Networking

If you are in business in any capacity, you’ve made cold calls. If you’ve had to call anyone out of the phone book for any service whatsoever, you’ve made a cold call.

So why are cold calls so HARD for people to make? How come people DRED making cold calls and how come there are sales classes and books dedicated directly to Cold Calling?

I’ve been in a training class all week to learn the new company’s policies and procedures. Part of what we’re doing also is learning about sales. This part for me is the easy part but for many in the class, it’s the most intimidating. One of the women shared with me that she is extremely uncomfortable talking with people she doesn’t know.

I told her to FAKE IT UNTIL YOU MAKE IT.

Seriously, getting a script and following by that is a good thing to do, as LONG as you aren’t READING and don’t sound like a telemarketer. That is why people hang up on people, because they sound like a telemarketer.

Here is a cold call that insures that you’ll be hung up on:

Jim: “Who is the Director of Marketing”
Receptionist: “May I ask who is calling?”
Jim: “This is Jim”
Receptionist: “Jim who?”
Jim: Jim Smith
Receptionist: And what company are you with?
Jim: XYZ Company
Receptionist: “May I ask what this is in reference to?”
Jim: “It’s a confidential matter.” Or “it’s a time sensitive matter”

Possible hang up here or:
Receptionist: “Well he’s not in, you’ll have to leave a message”
Jim - hangs up

It’s not so hard people!! Don’t make it so hard. First of all, why are you hiding? If you truly have great information and a wonderful service, people are going to recognize that. If you DON’T have a valuable service and professional product, then get out of the business until you find one!

I also know that people discriminate if your voice sounds different from theirs. If you have an accent of ANY kind, then you better be one of the most FRIENDLY people on the planet, because people are going to discriminate against you. If you are a New Yorker calling the south, people are going to think you are an outsider. If you are a southerner calling New York, then you BETTER speak fast. If you are African American and have your cultural accent, then you BETTER speak CLEARLY and professionally. If you are of foreign decent, then speak SLOWLY and call with a SMILE on your face.

I do have a word for people with accents. If you are working on a phone job, then you would do best to work to minimize your accent. My husband is from Brooklyn and we worked for a LONG time to temper his thick accent. There were certain words that were distinctly New York, such as “Yesterday”. He pronounced that as “Yes-Ta-Day” Another one was “Dollar”. He pronounced it as “Dolla”

Additionally, if you have a foreign name, it’s going to be natural for people to avoid developing a relationship with you because they are going to forget your name. If you have a foreign name AND an accent, the average response to you is going to be much worse than if you have a typical American name.

I’m not trying to hurt anyone’s feelings, I’m just stating a fact. You are going to have to be 10x better than your average competitor. Because cold calling is about establishing relationships and it’s much easier to establish a relationship with someone more like yourself.

Here is a good typical cold call:

Jim:”Good morning! This is Jim! Who am I speaking with please?
Receptionist- “this is Sue, may I help you?”
Jim: Hi Sue! Yes, I’m looking for the Director of Marketing.. could you please tell me who that is?”
Receptionist ‘That is Randy Rawls” May I connect you?
Jim: “Great. Thanks Sue. Have a great day”
Receptionist- “You too!”

People want to help people.. IF they are nice people. If they sense that someone is a waste of time, then they are going to screen your calls and NEVER help you. If you aren’t nice or pleasant to the “gatekeeper” then you’ll have problems down the road.

There is a difference of opinion in this of course. There are some people who make phone calls who try to “trick” the gatekeepers or just try to get around them. I think the majority of them are smart and just doing their job when they get phone numbers instead of connecting the calls.

My best advice is that they can help more than they can do anything else, and that making them your advocate is the smartest thing you can do.

Cold calling is nothing more than meeting new individuals to see which companies are the best match for what you are selling. People are on the other end of the phone and so the same things apply when meeting friends. People want to be liked. People want to help. People want to be good to other people. People like hearing their name.

Cold calling can be fun if you let it. Just remember that when people solicit you at home, you may not always be the nicest; so do your best to understand others when you are on the other side. Be as warm and friendly as possible. Relay a sense of confidence, that you have a product or service that can really help.

Then, when you get the client on the phone, do it all over again.

Then make another call, and do it again. And again, and again and again.

For some of us, the cold calling never ends.

Mary Gardner is a professional networker, recruiter, author and coach. She’s coached and trained celebrities, executives and hundreds of professionals. She’s an expert communicator and is available to help top notch professionals find a job. You can find her at mary@marygardner.com

Share This

It is possible you know! It is definitely possible that every person that you come in contact with can immediately be your friend.

Okay.. Okay! I know what you’re thinking! That friends take a long time to make and to get to know, that a good friend is worth more than silver.. and all of that. I couldn’t agree more, BUT I do know that making friends is EASY.. if you just know how.

I have come to the point in my life because of trial and error that I now can meet any person on the street, any place, any time and any where and know that I can connect with them on a meaningful level. I know that anyone can do this, but it takes practice and the willingness to fail. Well, it can happen 9 times out of 10 anyway!

