Cold calling might be the most terrifying part of the sales cycle, but if you can master cold calling, it will put you ahead of the pack. Most sales people prefer to hire companies to cold call and to pay for appointments.

There are several steps to follow for a successful cold call when you are calling a business, and the more you practice, the more comfortable you will get.

Step 1: Preparation

The goal of the first call is not to sell your product. It is to find out if the potential client has a need for your product and to set up a time to discuss it further. To accomplish this you need to have clearly defined your product or service. What kind of companies are you calling? Who within these companies would be the decision maker? How would your product or service help the company you are calling?

Step 2: The Introduction

You only have a few seconds to grab the attention of the person on the other phone. Make sure you state clearly who you are and your purpose for calling. This needs to include a reason for the person on the other end of the line to engage in a conversation with you. This goes back to how you can help the person on the phone with your product or service. For example, help them save money, get in front of more clients, save time etc.

Step 3: Ask Questions

A successful cold call is not a monologue. Ask open ended questions! Find out how your product or service will help the potential business. For example, if you are selling promotional products, find out what they currently use to promote themselves. Are they happy with their current distributor? If they could save money would they be interested in more information? Use your questions and their answers to paint a picture of how you can help them.

Step 4: Set the Appointment

Most people are busy and will not have time to discuss in detail what you can offer. Schedule an appointment when they have more time. Ask them when would be a good time to call back. Ask for their email information and tell them you will email some information for them to look over before the call. Ask for a commitment to look over the material.

Step 5: Follow Up

Make sure you send the information as promised and the confirmation for the appointment. This should be brief but should include more information on your products and services.

Step 6: The Appointment

If you ask the right questions in step 3 you will know what the potential client is looking for. You can now give them detailed solution to meet their needs. At the end of the appointment make sure you ask for the sale.

Most sales people prefer to hire companies, like Kontor Business Support*, to cold call, but if you can conquer cold calling, you will excel in all aspects of sales.

*Kontor Business Support, (407) 283-7334

Fredrik Eriksson is the V.P of Operations for Kontor Business Support, a sales company that specializes in Cold Calling and Appointment setting for their clients. He has 8 years of sales experience and has worked in industries ranging from Real Estate to Health Insurance.