Cold Calling Techniques {That Really Work!}

1. Cold Calling Is Essential: Overcome Fear and Master the Art

"To become a successful salesperson, you have to develop a solid base of prospects. This base will only remain solid if you continue to prospect successfully—and the cold call plays a large part in successful prospecting."

Overcome fear. Cold calling is often feared, but it's the most economical and effective way to develop prospects. It's not about selling on the first call, but about setting appointments to discuss your product or service.

Master the art. Successful cold calling requires:

• A systematic approach
• Consistent practice
• Understanding that rejection is part of the process
• Focusing on setting appointments, not making sales

Remember, if you don't make cold calls, you limit your potential client base and ultimately, your success in sales.

2. The Numbers Game: Understand Your Ratios for Success

"If you don't know the numbers you need to reach your goal, you're probably not going to get there."

Know your numbers. Understanding your sales ratios is crucial for success. Track:

• Number of dials made
• Number of conversations
• Number of appointments set
• Number of sales closed

Improve your ratios. There are five ways to potentially double your income:

1. Double the number of calls
2. Get through to more people
3. Set more appointments
4. Close more sales
5. Increase the average dollar amount per sale

Even small improvements in these areas can lead to significant increases in sales. For example, setting just one more appointment per week can result in 50 more appointments per year.

3. Craft an Effective Cold Call Script: Attention, Identify, Reason, Question

"The easiest, simplest way of opening up and getting the prospect's attention is by saying his or her name."

Create a compelling script. An effective cold call script has five elements:

1. Get attention: Use the prospect's name
2. Identify yourself and your company
3. Give a reason for your call
4. Make a qualifying/questioning statement
5. Set the appointment

Be direct and specific. When asking for an appointment, be clear and precise. For example: "That's great, Mr. Jones, then we should get together. How about Tuesday at 3:00?" This approach focuses the conversation on when you'll meet, not if you'll meet.

Remember, the goal of a cold call is to set an appointment, not to sell your product or service over the phone.

4. Use the Ledge Technique to Turn Around Objections

"The Ledge allows you to handle an extended conversation during your call. It doesn't limit your conversation."

Create a foothold. The Ledge technique involves using the prospect's response as a way to continue the conversation and ultimately set an appointment. It's particularly useful when dealing with objections or negative responses.

Ask questions. When faced with an objection, ask a question about the prospect's current situation. For example:

• "I'm just curious, what do you do?"
• "Who are you currently using for your widgets?"

Then, use their answer to demonstrate how your product or service could complement or improve their current situation. Always end with a request for an appointment.

This technique allows you to maintain control of the conversation and turn potential rejections into opportunities for engagement.

5. Master Third-Party and Referral Calls for Higher Success Rates

"This approach can work very well across industry lines, too."

Leverage success stories. Third-party calls involve mentioning your success with other companies in the prospect's industry. This approach adds credibility to your pitch and increases the likelihood of setting an appointment.

Use referrals effectively. When making a referral call:

1. Be direct about setting an appointment
2. Mention who referred you
3. Briefly explain why you're calling
4. Ask for a specific meeting time

Both third-party and referral calls can significantly increase your success rate in setting appointments. They provide a context for your call and make the prospect more likely to listen to your pitch.

6. Leave Powerful Voice Messages to Increase Callbacks

"We get between 65 and 75 percent of our calls returned using this method."

Craft effective messages. When leaving a voice message:

1. State your name and company
2. Leave your phone number
3. Mention a referral or success with a similar company

Use names strategically. Mentioning an individual's name (e.g., a former employee who had contact with the prospect) can increase callback rates to nearly 100%.

Keep messages brief and focused on setting an appointment. Don't try to sell your product or service in the message. The goal is to get a callback and then set the appointment during the live conversation.

7. Follow-Up Calls: Timing and Techniques for Persistent Success

"I was just thinking about you yesterday."

Be persistent. Follow-up calls are crucial for turning initial contacts into appointments. Don't wait for the prospect's suggested callback time; find reasons to call earlier.

Use creative approaches. Some effective techniques for follow-up calls include:

• Mentioning recent thoughts about the prospect
• Referencing upcoming travel near the prospect's location
• Discussing new developments in your company

The key is to provide a reason for calling that feels natural and non-intrusive. Always focus on setting a specific appointment time during these calls.

8. The Four-Step Sales Process: Opening to Closing

"The objective of the first step is simply to get to the next step."

Understand the process. The four steps of the sales process are:

1. Opening
2. Information Stage
3. Presentation Stage
4. Closing Stage

Focus on information gathering. The Information Stage should occupy about 75% of your selling process. Ask questions to understand what the prospect does, how they do it, and why they do it that way.

Make a targeted presentation. Base your presentation on the information gathered, showing how your product or service can help the prospect do what they do better.

Close naturally. After a well-executed process, closing should be simple. Try saying, "It makes sense to me... what do you think?"

9. Principles of Sales Success: Action, Anticipation, and Follow-Through

"If you don't begin to implement the concepts that we've talked about here within 72 hours, and then maintain the activity for 21 days, you're not going to be successful."

Take immediate action. The difference between success and failure is often just taking action on your ideas within 72 hours.

Anticipate objections. Prepare answers to common questions and objections in advance. This preparation is as essential as bringing your business card to a meeting.

Follow through consistently. Think of it as "follow-through" rather than "follow-up." Complete what you've started with each prospect, even if it doesn't always result in a sale.

Remember, people respond in kind to how you approach them. By being professional, prepared, and persistent, you increase your chances of success in sales.

Last updated: March 21, 2025