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Summary: If you’ve been in sales for more than a few months you have been bombarded with all kinds of cold calling “tricks” that can be low-rent and make you feel uncomfortable. There is a technique that is adopted from personal relationships that works incredibly well when cold calling.

When I met my new dentist for the first time recently I was pleasantly surprised. I was surprised because he had taken the time to read through my dental records. He had also read the notes in my file that his office staff had written. During our first few minutes he made sure to let me know that he was well-read on Scott R. Sheaffer.

It was music to my ears. I was impressed.

This same technique can open doors for you when cold calling. Knowing something about your prospect before you make your first contact can really amp-up your cold calling effectiveness. The larger the opportunity, the more important this is. This practice of researching prospects before contacting them seems to be forgotten by many sales representatives…and it’s costing them money.

Sales representative to prospect: “Hi, Karen. This is Paula and I’m your account manager with the XYZ Security Services Company. I’m calling you because I’m researching businesses that are a good match with our services. The two new facilities you are building in Denver are going to need security services and one of our largest offices is located there. We are incorporated in the US; I know your company prefers to use US companies. Can you take a second to…”

Prospect to sales representative: [Doesn't know what to say because she is so dumbfounded and impressed that someone cold called her and knew something about her business needs. While Karen temporarily isn't able to say anything, Paula has definitely gotten her attention.]

Here’s what’s crazy; finding background information about prospects is ridiculously easy with the Internet. It takes about 60 seconds to get all kinds of information.

“But Scott, this will take me so much longer and I won’t be able to make my required number of calls.”

Remember, your goal is not to make calls; your goal is to make sales. While the number of contacts you make may diminish, the increase in effectiveness will skyrocket and more than compensate for lost time. If your sales manager is fixated on the number of calls you’re making and not the quality of those calls, please tell him or her to join the 21st century. The sales game has gotten a lot more sophisticated since 1950.

Do you prepare for cold calling? How do you prepare for cold calling?

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Tags: Prospecting, prospects

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