Hot Tips for Cold Calling

Cold calling can be a highly successful tactic to build your client base, grow new business or maybe you have a specific feature or sponsorship to sell.  Here are some tips to make this process both easier and more successful....

- Be well prepared. Being well prepared not only enables you to make more targeted and professional calls but also increases your confidence

• Do you have an understanding of the products and services of the businesses you're calling?  Be prepared for this question from the people you're calling - how do you see a fit between our businesses?
• Is your media business ready for the sale? Apply best practice to your advertising sales processes - see our Top Tips here
• Have your calling list ready for the day -  sounds simple but have your daily list of businesses, contact names and phone numbers ready to go
• Follow up quickly - have information and collateral up to date and ready to send - don't lose the momentum you've just created

 - Cold call regularly - keep your cold calling 'muscle' fit and strong.  You'll be a more confident and effective cold caller the more you do it.  Set asideat least a small amount of time each week - there's always someone new to call.

- Keep a record and know your cold calling ratios - Keep a record of who you've called, who you need to call back, your dials to conversations, conversations to meetings, meetings to proposals, proposals to deals etc.  You may have a CRM system where this information can be recorded. You'll soon realise like any sales tactic it becomes a numbers game and useful trends will start to emerge.

- Ask if you can add them to your newsletter data base - you do send a regular newsletter to your advertisers don't you?

 - Get yourself in the zone - Set up your calling station with everything you need from water to pen and pad (even if it's just to doodle).  A headset may suit you.  You may be more comfortable if you can walk around while you're on the phone - that's fine but make sure you have space to do this without disturbing others.

- Set a dedicated time for cold calling - Avoid nuisance interruptions. These will ruin your flow and distract you from this most important of selling activities… Divert calls, turn off your email and ask colleagues not to interrupt you when you are on the phone.

- Celebrate and keep past success in mind - give yourself a little reward when you do well - even if it's just telling yourself how great you are.  Keep these successes in mind. This will help you to think positively and feeling more confident.

- Continually ask yourself, “What can I do better next time?”  The only way you will learn from your mistakes is to make some.  Practice doesn't make perfect but it will certainly help.  Look for areas to improve your cold calling technique. 

- Have a sense of humour. Have fun with the people you are calling, show your natural passion and people skills - and be up and positive.  Some people will respond very well to this - even if they say no to your sales proposition.  Others won't - but that's there problem. 

- Get your crash helmet on, strap yourself in and get ready for some fun!

• See MediaScope's Advertising Sales Centre
• See MediaScope's Advertising Buying Centre

Inspired by:  Love Media Sales

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