Cold Calling Techniques: Distill Message to Bare Essentials

So many sales professionals think they have to know all about the businesses of their prospects before they venture to make even one cold call. This approach to cold calling puts a tremendous amount of responsibility on you to know a lot about many different business arenas. This kind of self-induced pressure consumes a lot of energy that eventually leads to burn out among sellers.


Given that you have 60-90 seconds of "drive by" cold call talk time with your prospect the less draining and more effective route is to really force yourself to know a lot about your business. Not just what you do and how you do it, but truly what your clients get out of doing business with you.


You will be well served to force yourself to focus on the few points about your business that make an exponential difference in the lives of your happy clients. Your energy stores will be replenished to overflowing as you distill your message and strip it down to the very few words your prospects want/need to know to make the decision to welcome you in for an appointment. With this kind of message your prospects will be glad to hear from you. Their gladness will feed your enthusiasm for your own product/service and create a symbiotic relationship.

Make the mistake of building habits of maintaining and reviewing a complete inventory of what your prospects' businesses needs are, and you will find you have spent a lot of valuable hours that could have been spent cold calling and scheduling appointments on time consuming activities with low payoff.

Ever noticed how newbies to sales have remarkable cold calling results even though they know next to nothing about the product/service they are selling? The reason is the only choice they have is to focus on the positive outcome they want, an appointment. They do not yet know enough to get tripped up talking about this, that, and the other thing in regards to their company. Getting your cold calling back to this kind of refreshing simplicity is vital to consistent success, and as you may have realized by now, not so simple.

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