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How to succeed with Cold calls

Making cold calls - calls to sell to someone who doesn't know who you are - is something scary to many people. It's also a very good and inexpensive way to sell - you just have to understand how to do this and, therefore, I'll give you a simple guide that you can use next time you are making Cold calls.

How to make cold calls:

1. Make sure you have plenty of people to call
The more people you have to call, the less important each of them will be. The key to making successful cold calls is to identify those who want to do business with you – i.e. to find the few gems in a handful of gravel.

2. Make a quick qualification
Before calling, you must consider whether it's reasonable that they might be interested in what you offer, or at least make sure that there are enough common denominators to make the ones you're calling a potential customer.

3. Learn when it's time to let someone go
Don't waste your time calling certain people several times - if you can't get hold of him/her, move on or add the name to the bottom of your list.

Set a goal for your work
Why are you calling? Is it to sell directly, get information or to get an appointment? Whatever your goals are, it must be clear to you when you start calling people.

Don't waste your time

If the person you are calling says that he is not interested right now, don't try to persuade him. Move on instead (this technique is controversial because many believe that one really should try to get past the first objection - I don' think so). I think it's better to work out objections when you meet face to face. It won't work by phone.

6. Remember why you are calling
It's easy to get distracted by all the “no thank you ”one gets as a phone seller. Keep the goal in front of you and work hard towards it. Ignore all “no thank you ”and tell yourself that you need to get lots of “no thank you ”before you get a “yes, please”.

7. Make a schedule for when you call
Take your time to make your cold calls. It will help you get started and not be distracted by other things. It also helps you with discipline. It's scary to make cold calls in the beginning, but it gets easier. You have to give it a fair chance.

8. Write down what you've done
Since cold calls usually gives a low percentage of outcomes, it's easy to lose motivation and feel that you are not going anywhere. That is why it's important that you write down what you have accomplished, so you can see that you actually get results in the end. Your goal might be to call twenty cold calls a week - make sure to count what happened after the talks, so you will see that it's worth the effort.

About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

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"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.