Selling a new product – a missionary sale – is a lot like stand up comedy. Your pitch sounds fresh because you have practiced it ad nauseum, you need to be able to pivot, shift, reading your audience’s mood. (This is particularly difficult to do via webinar). And, you have to practice, practice, practice.
In this two minute video, I discuss how to make cold calls.
The interesting thing about cold calling is that on one level it’s dead. But I like to say, “Cold calling is dead, long live cold calling.” So, still important to do.
A much different process I think than say when the characters in Glengarry Glen Ross were cold calling to sell lots in Florida. And you can do things to make it more efficient and more focused.
So the first thing to do is to have a good calling list. You should be calling on people at the level that are actually going to respond to your offer, that need what you have. Everyone likes to say, “I sell to the C-suite,” but the chances of you getting a meeting off a cold calling with a C-
level individual are not very high. So, unless you’re selling the Kinsey Consulting Services, you’re probably not going to sell at that level.
Second thing is, you want to be focused and concise, both in your cold call that you make and the email that you send. You want your message to be two, no more than three sentences. I like to link the two, because people tend to remember things — they get a voice mail message in their voice mail box and they get an email.
Third thing is I say, “Like any good cold caller, be persistent and systematic.” So, sit down every day and make your calls. Call people every other or third day, be pretty persistent before you give up on them. And there’s always a fine line between being persistent and obnoxious, and you’ve got to kind of push that line a little bit I think.
I love voice mail. Voice mail is a way of briefing and individual you’re trying to get a hold of about what you’re doing in a quick, short way that they may actually listen to some of. With voice mail, you want to be clear and concise — no more than a couple of sentences — and you want to leave your name and number. And repeat those clearly and slowly, in the event the guy actually does want to call you back or beyond. I often, in that voice mail, will refer to the email I sent to the person. So they’ve now got a link in their minds between the message and the email that’s coming to their in box.