A new entrepreneur who hasn’t been in sales before, and there are many, often finds cold calling the most distasteful part of running their own business. There are a number of reasons: They haven’t figured out how to talk about their business engagingly. And they may think it is being too pushy. But mostly they just don’t want to hear, “No.”
Vetersan salespeople will tell you, “It’s a numbers game.” You will always get a certain number of Nos, and it isn’t personal. Some people just aren’t ready to talk to you. If you think about it that way, each No you get is getting you that much closer to a Yes. You started your business because you have something of value to offer to customers, so don’t be afraid to let people know what you can do for them.
Before you start cold calling, do some planning first. Make a list of prospects you want to contact. If it’s a business, find out who is the person there who would most benefit by what you offer. Then write a “script” in which you explain very briefly what you do and why they should know about your business. Then practice it out loud in a confident voice until you can say it smoothly.
Now before you call that first prospect of the day, pick up the phone and make a “warm call”. Call someone you know for a chat. A woman I know who has been in sales for years still does that. She calls it a “friendly”. It gets you speaking in a friendly manner, and also gets you used to reaching for that telephone!
Entrepreneur magazine had an article, Have No Fear, in their April issue. It offers 8 good tips to get your cold calling rolling. So start calling, and don’t give up until you get through to a “Yes”, someone who wants to hear more!