2. Use a brief sales script. You’ve got about ten seconds–that’s about two sentences–to prove that you’re worth the prospect’s time and attention. More than that and the prospect will hang up, or say anything to get you off the line. See: A Cold Calling Script that Works.

2. Use a brief sales script. You’ve got about ten seconds–that’s about two sentences–to prove that you’re worth the prospect’s time and attention. More than that and the prospect will hang up, or say anything to get you off the line. See: A Cold Calling Script that Works.

Preparing your call also makes your more confident. According to Sam Richter, author of Take the Cold Out of Cold Calling: “Even if you’re not going to use the information, you will come across more confident and more powerful when you have information on the other person and their company”

Even in today’s virtual world, the obituary for cold calling is premature. Ideally your phone would be ringing off the hook all day with clients offering you business but the reality is that if you want business, you need to go after it, and as part of your outbound marketing strategy, cold calling can be a very effective sales tactic if it’s done properly.

If the thought of cold calling makes your stomach drop to your toes these cold calling tips won’t eliminate your fear, but they will help you make it a more successful experience.

Beginners tend to think that cold calling is about making the sale. It’s not. It’s about getting the chance to make the sale. Specifically, the purpose of a cold call is to set an appointment to make the pitch.

You need to target your cold calling to the right audience. Use market research to focus on your target market. (See How to Find and Sell to Your Target Market.) Then find out as much as you possibly can about the company or individual you’re going to call in advance. This gives you the huge advantage of being able to talk about their business and their needs when you call them.

According to statistics from Vorsight, if the person you are calling is in a common LinkedIn group you are 70 percent more likely to get to speak with them on a cold call. And what’s true of LinkedIn is true of other social media platforms; having a connection through a social media group will increase the prospect’s receptiveness when you reach out to contact them (one more reason to work on establishing/extending your social media presence).

This lets you organize your thoughts before calling, and helps you avoid common mistakes in the opening that would give the person you’re calling the chance to terminate the conversation. For instance, when you’re cold calling, you should never ask, Is this a good time to talk? or How are you today? Don’t read your opening statement into the phone, but use it as a framework to get the conversation off to a good start.

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