Top 3 Rules to Sales Cold-Calling

Rule #1 Forget what you think about cold calling. All top performing sales reps cold-call successfully. If you are a sales representative, you are paid to get into your car, visit and find NEW customers. Even inside sales reps should make the effort once in a while to canvass for new accounts out in the field. Leave random telephone calling to call centers and automated dialers.

Rule #2

Quality of customer contacts is more important than Quantity. Your goal when contacting companies that may have the potential to become customers is to focus on the quality of your presentation; not how many presentations you can do in one day.

When you contact a business ‘cold’ you are simply demonstrating to that business you haven’t put the work into understanding even the most basic info of their business. You want to present yourself and your products as a potential business partner. A true business partner would be able to answer some basic questions.

1.      How long has the company been in business?

2.      Do they have a clear need to use my products?

3.      Are they carrying any of my competitions products?

4.      Who is the person I should be presenting too?

5.      What advantages can I offer to this business?

Answering these questions can be as easy as calling the business and introducing yourself to the secretary and seeing if she will answer one or two of your questions. Another tactic is to research the business online. Researching is a wise move if you feel this potential customer could be a major account. 

Rule #3 Customize the presentation. The best way to present yourself as a business partner is to find a need and provide a solution during your presentation. Here are some tips to building a custom presentation:

1. When entering the business for the first time, take your time to take in as much information about the business as possible (scan for opportunities). Too many sales reps enter a business walk straight to the reception and declare they would like to speak with the buyer.
2. If possible speak to non decision makers. You will easily be able to speak with the non decision makers. Find out what products they currently use/sell. How long have they been using this company? In there opinion, are they satisfied with the service? What could be improved?
3. Don’t expect to see the buyer on the first visit. Instead have a brochure or some form of information about your company with your card already stapled to it. Once you have taken a mental inventory of what products are being sold or used and spoken to a few non decision makers. Leave the brochure with your card for the buyer.

The first visit to a potential new account should be a fact finding trip to help you provide solutions when you eventually meet with the buyer. You will have made a small impression on the business; but you have given yourself a chance to learn about the company.