The “Cold Call”

The thought of having to make a Cold Call is one of the greatest fears that many small business owners have. But, sometimes, that is the only way to get into a “closed door”. Before we talk about cold calls, make sure you’ve exhausted every other way of making a contact with this company; that includes asking your data base and support team if they can make an introduction.

Before a cold call is made, there is a preparation time:

• Have your business cards
• Have your company benefit brochure
• Research your target on the internet. Gather information on LinkedIn, google and other resources you have.

The information you have gathered will most likely include the owner’s name. If you have it, skip the name gathering process..

1. Walk in the door and tell the receptionist or the first person you meet that you would like to leave some information on your product or service and ask “Who decides on that type of thing?” Chances are good you will get a name.
2. Next say “ I want to leave some information and a note for him”
3. Ask for that person’s business card. No, you won’t get it all the time, but you should get this information over 70% of the time.
4. Next question, “When would be the best time to call him?”
5. Last, make sure you ask the person who is giving you this information, their name and thank them using their name.

I recommend a follow-up call to the person you met within 24 hours and ask if you can set an appointment with the decision maker.

If the appointment is not made, send a personal handwritten note to the decision maker telling them about your visit and how you feel it would mutually beneficial to meet. In your note say that you will be calling them to inquire about scheduling an appointment.

There are many ways to make the dreaded Cold Call. If you don’t have a method, start with this; and after several calls, you will have developed a process with which you are comfortable with. 

Remember, don’t sell blue sky. Be truthful and show how you can help.

“Every time I thought I was being rejected from something good, I was actually being re-directed to something better.”  Dr. Steve Maraboli