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DOES THE THOUGHT OF MAKING A COLD CALL - a telephone or in-person call to a stranger - chill you?
For ISOs it's a valuable way to market your firm, products and services. You're calling to inquire of the fit
between your offerings and their needs. You can gather information about prospects and qualify them at the same
time.
Become a Scriptwriter! Develop a short script to introduce yourself, showcase your unique selling
propositions and inquire of your prospect's needs. A script allows you to become familiar with what you say and
how you say it, before you actually call. The script gives you confidence and the freedom to ad-lib when calling.
Sounding Off. Cultivate a phone voice that is calm and confident. Before you call: visualize a successful
conversation, take a few deep breaths and smile! Impressions are formed, sight unseen. Speak of the benefits of
your offerings. Remember, listeners are always interested in what you can do for them.
Your script might sound something like this:
"Hi I'm Carmen Ford (smile) of
RightChoice.com. We turn browsers into buyers
(breathe and smile.) Our internet sales systems
help companies establish a web presence. Are you currently selling
products on the Web?"
Cold Caller's Toolkit. At your desk, have your script and notes about the company you're calling, crib
sheets, a calendar and notepad. A lightweight headset frees up your hands.
Don't Forget to Listen! Ask questions and record answers to gather vital information. What's the company
mood, their current focus and latest campaign? Gleaned information helps you profile the company and know how best
to sell. When talking about their problems, needs and concerns, you'll be better able to demonstrate how you can
solve, resolve or address them.
Getting Past Gatekeepers. Sometimes the hardest part is reaching the right person. It may take multiple
calls. Each call should net some information. Record it all. Most gatekeepers are just doing their job, screening
calls and protecting the valuable time of superiors. Secretaries can help or hurt your effort so remain professional
and courteous. Don't leave longwinded messages on peoples' voice mail systems. If unsuccessful, stagger the times
and days you call; many decision-makers arrive before gatekeepers and leave after their gatekeepers have gone
home.
Handling Objections. Anticipate common objections and be prepared with answers that further advance your
cause. Don't let a "no" end the conversation if you believe a fit remains. Sidestep the objection, present an
alternative perspective that paints your organization in a favorable light. By anticipating objections you can use
them to emphasize your strengths, while allaying their fears.
Why Do Business with You? Present what's special about your products or services. Do you offer a dimension
others lack? Say so! Can you fill a gap in their product line? What's unique about your offerings? Emphasize your
competitive strength.
When to Disconnect. Your goal should be an appointment for an interview. Keep your call long enough to get
the appointment but no longer. Respect others' time and don't talk yourself out of the sale.
Rehearse with friends, then use your tape recorder or answering machine. Do you sound confident,
qualified, and professional? Success awaits you�It's your call!
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