Cold Calling 101

Cold calling is a relationship like any other and should be treated that way. It requires an approach that anticipates multiple calls. Build scripts that address each call based on the previous call and the anticipated response. Develop the relationship through each call in a unique fashion. Be deliberate.

The most successful cold call approaches address the long term virtual relationship and respects the fact the target is busy. My favorite approach is to call once a week. Each time leaving a message building off of the last message, adding a bit more information.

Keep calling every week for at least two months. That's 8 calls. It's not a lot of calls, but it's a lot of time. The calls are spread out enough as not to bother or smother the prospect, yet close enough they will remember the last call. The messages should be short, sweet and capture the attention of the prospect.

Rarely is it the cold call that get's the prospect attention. It's the virtual relationship you create over time, through the calls, that gets the prospect.