I do not know one person who enjoys cold calling. It is awkward, frustrating, and emotional. Most people are just plain bad at it. For those of you in this group, here are a few simple tips that you can use to improve your success rate. 

1.       Do Your Homework – Know who you are calling, both the person and the company. This will help you avoid the most common ailment afflicting sales reps today - foot in mouth disease.

2.       Know Your Product – This should go without saying, but take the time to learn the ‘ins’ and ‘outs’ of the product you are selling and the company you work for. If I’m talking to a sales rep and I know more about the product than he does, I usually hang up. Also, know who your competitors are and what differentiates your product from theirs.

3.       Avoid The Gate Keeper – It’s not as difficult as you might think. I know a sales executive who does most of his cold calling between 7:30am-8:45am and 5:30pm-6:30pm. This is because the most assistants/secretaries work from 9am to 5pm. Calling during off hours when the gate keeper is not in will make it easier to access decision makers as they are more likely to answer the phone themselves at these times.

4.       Be Sincere – Honesty really is the best policy. Be ethical and truthful about the performance and capabilities of what you are selling. You will always come out on top whether you close the sale or not.

5.       Don’t Sell On The First Call – This is the biggest mistake made by cold callers. A relationship has to be established before anyone is going to trust you to give you a large amount of money for any product or service. Your first call should be about initiating dialogue and introducing yourself and your company. The sale comes later on.

6.       Try To Find An “IN” – References are huge influencers in the sales game. Use your network and existing clientele to make connections with prospects whenever possible. You will be positioned as a trusted source early on in the relationship, shortening your sales cycle.

7.       Don’t Force It – The best sales person I know told me that the first thing she always asks a prospect on that very first call is, “Is now a good time to talk?” If ‘yes’, then great. If it’s ‘no’, follow up with “When would be better for you?” This turns what was once a cold call into a scheduled meeting.

These are not the only keys to becoming a successful cold caller, but they will help make that initial conversation go a little bit smoother.

Best of luck!