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Marc’s monthly marketing tips: cold calling

Oct. 18, 2012 — The thought of making a cold call can send chills through the hearts of even the most seasoned business owners. After all, calling a stranger is hard enough without the stress of trying to get them to buy something.

Here are five tricks to make cold calling less stressful and more productive:

1. Have the mindset that they will never buy from you. This will release you of the pressure of having to make the sale.
2. Find
   out who the key decision maker is. Don't waste your time making your
   pitch to junior employees, receptionists or people in the wrong
   department.
3. Don't start the conversation by asking how a person
   is doing. They're busy and don't have time for small talk with
   strangers. Cut to the chase as to why you're calling.
4. Set the
   bar low. Don't try to close the sale. Instead ask for a meeting. If that
   doesn't work, ask if you can send them some information, then follow up
   later.
5. Name drop if you can. Mention a colleague you both know
   or an association you both belong to. This will help build rapport and
   warm the call.

Marc Gordon is a professional speaker and marketing consultant. Get more marketing tips on his website, www.marcgordon.ca and on his online show, www.marctv.net.