I recently led a class for people who were fearful of cold
calling – at least the class title and materials were written that way. Another
organization asked me to do the session, and as always when one is told what
someone else’s problem is, I want to go straight to the source – the attendees.
Once the attendees were in the room, I told them that we
didn’t have a formal outline but many possible outlines based on what they
really wanted to talk about when it came to prospecting.
I was not surprised to hear more than TEN different thoughts
about what was so tough about prospecting. These were small business owners,
and some of what they said was:
Finding “better” prospects – or as I like to say,
“more probable” prospective customers
Making more time for prospecting – THIS was a big issue for
my small business owner attendees
Getting bored with the process of prospecting
Not wanting to be “blown off” by those they
So, as I thought, it was not so much that these folks were
scared of cold calling as much as they didn’t have a good process in place,
they didn’t know if what they were saying was compelling, and they never made
regular time for it. They needed tips and strategies, and a good dose of inspiration.
The synopsis of the ? day was:
Unless you have 100% repeat and referral customers, you need
MAKE a regular time in your week to prospect. Honor that
INVEST in and improve upon your communications skills.
Record your voice, and record what it is that you say when you leave a voice
mail message. Work on replacing words with power words, and honing in on your
Being clear on what you offer as a business is so critical –
not just because it helps you with prospective customers, but also the more you
can clearly say what you do and offer the world – the easier it is for others
to refer you. This added “sales team” of potential referral partners
ultimately will allow you to reduce your prospecting efforts.