Cold Calling Techniques

NTCAR | cold calling
techniques
Effective cold calling techniques, tips and methods
Good cold calling – performed properly and not as merely an
indiscriminate ‘numbers game’ – is a fundamental and highly transferable
capability, whose basic principles are found in the behaviors and
techniques of all great entrepreneurs and leaders.
In essence cold calling is the art of approaching someone, professionally,
openly and meaningfully, with a sensible proposition.
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Cold calling is how you see it
Successful cold calling essentially relies on your own attitude toward cold
calling
Viewed positively and creatively, cold calling is empowering and potent
Cold calling actually enables the sales person to :
 pre-empt the competition
 identify and create huge new business possibilities
 become indispensable as someone who can make things happen and
create new business
 build your personal reputation beyond job title and experience
 build a network
 establish relationships and a respect (for you) beyond normal sales
responsibilities and be an entrepreneur
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The enormous potential of cold calling
It’s worth making a big effort to see cold calling in a different way
because it is both a key to personal success and to business success.
Starbucks
Deloitte
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Cold calling – changing your perspective changes cold calling
When we stop looking at cold calling from the sales person’s viewpoint and from
the customer’s viewpoint, and start seeing it from a business perspective, cold
calling becomes a wonderful opportunity that anyone can enjoy and optimize:
how sales people typically
see cold calling
how customers see cold
calling done poorly
what successful cold
calling should be
fearful
nuisance
honest / open
boring, repetitive
unwanted
straightforward
unpleasant
indiscriminate, unprepared
interesting / helpful
unimaginative
pressurizing
thoughtful / reasoned
rejections
tricky, shifty
prepared / informed
thankless
dishonest
professional/businesslike
confrontational
reject, repel cold callers
efficient / structured
unproductive
shady, evasive
respectful
demoralizing
contrived
enthusiastic / up-beat
unhappy
insulting
informative / new
numbers game
patronizing
thought provoking
disrespectful
opportunity / advantage
credible / reliable
demonstrable / referenced
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Cold calling techniques – underpinning principles
Important basic cold calling techniques include:
 preparation
 introduction
 questioning
 objectivity
 listen and interpret
 inform and educate
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Underpinning principles - preparation

self

environment

knowledge

who you represent
Phase One: Your mental approach – the way you see yourself and the cold
calling activity

See cold calling as strategic and empowering

Your work environment.

Avoid behaviors that add to your stress levels

Have some personal goals and aims

Visualize how you want to be regarded by the people you speak to
Phase Two: Your understanding and wording of your offering / proposition in
relation to your prospects and their situations
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Preparation Example: Total Wine & More

Research the prospect/company -
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hoovers.com
Preparation Example: Total Wine & More

Research the prospect/company
- wikipedia.com
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Preparation Example: Total Wine & More

Identify the decision makers
- company web site
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Preparation Example: Total Wine & More

Identify the decision makers
-
google search
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Preparation Example: Total Wine & More

Study the company, their locations, their preferred co-tenancy, their
competition - hoovers.com
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Preparation Example: Total Wine & More

Create a strategic basis for making the call
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Preparation Example: Total Wine & More

Make the call

Get voice mail

No return call
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Preparation Example: Total Wine & More

Send informative information
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Preparation Example: Total Wine & More

Create common bond – the link

Send the e-mail - wait
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Preparation Example: Total Wine & More

Make the call to Phil Armstrong - linkedin.com
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Preparation Example: Total Wine & More

