How to Make a Great Cold Call

In the days of latest technologies distracting most of your competitors, there is an opportunity to re-discover strategies that you may not have used in a while. One of those strategies is cold calling. Prospects simply are not receiving as many phone calls as they used to, so getting through can be easier than before. Here are two ways to make a great cold call:

1. Stop the PEP! PEP stands for Pitching, Enthusiasm & Persuasion. Don’t begin a call with a prospect you don’t know by saying, “Hi!!! I’d like to tell you the four reasons you need my product!!!” Prospects are immediately turned off by that silliness. Instead, be genuine and ask for permission to speak briefly. Begin the call with, “Hi Bill, Marc Wayshak calling. Did I catch you in the middle of something?” Simple and unobtrusive. Not to mention, if the prospect gives you an opening, you have some permission to speak.
2. Focus on starting a conversation about their challenges: So often, sales people go right into a pitch on their product or service at the beginning of a cold call. This is expected and will lead to the prospect tuning out. Instead, begin by mentioning a few of the common challenges your clients face and then ask, “Do you deal with any of those challenges?” If the prospect says ‘yes,’ have him explain. Now you have engaged the prospect in a two-way conversation to understand if there is a fit. When a prospect is doing the talking, and you are asking the questions, you have control. And most importantly, the prospect is actively engaged in the selling process.

Remember that cold calls do work in the age where many of your competitors are off sending emails. Of course, a great introduction to a prospect is always best, but sometimes a well-made cold call can land you that meeting you’ve been wanting.

Marc Wayshak is author of the book Game Plan Selling and a sales keynote speaker.