Let’s get straight to the point, cold calling stinks. Whether you were doing it from a phone or dropping in cold on new customers it is not comfortable at all. When you walk into a business any long-term business owner or manager can tell whether or not you are a cold calling or not.
Before you go to cold call you need to understand that you are not about to make a sale. Unless you were following a script given to you by some big shot stock exchange manager that expect you to sell everyone you call, you are not about to close when you walk into a business cold. The point of a cold call is to plant the seed.
Here is how typical cold call goes with me. I walk into the business with a bright shining smile on my face I walk right up to the front desk and introduce myself to “the gate keeper” The gate keeper is your access to the decision-maker. If you are not nice to the gate keeper you will never get to the decision-maker, and you will never make the sale. After I introduce myself to the gatekeeper I tell them that I’m with Dicks Graphics and Printing, and I hand them the note pad/business card/pen/brochure packet that I have provided for her or him.
Cold calls should be a very minimum of 15 to 30 seconds of interaction. At the very most you want to be in there no more than five minutes. You want to get in, introduce yourself, make a great first impression, and move on to the next call.
Once you’ve made the call be sure and take a note of the address and location. Chances are you probably didn’t get a contact name, number, or email, so when you get back to the office to put it into your customer relations manager, you will put in the name and location and make a follow up appointment for 2 to 3 weeks away.
- Do not walk straight in and asked for the manager.
- Do not walk straight in and ask for the manager or business owner by name.
- Do not disrespect the gatekeeper.
These are just a few, among many ways, to NEVER get to the decision-maker, and never make the sale. DONE.