Cold calling gets a bad rap for being impersonal, but it’s all about how you approach contacting someone new. With a little planning, the right technique is worth the effort: A personal trainer can bring in clients by targeting health-minded organizations, while a new accounting firm can boost business by reaching out to local companies. Perfect your strategy with these simple tips, and you will be on your way to making meaningful connections.
Do Your Homework
To warm up for your cold call, find some common ground with the person you are calling. “You always want to find some way to connect to this person,” says Daniel Collins, senior director of media relations at Mercy Medical Center in Baltimore, who regularly makes cold calls for the hospital. This association could be that you both work in the same field, were employed at the same company in the past or even attended the same university.
It’s easy to tell when a caller isn’t thoroughly prepared, according to Collins. Glaring mistakes, such as using the wrong name or not understanding what the organization does, will pretty much guarantee that you won’t get a call back.
Keep It Simple
You only have a few seconds to make an impression, so make every word count. Say who you are, what you do, and give your pitch -- just keep it short. “If you don’t know the person, don’t go on for 20 minutes,” says Collins.
The same goes for voicemail. Begin with the most important information and plan to leave a pleasant, concise message.
Set a Schedule
When you’re making tons of calls, it’s easy to become overwhelmed. Planning ahead will keep you focused and increase your productivity. To maximize efficiency, Collins recommends carving out a certain time every day or week to make cold calls. As you make calls, check off the ones that went through, went to voicemail or were declined.
A high volume of calls doesn’t necessarily make for better results. Even if you have to meet a call quota, be careful to get all your information straight and treat everyone you call with a pitch specifically tailored to his or her needs.
Work Together
The ultimate goal of a cold call is to forge collaboration, so consider how your cold call will serve both parties. “Put yourself in the position of the person you’re trying to reach,” says Collins.
A small business owner needs to promote his or her company as well as generate creative solutions for its clients. A representative from an events agency, for example, would be wise to read up on a potential client’s past programs and events to create a compelling pitch. A restaurateur seeking more diners must consider the restaurant’s menu, ambiance and location to click with the best clientele. It’s not just about what you can get from someone, but also how you can help them grow.
Cold calling may seem like an awkward way to do business, but it’s an effective way to establish new relationships when done correctly. By taking the plunge, your business will develop a strong network of partners in success.