Recently, a friend forwarded an article that was written all about “heating up cold calls”. The article promised to offer three tips to get people to listen, respond, and buy! Sounds captivating, doesn’t it? And I imagine for anyone who (has to make) cold calls in their line of work, the title and promise would simply be too wonderful to avoid reading on. I, on the other hand, do not make cold calls – ever. And yet, like a moth to flame, I was drawn in… I read the article. And now, I am writing one of my own!

It is well documented via our seminars, daily radio show and bestselling book, Lists That Saved My Business, that Angel Tuccy and I, owners of Experience Pros and professional business trainers, do not endorse cold calling. We do, however, acknowledge that many people know of no other way to get the word out about their product or service, and so they resort to what they know. There is nothing inherently wrong with this. We also acknowledge that across the span of time, you will see the typical 1% to 4% rate of return that cold calling yields.

The article that was sent to me, however, provided far more questions than answers – and so I wish to address them in the chronological order in which they were presented.

Right out of the gate, the author states, “Let’s face it, nobody really enjoys making cold calls and certainly nobody likes getting them.” She should have stopped right there, and I would have been the first to offer a standing ovation of approval for a consistent, comprehensive and conclusive thought.

Such was not to be the case, however, as the very next sentence provided the first of several fatal flaws in logic and thought process that left me (and I suspect, several of her readers) frustrated. She wrote, “But they are a part of doing business, and they’re not going away any time soon.”

They may be a part of the author’s way doing business… but as already stated, they are not a part of the way we do business. Is our business any less “valid” than hers? I suggest not. Do we have an alternative methodology of doing business? You bet!

I find a breakdown in consistent thought right from the get-go. “Everyone hates cold calling, and everyone hates receiving cold calls, so let me teach you how to make cold calls.” Really? That would be similar to me saying, “Everyone hates cutting off their hand at the wrist, and nobody wants you to cut off your hand at the wrist, so let me teach you the best way to cut your hand off at the wrist.” It just doesn’t add up.

Now get this: I agree… yes, AGREE, with many of the points raised in the heart of the article. She writes: “cold calling is dreaded”, “traditional selling is a shotgun approach”, and even (this might surprise you) “done well, cold calling can work”.  I agree with all of this. We’ve never said cold calling doesn’t work… but we offer an alternative that yields, on average, a 75-80% HIGHER ROI.  I can *walk* to work… but if I want to get there TODAY, it might be better for me to take some form of transportation with a MOTOR, you know?

In the article, as promised, the author offers three “top tips” for cold calling success. Unfortunately, each of these points are less “tips” for success… as they are “what not to do’s”. And as such, they leave the readers semi-informed, but ill equipped to move forward. I will attempt to pick up the ball where the author left off, and suggest a positive course of action where none exists otherwise.

1. The author writes: “Focus on the goal, not the sale. Every cold call isn’t about the sale!” (I agree.) And “Establish a relationship and gain trust with the contact first.”

WHAT?

You – a TOTAL stranger – are calling the contact – another TOTAL stranger – and you’re instructed to establish a relationship and gain trust… but nowhere are you told HOW that might happen… and that is because in the real world – that DOESN’T happen… ever. Relationships and trust are built over time – not in a 1 minute phone call. And what about the motive of your phone call? Are we really to accept that your motive is to start a relationship and establish trust, when the very premise of the call is to do so in order to gain a sale? Time for an integrity check.

2. The author writes: “You should never ask, ‘is this a good time to talk?’ or ‘do you have a second?’ or ‘how are you today?’ When you ask those questions, it creates instant resistance; the walls go up, and the opportunity goes down.” (I agree… almost) In the context of making cold calls, I agree that these questions are completely out of context, as there has been no relationship developed. These are questions that would be asked of someone “familiar”… someone who already knows you, and for whom you are asking out of respect for them and their time. These questions, therefore… have no place in the context of a cold call.

Nowhere, however, does the author offer you what you SHOULD ask or say.

3. The author writes: “Prepare and practice. Prepare the same way you would if you were making a presentation or delivering a speech. Then practice it out loud and practice several sales scenarios. Make it about them, always.”

This is, perhaps, the most egregious “tell” of the entire piece, and it undermines the purported spirit of the article. In essence, it sums up the whole thought like this: No one likes to make cold calls, and everyone hates receiving them. That notwithstanding, go ahead and make them, because that’s how business (i.e. sales) is done. Don’t try to sell when you make cold calls, but just try to make friends. In the process of making friends, don’t ask questions that can derail the sales process (that you’re not engaging in), and make sure your sales pitch (that you’re not making) is practiced and smooth, so that it doesn’t “sound” scripted (though it is).

Does this resonate with your spirit??

Here’s what we teach at Experience Pros:

1. YOU are perhaps the worst person to sell your product or service.

Of course you are going to tell me how wonderful you and your product or service is… I expect you to. but of FAR more value to me, a potential customer, is the voice of your EXISTING customer(s). I want to hear from them… not you.

2. Cold calling, while an established method of generating sales… yields such a small rate of return on investment, that we suggest developing the relationships that you have ALREADY started with your existing customer database. Imagine what you would be able to accomplish if you could recoup some 6 hours in your day – every day – because instead of mass marketing to a group of people that are not your target market… you leveraged your time and efforts with people who not only already buy from you – but are likely to associate with others who are also interested in your product or service.

3. Call on people who are likely to pick up the phone when they see it’s you who is on the other line. Add value to them – not in a covert attempt to get a sale, but because you are genuinely interested and invested in them and their lives. People don’t want to be sold… but they do want to buy. Your genuine, heart-felt touch is often met with THEM initiating a sale, because people do business with people they like and trust.

There are many, many more scenarios that one could cover on the topic of why cold calls are… cold. I will leave it at this for today, but if you just can’t wait to learn more, allow me to encourage you to pick up a copy of our book, “Lists That Saved My Business”, where we go into great detail on how to develop a thriving business, by building thriving relationships!

Eric Reamer is the bestselling co-author of Lists That Saved My Business, and co-host of the Denver-based Experience Pros Radio Show. Together with his business partner Angel Tuccy, Eric trains small business owners, sales managers and marketing directors through their proprietary Experience Pros University course. For more information, please visit www.ExperiencePros.com