Don’t dread cold calls, laugh them off.

Don’t dread cold calls, laugh them off.

Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at



Editor’s note: We recognize that many salespeople read The Business Journal each week for information and sales leads. This is a weekly column dedicated to the science of selling, presenting practical information about making sales today.

…Sales Moves…

practical information about making sales today.

Don’t dread cold calls, laugh them off.

You will no longer dread the dreaded cold call after you read to this column several hundred thousand times.

There is a fear and dislike many salespeople have when it comes to cold calling. John Whittington at the Lake Norman SalesMasters club mentioned that he had a big fear of being thrown out of a company when making a cold call It was suggested to him that his strategy should be to only cold call on onestory buildings.

There is a lot of hoopla about call reluctance. Fear of cold calling. Baloney!

If you have trouble with cold calls, it’s usually for one of the following reasons:

1. Laziness

2. Procrastination

3. Lack of preparedness on the part of the salesperson

4. The “not wanting to be rejected” syndrome

and the big one

5. Poor training

You must prepare yourself psychologically it may take as many as 10 no’s before you get a yes. Big deal it’s a sales call, not nuclear physics.

Defining Cold Calling is simple it’s not a dictionary definition like “calling someone you don’t know in the hopes of selling them something” Rather, cold calling is a process that encompasses concepts, techniques and rules, that if followed, will lead to appointments and sales.

There are two types of cold calls in person and on the phone. While the inperson call has more power and flexibility the telephone is a more productive use of your time. The rules and guidelines presented here are applicable to either type of cold call.

Cold calling becomes much simpler when you understand the fundamental rules:

State your purpose quickly within 15 seconds.

Get the prospect interested.

Ask questions that make them think.

Make them respond in a way that determines their interest level.

Make them respond in a way that determines how qualified they are.

Make statements that build rapport and confidence.

Make them laugh.

Be sincere.

Keep your eye on the prize never lose sight of your objective no matter where the call goes.

Maintain control of the call.

How can you accomplish this as often as possible? Follow the Boy Scout Motto… Be Prepared

Have your materials ready.

Know your objective and the purpose of your call before you start

to appoint, to inform, to question, to talk to a certain person, to sell.

Set minimum and maximum goals for each cold call.

Have a script memorized.

Develop appropriate, interest generating opening lines

Select likely target prospects. The closer you can get to your target audience, the more likely your call will bear fruit.

Hate cold calls? Many salespeople make the cold calls easier by turning them into “warm” calls. They do this by:

1. Precalling someone other than the prospect to get information about the prospect or the prospect’s company.

2. Sending a fax or mailing some information.

If you don’t want to cold call, figure a way to make it a warm call.

When you followup call after the letter or fax it better not be “Did you get my letter?”

Try this instead…”I sent you some information on Monday about our computer software and how it can be put to use by your accounting department but it’s not totally self explanatory. I’d like to have about ten minutes to show you how it’s working in businesses like yours, and to explain why I believe it will work effectively in your accounting environment.”

Prospect says “How much does this cost?”

You say “Oh, I don’t charge to make a sales call”

HUMOR Make me laugh and you can make me buy!

More food for thought cold cuts about cold calls

It’s an attitude and a numbers game…If you see enough people and you have the right attitude, (and you’re prepared) you will succeed.

Get ready for the fact that you won’t make a sale every time big deal, so what.

Know your no factor to get to your yes factor. If you can get in appointment in seven tries begin to count the no’s so you’ll know how soon it will be until you get to yes.

Try this start thanking people for telling you no Tell them that they’re helping you get one step closer to yes Tell them how much you appreciate it ask them if they know anyone else that might not be interested, because you still need three more no’s before someone says yes tell them you need people to tell you no, because it helps you get to the yes quicker. It’ll blow them away.

Cold calling is an acquired skill. You acquire it by practicing and being prepared. Want to get better at cold calling? Easy, make more cold calls.

The biggest most important rule of cold calling is… Have fun! It’s a game play to win.

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(Put this quote in the middle of the article)

Cold Calling is an attitude and a numbers game…

If you

see enough people and

you have the right attitude, (and you’re prepared)

you will succeed.

n n n

Jeffrey Gitomer, President of Charlottebased BuyGitomer, gives seminars, runs annual sales meetings, and conducts training programs on selling and customer service. His book The Sales Bible is now available in bookstores everywhere. He can be reached at 704/3331112.

1999 All Rights Reserved

Don’t even think about reproducing this document

without written permission from Jeffrey H. Gitomer

and BuyGitomer 704/3331112.