Cold Calling Tips #2: General Rules and Principles



This is the second session for tips for cold calling. "How to access your client". That's the headline. One important thing here is that your joy of aiming to help must be bigger than the fear of rejection because rejection in cold calling is the rule rather than the exception.

So, let's start with a definition of cold calling.

Cold calling is the act of contacting decision-makers you do not know by phone, mail or social media in order to achieve a meeting, sell something direct, or get feedback, for example in surveys. When do you do it? Well, when is the right time for such a call?

At the very beginning of the process, so if you got a new account. Or in existing accounts mostly for extend and conquer strategies. I will explain very shortly what that means. As third point is if you have built an excellent relationship on lower levels and you want to move up the ladder, so you're also going to cold call the higher levels.

And last, but not least you start developing the accounts at the very beginning. Cold calling is always part of the game. Now, what does extend and conquer mean, the two strategies that we talked before?

When you're in an existing account, it's always going to be the case that you are in an existing department of that organisation with an existing offering. But if you want to go to a new department with your existing offering or with a new offering, you must contact people that you haven't contacted before and you might not know. So in these two parts of your account extension strategy, cold calling is needed.

And moving up the ladder actually means that you are using contacts on a lower level. Like for example these two guys here on the second-lowest level here who might have good relationships to the second management level or even here to CIO and use these contacts to get to the higher levels here.

The most important rule here is you always want to call high. And if you want to go up there, it's important to use contacts that you've got on the lower level because then the cold calling gets a little bit warmer.

Why would you do that?

The objective of a cold call is either to get a first meeting, or to get access to the highest decision-maker in the org chart, or to start the executive dialogue. And how do you do it?

Actually, there are a few key success factors. Number one, use your existing accounts to make the call warmer. So as you saw in the chart before, if you know people very well in the lower levels, use them to get a recomendation to see other people.

Second success factor is that you need an impressive solution for a real problem either in the account, or if it is a new account, external. Or even for an existing account, you can use an external solution.

Always go for a real problem and an executive with exactly that problem that you want to contact. There's nothing worse than a solution looking for a problem, so always start with the problem and try solving that problem. And last, but not least, you need a giving approach, which means you deliver things upfront.

You create a lot of goodwill to build trust so that the person that you want to see for your first meeting is much more open to see you. That was it for today with the cold calling tips session two, and I'm looking forward to hearing from you.

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