The key then becomes having a precise and clear purpose for the call
NAVIGATING THE WET/DRY ISSUES AND OUR
COMMITMENT FOR CREATING CHANGE IN
THE WET/DRAW LAWS IN NORTH TEXAS
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Underpinning principles - introduction
 Be very clear and concise about who you are and the purpose of
your call.
 Have a powerful strategic basis for requesting dialogue.
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Introduction Example: The Total Wine Call
Phil, thank you for getting back to me. Our group has had the great
fortune of bringing Starbucks, Pottery Barn, Sprouts, Life Time Fitness,
Capital One and Aldi to Texas – all with great success. We understood
their needs, listened and implemented. We are leading the
commercial real estate effort to effect change and have invested
heavily in both time and money in understanding the wet/dry issues for
the retail sales of alcoholic beverages in north Texas. I believe our
knowledge relative to these critical issues would be of great benefit and
would like to share it with you. Have you guys begun to grapple with
the wet/dry issues in north Texas? I plan to be in Maryland twice in the
next six weeks: the week of XXXX or XXXX, but will come at your
convenience. What would be best for you?
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Introduction Example
Jody Hahn – broker for Lynn O’Neil
Restoration Hardware and Apple sites on Knox Street
“Because I do not recognize your sign as a mainstream retail real estate
company, I am curious to know if you are aware of all the potential
users for your building or are you grappling with what to do or who to
call? Do you know all the users that you should be calling for that site?”
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Creating an Introductory Proposition
It is not:
 Features – Advantages – Benefits (FABs)
 Unique Selling Proposition (USP)
 Commercial for Your Company
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Creating an Introductory Proposition
It is:
 A statement that looks at the world from the customer’s point of view
 Unique Perceived Benefit (UPB)
 Conversational in tone
 Concise and to the point
 Should include your core problem statement
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WINE TASTING
Five Great Wines
1. NAIA 2010 (SPAIN)
lime and kiwi, together with the classic plant-like qualities of Verdejo; fresh, with a long and dry finish.
2. ALTO ADIGE TERLANER 2010 (ITALY)
pears and apples, fresh and crisp, on the nose and palate; a hint of perfumed, floral honey
3. DOMAINE LA ROUILLERE 2010 COTE DE PROVENCE CUVEE ROSE (FRANCE)
pale, fresh colored rose; agreeably light finish; delightfully fresh wine for casual dining
4. CHARLES & CHARLES ROSE 2011 (WASHINGTON STATE)
delicate strawberry, watermelon & floral notes; bright red berry fruit, minerality, lively acidity and a crisp finish.
5. DOMAINE DE LA JANASSE 2008 TERRE D’ARGILE, COTE DU RHONE VILLAGE (FRANCE)
big sweet perfume of licorice, blackberries and kirsch, syrah, grenache, mourvedre
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Introductory Statement Exercise
1. Think of an actual specific prospect.
2. Write an introductory statement that is conversational, opens with a
core problem statement, and is a problem for which you are
prepared to offer meaningful, valuable solutions.
3. Be concise and to the point.
4. For this exercise, be creative. Identify the need/problem and
prepare to give them a valuable reason to have a “calendar
relationship.”
5. Remember – think about what core problems your prospect might
be having.
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Underpinning principles - questioning
Prepare and ask good facilitative questions which help the other person
to see the situation more clearly, and which invite them to consider and
explain how they decide about such issues. Be conversational.
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Underpinning principles - objectivity
Remain fair and neutral – objectivity is the mark of an advisor.
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Underpinning principles – listen and interpret
It is far better to listen and interpret from the customer’s perspective, as
would an expert advisor, rather than act as a biased one-sided self –
interested sales person.
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Underpinning principles – inform and educate

You, or your company, are the expert in your service or proposition.

Giving information and fair and useful feedback.

It’s not a race or a rush.

Don’t focus only on the appointment.
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Conclusion – some final thoughts about cold calling

Learn to sell your company.

Schedule time.

Develop a good prospect list.

Ask your current clients what were the two or three core problems they had
before they started working with you.

Don’t be over enthusiastic. That triggers immediate rejection.

Be conversational in tone.

Diffuse hidden pressures.

Determine a fit and if a calendar relationship makes sense. “Unlock the
Game,” by Ari Galper

Be human, be real.

Use humor.

Don’t leave long-winded voice mails – actually, don’t leave them at all.

Use introductory letters, information – that are really good & helpful.

Don’t have to make 50 calls a day – but you need to make one.

Practice, practice, practice.
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Conclusion – the most important takeaways

Cold calling is empowering and potent.

Having a powerful strategic basis for requesting dialogue.

Remember, you are calling to be a helpful strategic advisor.
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WINE TASTING
1. NAIA 2010 (SPAIN)
lime and kiwi, together with the classic plant-like qualities of Verdejo; fresh, with a long and dry finish.
2. ALTO ADIGE TERLANER 2010 (ITALY)
pears and apples, fresh and crisp, on the nose and palate; a hint of perfumed, floral honey
3. DOMAINE LA ROUILLERE 2010 COTE DE PROVENCE CUVEE ROSE (FRANCE)
pale, fresh colored rose; agreeably light finish; delightfully fresh wine for casual dining
4. CHARLES & CHARLES ROSE 2011 (WASHINGTON STATE)
delicate strawberry, watermelon & floral notes; bright red berry fruit, minerality, lively acidity and a crisp finish
5. DOMAINE DE LA JANESSE 2008 TERRE D’ARGILE COTE DU RHONE VILLAJE (FRANCE)
big sweet perfume of licorice, blackberries and kirsch – syrah, grenache, mourvedre
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