6. Setting realistic goals will be key to this program regardless of who is doing the calling. In other words, understand that when you are calling a cold call it generally takes weeks to turn a cold call into an appointment. I can´t stress this enough. Yes, you may be lucky enough to get someone who is ready to meet with you but it doesn´t happen often. Why?
A. You have to get to the right person-or the person who has the authority to make the decision. You also have to find out who that person is. And if not, speak with their ass’t who MAY be able tell you if they are the right person.
B. You have to leave vm in hopes of just determining IF this is the right person and hope that…
C. They call you back or you reach them at the right time. Which may be a week or weeks later.
D. Once you’ve made that determination you need to find out if they use services similar to yours, have a need for your services, would be willing to change to your services, have a budget, and are ready to make a decision within 1-3 months, and not in a contract already, Only then can you begin to set the appointment otherwise you’ll be meeting with prospects who are only looking to do something within a 6 month period. Which can be too soon to meet.
E. Once you’ve determined that they are a good prospect you still may not get the appointment because they´ll want to see literature which you´ll need to send and f/u on in another week to make sure they got it, read it and feel ready to move to the next step. And as you know, most prospects will not meet until they have literature in their hands and even then, it isn’t a guarantee that they have read it or are willing to meet. IT HAS TO BE SOMEWHAT OF A PRIORITY IN ORDER TO MOVE FURTHER
The bottom line is that in order to develop a successful cold calling and business development campaign, you have to set realistic goals. Nothing will kill a program faster than either micro managing a program to death (don´t ask the cold caller to time each call. It´s counter productive. Focus on quality and results over time) or having unrealistic expectations. Slow and steady still wins the race.
Tony Wilkins is the owner of Telemarketing Consulting Services and author of "Telemarketing Success for Small and Mid-sized Firms´ available in most bookstores and online at www.amazon.com and www.xlibris.com you may also find out about his workshops and services at
http://stores.ebay.com/telemarketing-success via e: mail at email@example.com or phone 415-267-4872 .If you´d like to be notified of a new posting for this column, please contact Tony Wilkins at firstname.lastname@example.org