I have read in previous tips that you don't advocate cold sales calls. Why?
Because the alternatives are better. Cold calls work best to "find" a possible customer, e.g., insurance, telephone service, air conditioning services ... mostly commodity type services. But the rejection rate is extraordinarily high (though it can be time efficient for those commodities when using low cost screening techniques). We are professional consultants. Our audiences are higher level professionals with whom we want to make a rational, if not emotional, connection. Telemarketing consulting services do not send the right message.
Preferable is the "warm" call. Trade off your lack of an existing relationship with a prospect for a compelling reason for them to talk to you. Do your research, either on the company or the industry. Give the person an intriguing, no obligation opportunity to get something at no risk and no (except for their time) cost. Let them know of the work you have done and ask if they have considered applying that in a specific (this is the key) place in their current operations. Don't just say "I do XXX, and wonder if you could use something like that at ABC Inc." Tell them that you have been reading that they are having a hard time/or looking for an opportunity and you have some experience with this, and it occurred to you that if their XYZ division, which according to their annual report has declined in new product introductions for the past three years, could introduce PQR in first shift plants, you could show how to . . ."Tip:
Give something to the prospect that demonstrates that you are interested in their company and your capabilities/results are applicable. This is the first foray into building trust. Remember, there is a lot more "free" to compete with than ever before and you need to participate in that. The cold call comes off as "I want something from you,” which comes across a costing them a lot more than free.© 2010 Institute of Management Consultants USA