There are a few core and useful skills in life that make
all the difference between success and mediocrity, even failure. The skill of
being able to cold call certainly fits into that category.
You may think cold calling is a skill you’ll never need.
You’re not selling anything. Maybe, but what if you’re trying to find a job? Or
trying to get a reporter at a major magazine to write a story on your company?
Maybe get a date for this weekend? Knowing how to make a call, get to the right
person and succeed at getting what you want is vital. And in today’s
environment of over-saturation of email, traditional mail and advertising, you
can no longer assume that the act of simply sending information will get the
response you desire. You need to follow up for a contact to be effective.
Tip Number 1 – Who you gonna call?
This is a huge stumbling block for most people. You want
an appointment at XYZ company, but don’t know anyone there. But all you have to
do is figure out who the best contact is for your business, figure out their
mail or email information and have a compelling proposition for them to overcome
that. It’s not difficult. Pick your prospect company , then start with their
web site – there is usually a phone number, contact address and often a list of
the management team available. Pick the person closest to what you want. For a
presentation of your agency’s skills, probably a VP of Marketing. For a
partnership between your company and theirs – the CEO. And so on. If there
isn’t a contact name on the site, try calling the main switchboard number and
asking the receptionist or the admin in the appropriate department. (This
used to be a sure bet, but now it’s not unheard of for a company to refuse to
give a name or to put you into an endless voice mail tree). If all else fails,
try the customer service number on their site or the PR contact on their press
releases to get the appropriate information. Or send an email to the “contact
us” email box on their site.
Tip Number Two – Make it easy on yourself
I’m great at getting the name I want, I’ve got guts and I’m
not afraid to call anyone, but I admit to leveling the playing field a
bit. I mail something to the person I’m contacting before I call. I’ve
developed teaser pieces just for this purpose that catch attention, make an
offer and introduce myself and my company. That way when I call, I’m following
up on something I’ve sent and the person who I’m calling is more educated and
more likely to take my call. Some of the best teasers I’ve seen are those that
quickly get the attention of the recipient, have a warm or humorous reference to
the problem that can be solved by the company sending them and have very
memorable graphics or packaging. It’s very easy to remind a prospect of what
you sent if you can refer to “I sent you something in a can” or “my package had
a big red pencil printed on it”. I’ve even sent a baseball bat when I’ve really
wanted to make a point. Use your imagination and find something that fits your
budgets and goals.
Tip Number Three – Your job, their job
Your job when you cold call is to convince someone to do
something. Meet with you, hire your company, do something for you, help you
out. Their job is to avoid the call. They’re busy, got enough vendors and
employees, and they don’t really want to be bothered with your call. Accept
this and respect this and be prepared for it. Try to figure out what they’re
going to say ahead of time to avoid your proposal and identify how you’re going
to convince them. Be prepared to test a number of approaches until you find one
the ones that work the most consistently.
Tip Number Four – Don’t work without a script.
Before I dial the phone, I decide what I’m going to say,
what my objectives are and I script every call. I have two scripts for each
purpose of calling – the script for actually reaching the person and a voice
mail script in case they don’t answer the phone. I plan for any objections that
my prospect may voice to avoid meeting with me with responses that are designed
to get me that appointment. I do this by giving them my name, letting them know
I’m a 20 year veteran and name dropping a few of my clients that are similar to
them. And by mentioning similar programs where I’ve had success. For a voice
mail, a similar goal – to intrigue them enough with my background and
capabilities that they either call me back or take my next call.
Tip Number Five – Play the numbers
You have probably heard that cold calling is a numbers
game. And it is. Depending on your offer and the target audience, it’s not
unusual to send 10 teasers and only end up connecting with 1 person. And
closing 1 in that 10 for an appointment. So 100 letters equals one success.
So I make sure I’m persistent and disciplined. I put my best effort into each
contact and call. I carefully screen the people I contact to make sure they
truly need or want my services so I have a qualified prospect. But most
important, to make sure I have a full pipeline of prospects, I add 5 – 10 new
contacts a day until I am spending an hour or two per day cold calling when I’m
in my heavy prospecting mode.
Tip Number Six – the Magic Five
This is amazing, but I read somewhere that if you leave 5
voice mails for someone you’re trying to reach, the effectiveness increases
significantly. I was shocked to hear it, but I’m a direct marketer and I
couldn’t help myself, so I tested it. It really does make a difference. I
often feel ridiculous by the 3rd or 4th message when they
haven’t called back, but if I force myself to go all the way to 5, I find I do
get a lift in returned calls. In fact, the fifth voice mail message usually gets
me a higher number of calls back than any of the ones that I’ve left up to that
point. (Hint to those receiving calls – if you aren’t the right contact or
truly are not interested, call back or say so. It will save everyone a lot of
time and trouble.)
Tip Number Seven – Attitude is everything
Remember, you provide a great service or you’re a great
candidate for that job. You have a right to call and introduce yourself and to
be persistent in connecting. I get complimented on my persistence all the time,
but I am also extremely professional when I call. I always state my full name
and my company name when I call. If I get through to my prospect and they’re
obviously rushed and stressed, I offer to call at a more convenient time. I say
please and thank you, but I don’t act overly familiar. I am never rude to their
staff and I don’t act offended if a prospect has lost my information or doesn’t
recall getting it. I offer to send it again. I keep focused on my goal –
getting this person’s attention and getting them to do something for me.
Professionalism does nothing but make this easier.
Tip Number Eight – Waste not, want not
I actually like a “no” from someone I’m calling. It means
I don’t have to call them any more and I can spend time doing other things. But
I also don’t want to waste a perfectly good prospect if I get them live on the
phone. If I get someone who says they don’t handle what I’m calling for – I ask
who does. If they say a resume went to someone else – I ask who and follow up.
If I’m not right for the job – I ask what they’re looking for to refer a
friend. I’ve even asked reporters why they’re turning down a particular story
I’m pitching and for advice on where to go – I’ve learned a lot and gotten great
advice for nothing!
Tip Number Nine – Sowing seeds
Cold calling is a lot like planting a garden. You plant
seeds, give them a bit of attention on a regular basis and just when you give up
hope, plants “magically” appear! Most of my efforts at prospecting have taken a
minimum of two to three months to pay off. Sometimes longer. So be patient,
don’t give up hope and most of all – be persistent. The results will come –
just don’t expect overnight success.
Tip Number Ten – Reward yourself
It’s hard to get motivated to make a lot of calls. It’s
fun to succeed at getting an appointment or a sale, but most of the time cold
calling is literally about expecting to get rejected most of the time. So,
don’t take it personally, but also know that it’s not something to do all day
long. You need to sound enthusiastic to be successful. You can’t do it 8 hours
a day. So look at the number of calls you need to make – I can average 30 or so
an hour since most of the time I’m just leaving voice mails – and plan to make
calls for a certain period of time. Then reward yourself with a walk or a
coffee before you get back into gear. Be sure and reward yourself just for
making the calls – not for appointments. It’s easy to feel good when you’ve had
success, but harder to keep yourself motivated in between those moments!
Don’t afraid of the phone. Be one of those who use calls
to make the difference between success and failure. You’ll be surprised at the
difference it does make.
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Jackie Walts is a marketing consultant specializing in
agency searches, direct marketing and PR. She has been featured as a speaker on
direct marketing, media and business-to-business advertising for the Direct
Marketing Association and has been featured by Microsoft Press and in Fortune
Small Business and Expo Magazine.
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