Making Initial Contact
There are two main approaches to arranging contact via cold calling:
Below are the basic steps for cold calling as described by Schiffman (2013).
- Get the person’s attention
- Identify yourself and your company
- Give the reason for your call
- As for the appointment
- Cold Calling for Presentation
A challenging way to contact a prospect is to attempt to conduct a sales meeting through a straight cold call. In this approach the intention is to not only contact the prospect but to also give a sales presentation during this first contact period. Note that this is done for potential clients or customers who have had no prior business dealings with the salesperson. This approach can be difficult since the prospect may be irritated by having unannounced salespeople interrupt them and take time out of their busy work schedule to sit for a sales meeting.
- Cold Calling for Appointment
A better approach for most salespeople is to contact a prospect to set up an appointment in advance of the sales meeting. The main advantages of making appointments is that it gives the salesperson additional time to prepare for the meeting and also, in the course of discussing an appointment, the salesperson may have the opportunity to gain more information from the prospect. Of course, this way also has the added advantage of having the prospect agree to the sit for the meeting, which may make them more receptive to the product than if the salesperson had followed the Cold Calling for Presentation approach.
In both types of cold calling, as the salesperson, it is important to remember you are utilising valuable time for both yourself and the prospect, therefore ensure that the prospect or appreciates that your product or service will add value and solve their problems and remember to end the call assertively.