Last week I found myself doing a bunch of cold calling into 1,000+ person companies so I thought I’d share some quick tips specifically on what not do when cold calling.
The goal of a cold call is to set a meeting, not to sell them on the spot.
Write out a script before the call.
Even though I’ve made hundreds of cold calls, I still write out a script before I start calling every time. Having it in front of me:
Ask a question within the first 2 sentences of the conversation.
When someone is cold-calling me, most times I know it immediately. The give-away is the fact that they just start spouting off their spiel without even making an effort to engage me in a conversation. When I recognize this, I immediately turn off my brain and solely focus on how I can politely get off the call. I think I’m not alone in this camp.
One way to thwart this is to ask a question within the first two sentences of the call. My personal favorite is “I was hoping you might be able to help me out…do you know who manages [insert initiative]?”
I don’t think anyone enjoys cold-calling, but the fact is sometimes you need to do it to get the job done. And trust me, it can work at the fortune 500 company level if done properly.