The Art of Cold Calling - Selling your new product idea, ingredient, process or technology

Here are the key requirements to consider when attempting your sales pitch.

G

oal:   Aim of cold calling is simply to open dialogue, to get to first base, and possibly (if it suits the prospect) to make an appointment for further discussion and exploration.

P

urpose:   Be concise  - have a powerful strategic basis (your main reason) for requesting dialogue, now or to be scheduled later, depending on the availability of the other person at the time.

S

hort & Sweet:   Keep it simple yet attractive...what's in it for them?

C

reate Trust:  Creating trust with your prospect is your primary goal - not making the sale.

Q

ualify:   Shift your mindset away from 'making the sale' towards whether the fit exists or not.  Look for what the other person is thinking and whether there is actually a real possibility of a fit. Do not assume they should buy what you have.  Aim to qualify, not force or persuade.

B

e a "Helper":   Be a helper not a pitcher.   Help your prospect or client, instead of referring to features and benefits - this centres the conversation on the other person, not you.

G

atekeepers are allies:  Be pleasant to whoever picks up the phone or is guarding the inner sanctum when cold calling. Develop strategies to get the gatekeeper on your side. Sometimes asking, "I wonder if you could help me?" will help you get the information you need, such as the name of the right person to talk to or when the best time to contact the prospect is.

T

iming:  Do your cold calling early in the morning, if possible.  That's the best time to reach the decision maker directly, and for most people, the time that they're most energized and available.  Tuesday morning is now considered the best time for success.

R

emember me?:  Sending prospects or clients a small, unique promotional item can help break the ice and makes your business stand out from the crowd (such as a milk or dark chocolate bar).  You need to be remembered!

E

xample:
Include a greeting and an introduction, a reference point (something about the prospect), the benefits of your product or service, and a transition to a question or dialogue.