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SalesGrowth MD, Inc. | Denver/ Englewood, CO

Cold Calling

One of the biggest challenges in the sales world is properly executing a cold call. Cold calls can be awkward, nerve-wracking, and even detrimental if not initiated correctly. However, cold calling isn’t a complex obstacle to tackle. In fact, the skills are quite simple, and it’s a necessary skill that every top seller must master. Below is a four-step guide to follow when cold calling to increase your efficiency and effectiveness.

Ask salespeople to list their least favorite selling activities, and you can count on “prospecting” being at the top of the list. And, the least favorite of all prospecting activities is unquestionably making cold calls.

Most sales people hate to prospect. I would go so far as to say that anyone who says they like to prospect has either never done it or currently doesn’t have to do it. It can be a seemingly thankless effort the results of which often don’t seem justified by the time invested. David Sandler, the founder of Sandler Training had a great quote on prospecting, “You don’t have to like it; you just have to do it.” The inherent truth in that assertion remains unchanged but HOW we prospect has changed dramatically. The average persons’ tolerance for what author Seth Godin terms “Interruption Marketing” has changed dramatically. Laws have been passed regulating phone solicitation, DVR devices allow us to escape commercials while watching television, and anti-spamming laws continue to clamp down on e-mail solicitation. The message is clear; we are sick and tired of relentless “Interruption Marketing” at work as well as at home.

There are a lot of good reasons to pick up the phone and reach out to new prospective customers. When it comes to finding new business opportunities, the phone offers a high level of efficiency, is relatively inexpensive, and is a great way to gather valuable information that can help us find business.