Ever tried to get a hold of a corporate decision maker? Is so, you know how hard it can be. Nobody ever answers the phone anymore and all your calls immediately get sent into voicemail.
You agonize over whether to leave a message or not. Then, after you finally decide to leave one, you hang up the phone and wait for this person to call you back.
And you wait. And you wait. And you wait. Now that’s FRUSTRATING!
Then, you get all tied up in knots about how soon you should call someone back. Too soon and you risk looking desperate and needy. Too long and they may have forgotten you entirely. And even worse, too often and you appear desperate and needy.
Here are the cold calling guidelines I recommend to sellers who are calling on corporate accounts
1. By all means, leave a message. Otherwise you don’t exist. Decision makers who have never heard of your company can’t possibly do business with you.
2. If you have the decision maker’s email, then send an immediate follow-up email referencing your phone message. This is like a one-two punch. It makes you much more memorable.
3. It’s completely okay to call several times a week – especially if your message is highly relevant to something that’s happening in the prospect’s company. Otherwise, every week is a good frequency.
4. Plan on launching a cold calling campaign. You should expect to contact this person between 8-10 times minimum. You may think that’s a lot, but it’s not.
Most sellers quit after 5-6 messages. I bet you do too. From your standpoint as a seller, it’s obvious that the decision maker you’re cold calling is clearly not interested in your offering.
But that’s simply not true. They’re swamped with work. They’re overwhelmed with meetings. The email messages are piling up in their Inbox. They have no idea how they can handle everything.
So they just start deleting messages. Delete, delete, delete. If what you mention in your message isn’t a top priority on that particular day, it’s promptly deleted.
Now that may sound pretty brutal to you. But if you put yourself in your prospect’s place, you’d do the same thing too. Delete, delete, delete.
So plan on making more cold calls from the get-go. 8-10 minimum.
And the truth is, you’ll never be seen as a pest. Why? Because most of the people you’re cold calling delete your message so darn fast that it barely registers in their short-term memory at all.
In the next post, I’ll focus on the biggest mistakes sellers make when cold calling corporate accounts. Believe me, they are numerous. You’ll probably be pretty embarrassed when you read them!
Till next time …