Cold Calling 101

Does your job entail cold calling? Do you want to improve your cold calling techniques to set more appointments? Sure you do, we all do.

Believe it or not cold calling is not hard if you have a system in place. You are not selling your product or service over the call, just selling the appointment. Cold calling for appointments should be short, two to three minute calls max, that result in an appointment.

You should always have a basic script for your calls. Of course you want to practice so it doesn't sound like you are reading from a script and have these five basic steps covered for maximum success.

1. Get the person's attention. Many sales people think you have to have a provocative statement like, "if I could show you how to save money......" The best way to get the person's attention is by saying, "Good afternoon, Mrs. Robinson." This is direct and polite and will yield a yes or no response from the person.
2. Identify yourself and your company. Not just your name and your company name but a brief statement about your company and what they do.
3. Give the reason for your call. Remember you are not selling anything other than an appointment so it can be as simple as, "the reason I am calling you today to set an appointment." 
4. Make a qualifying statement. Your qualifying statement must be structured so you receive a positive response, not a negative. What ever your qualifying statement is you are trying to get the person to say yes.
5. Set the appointment. Direct and to the point. "Great Mrs. Robinson, then we should get together. How about Wednesday at 9am?"

With these five simple steps you will increase your appointment setting which will increase your close ratio. Here's a sample of a script with these five elements included.

Good morning Mrs. Robinson, this is Richard Bartram from RSB Consulting in Los Angeles. We're a major sales and marketing firm that works with more than 1,000 clients. The reason I'm calling you today is so I can stop by and tell you about our new sales and marketing consulting services and how it can increase your overall revenue. I'm sure that you, like ABC company, are interested in having a more effective sales and marketing strategy? (Positive response from your qualifying statement.) That's great Mrs. Robinson, we should get together. How's Wednesday at 9am?

Simple, direct, and not selling anything but the appointment. Practice and you will increase your appointment setting.

Good luck!