Cold calling refers to making unsolicited phone calls to sell merchandise or services. It can also mean doing the same in person.
This is something most salesmen hate to do. Even the sales manager, will have fear running down his spine.
The fear is up front rejection. But it is also a very cost effective and powerful tool for scanning the market and generating sales leads. You do not see the person you are calling, no body language clue to adjust your dialogue. Some will talk, many will not and you will end up with a few leads or references. There will not be hundred percent success, that is understood.
To make the process effective, do some homework before you start.
From your master list make a list of prospects you plan to call the next day. A Google or LinkedIn search helps gain useful knowledge about the prospect and finding common references.
In depth knowledge about what you are selling, including competition. Your prospect will judge you within the first few sentences you speak. His interest will drop if you do not have the right information.
When selling over the phone, all you have is your voice. You have to decide what to include and what not, in your presentation. Record your own speech and hear them to find out what changes needs to be done.
Open your call with a greeting and confidence tone. Show respect to your prospect and make him feel important. Ask questions to know your prospect better. Do not to jump on to sales directly. Try to find a common reference. There is nothing better than able to develop a personal connection.
Keep notes about your discussion.
Speak to the customer in the language he is comfortable with. I have seen salesmen in India make presentations in English to customers who speaks only Hindi
Whatever qualities you have, your success as a salesman depends on what you sell. Be polite, to the point and avoid unnecessary jokes or comments.
When closing the call the salesman should have the upper hand in fixing the next appointment.