations today require focus on two complicated issues: productivity and profitability. Your mission is to create a succinct message that addresses these concerns. In other words, you need to depict your value and outcomes in a succinct method so that prospective clients understand your differentiation.

So, there you go. Research and create a way to differentiate yourself before the call, and your day will be much more successful.

Drew Stevens PhD knows how to dramatically accelerate your business growth. Known as "The Sales Strategist" Drew Stevens has 25 years of domestic and international sales and marketing experience. Learn more at

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Anonymous Ares Vista said...

Everyone hates to make cold calls, but in your down time, it's absolutely necessary. When you got nothing else going, it's important that you hit all possible leads. Most of the time, it's not exactly 'cold', hopefully the leads you have are at least somewhat targeted consumers.

May 28, 2009 8:44 AM  
Blogger Adam said...

Wow! 25 years of selling and still doing cold calls. Still trying to impress over the phone the busy person on the other line with knowledge about their industry. Time to shed that old skin... maybe it's time to start making warm calls... I think they work a bit secrets, no signups, no need to enter your email address, just read and learn and comment...

May 28, 2009 8:51 AM  
Blogger Business Coach Cheryl said...

A great plan for increasing your sales productivity. Quite often though sales people do all these steps and still miss the mark.

They focus on what they want and what they're going to say. That just doesn't work and isn't why you're doing these steps.

Instead as you go through these steps focus on what the buyer wants, what they're looking for, and what they need to hear to give you their attention.

Put a bow on your hard work by focusing on engaging your potential buyer once you get them on the phone. Then get them to do the talking as quickly as possible.

May 28, 2009 11:25 AM  

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