As I’ve mentioned at least a million times, cold calling is no longer an effective strategy to growing your business. However, cold calling should be part of your weekly routine. Sound crazy? Well, maybe it is, but let me explain. Maybe it’s not the core of success like it was in 1995, but there is a place for cold calling in today’s post-internet age of selling. So, what can you do to improve your cold calling performance? This week I’ll share the top three strategies to make you cold calling more productive. Today, I give you this first strategy…
Cold calling strategy #1: Perform cold calls every week, but not too many.
Sales people either seem to be cold calling machines or avid opponents to the practice, but the great ones know the beauty of moderation. In today’s age of selling, cold calling’s success ratios are so ridiculously low that it doesn’t make sense to ever go out of your way to perform them. However, cold calls keep you sharp – it’s the very best exercise a sales professional can perform. Also, if you target your cold calls and plan them around other events, then your ratios escalate. So, below are my rules of thumb on how to perform cold calls every week, but not get carried away…
- Establish a minimum number of cold calls per week. A reasonable number could be 10.
- When you’re at an appointment, ask about neighboring facilities and perform a cold call while there. If you can get a name from the people with whom you’re meeting, then you could be making a warm call.
- Make one cold phone call before 8:30 every morning.
- Finally - and this sounds insane but do it – establish a maximum. A reasonable number could be 25. Considering the first bullet above, your range would be 10 – 25 cold calls per week, including the pre 8:30 phone calls.
By the way, ignore today’s post if you’re establishing a new market and you’ve been on the job for less than six months. Cold calling might be your best option to building your exposure and understanding of your market during those critical first few months.
What do you think? Am I being too hard on cold calls? Leave a comment below