Today for instance, I flubbed. I got into one of those meaningless and stupid conversations. We continued to talk about NOTHING for a few minutes and I think that both of us knew that the conversation was going no where. It was boring.. or rather.. I was boring, and the conversation was one of those “do you know” games. I finally left and vowed to have a more meaningful conversation with that lady at another date.

But mostly, the formula is fairly easy.

1. Realize that you are in control no matter where you go. Most people will NOT approach you so if you want to meet people, you are going to have to have some courage and take the first step.

2. Connect immediately eye ball to eyeball, and coupled with a smile. It’s an unbeatable combination.

3. Say to the person, “Hi! How are you?” before they even have a chance to look away from you. This opens the door for them to also offer friendly conversation.

4. Act friendly! That sounds redundant or corny, but its’ so true. If you ACT friendly, people will respond friendly. Its that simple.

5. Throw out a comment such as “Beautiful day, huh?”, or “Happy New Year”, or “Don’t you just love this place?” Whatever you say, say it with a genuine smile on your face.

For those of you who can’t do this without a feeling of terror, then I recommend that you practice in front of your mirror every single day until you feel comfortable that you look acceptable to yourself.

The more you practice the easier it’ll be for you in every day situations.

Start small and start conversing with people in line at the check out counter or at work or at school.. wherever you go on a daily basis.

6. Compliment the person if you can, or ask a specific question such as “are you from this beautiful city?” Then focus on THEM and ask open ended questions so they can feel valued by you. The point is: Get THEM to talk, and then you respond enthusiastically to them.

7. Speak clearly and confidently. Don’t shy away from the conversation. Be genuinely excited and happy to talk with the person and laugh if you can at some point during the conversation. It helps people feel comfortable with you!

Perhaps you’re not interested in making every person you meet into a friend. But if you are, these steps are tried and true. And in the event you meet a FEW people who you’d like to befriend, the same steps apply.

Good luck and to get started immediately.. it’s as simple as standing in front of your own mirror!

Mary Gardner is an executive communications consultant and lifestlye coach. http://www.learnpoints.com

Share This

Maybe you are giving an informal presentation, at a
networking event or a trade show, and you see these folks -
fidgeting with change in their pockets, standing with hands
over crotch in the classic fig-leaf position, leaning on a
counter, twirling a pen, or tossing a give-away from
hand-to-hand.

Maybe you do the same thing. What does it say to the folks
in your audience or who are walking down the aisle? I’M
BORED and uncomfortable and I don’t know what to do with
my hands.

What to do with your hands? Julia O’Connor, president of
Trade Show Training, inc, has two simple suggestions.
“My favorite is to take a survey with paper and clipboard”,
she said. “because trade shows are an ideal time to gather
information from folks who stop by your booth.”

Develop a little survey - no more than five questions. Make it
easy, quick, multiple-choice. You will get better results if you
don’t require personal information but always ask how
participants want you to follow-up.

What to ask? What do you need to know about potential
clients and your business for the next six months? What do
they know about your company? Your products? What are
their requirements for the sales process, service, financing,
repair, technology, innovation, trade-in, etc? Also - in general
- how do they see industry trends, outside forces affecting
the economy, politics at all levels, taxes, immigration, etc.

While it would be easy to put this in some electronic format,
use old-fashioned paper and a clipboard. O’Connor said,
“I’ve used up to 10 clipboards per 10×10 space because
people are curious and will gather around your space,
discuss the questions and ask questions. The big bonus is
you hold a clipboard in your hand and look anticipatory.”

Another bonus is that by glancing at the survey, you can take
an answer or concern from the individual’s survey to start a
targeted conversation.

A third bonus is to take the information from the surveys,
distill it, and use it as a press release. For example - “XYZ
Company at the ABC show discovered 75% of attendees
surveyed approved of holding prices yet were concerned
about inflation in the dump truck industry.” Use the
information to develop a short report and be sure to send to
all clients and everyone who stopped by your booth. Putting
it on your web site is a good idea, too.

O’Connor also suggests using props to occupy your hands.
For example, she asks - Do you have a recognizable logo or
mascot? Like the AFLAC duck or the M&M little people. How
about a miniature of your product - a baby dump truck or
recognizable toy that ties to your exhibit. If it’s a give-away,
that’s fine. If not, just say - Nope, can’t give him away - he
just wanted to come to the show and meet folks.

Hold the prop in one hand. The curious thing is that once
one hand is occupied, the other calms down. And, so will
you.

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

Julia O’Connor - Speaker, Author, Consultant - writes
about practical aspects of trade shows. As president of
Trade Show Training, inc,, now celebrating its 11th
year, she works with companies in a variety of
industries to improve their bottom line and marketing
opportunities at trade shows.

Julia is an expert in the psychology of the trade show
environment and uses this expertise in sales training
and management seminars. Contact her at
804-355-7800 or check the site
http://www.TradeShowTraining.com.

Share This