Cold calling is defined as the solicitation of business from potential customers who have had no prior contact with the person conducting the call. Cold calling is used mostly by a salesperson as an attempt to convince potential customers to purchase either their product or service.
Cold calling is a legitimate business tool, though many new businesses have evolved into using more technological method of business promotion and generating sales but this traditional method of canvassing, if done right, can help build a lasting relationship with customers.

COLD CALLING TECHNIQUES
Cold calling is generally referred to as an over-the-phone process and more traditionally as a door-to-door selling technique. Usually salespersons gather numbers of prospective customers and place a call to them proposing their product or services.

Cold calling is merely a numbers game, where the sales person's calling has no idea of who or what the interest of the other person is. Most salesperson don’t use cold calling method because of presumed ineffectiveness but successful salesperson have recorded a significant success rate from cold calls through the use of a technique I am going to call targeted calling. Using some very effective techniques, you can categorize your prospective customers based on several interests they share with your business. For example if you have numbers of sport loving fans, it won’t be hard to canvass them if you are proposing a sport betting business or selling sport related products.

DOS AND DON’TS OF COLD CALLING
- Don’t make calls to persons that you know absolutely nothing about, at least know their name, occupation or interest.
- Always plan your call time and make sure that your timing is perfect, don’t call when your prospect will probably just be waking up or going to bed.
- Write down your sales speech, practice and revise your speech with every call you make.
- Don’t stumble on your work and don’t use slangs like yeah, nah so, ok now etc.
- Always ask for the name of the person, before you end the call for follow up.
- Always sound enthusiastic, the other person can sense when you are not.
- Always introduce yourself, your name, position and company name.
- Propose your product or service like questions before stating it benefits.
- Creating trust should be your primary focus , not making sales.
- Focus on making a true connection with each prospect rather than just working through all the list


TIPS FOR AN EFFECTIVE COLD CALLING

#1. Research Your Prospective Client List - Research on the best source to obtain your client list, by first predetermining who your prospective clients are. Also look for prospects that have a similar profile to those who have bought your product or similar product from the past. They'll be easier to sell. Don't spend a lot of time on this, just find out enough so that you can pitch using terms that the prospect can understand or relate to.

#2. Write A Script - Once you know whom you're going to call, focus on what you're going to say. Write a brief script (no more than three or four sentences) that introduces who you are, then goes on to elaborate on what you do, and what you can offer them. An effective script will always generate into a lead, so its necessary to adjust and rewrite your script as you make each calls. Please note that you only have few minute to strike the interest of your listener so spend that time well by proposing what will interest your prospect.

#3. Prepare For Objection – since you are calling people out of the blue it’s expected that you receive some few objection or rejection. Each
time one of them materializes, you'll need to handle them appropriately. Common objection includes; your audience being impatient, showing no interest, not able to see a difference in your product/services with that of your competitor or showing no believe. The trick here is to practice handling objections until the response is automatic. Note: the most important part of handling the objection is asking for the appointment.

#4. Get Enthusiastic - Attitude is everything. If your offering has value to the customer, you're doing the prospect a favor by giving him or her the opportunity, so act like it. Have confidence in your ability to provide such value. That confidence not only helps you communicate more effectively, it provides the motivation that will drive you to actually sit down and start making the cold calls. And also gives you the strength to push on when those objections starts to surface.

#5. Practice, Practice And Practice – you know what they say about practice, it actually makes you perfect. With every cold call you make you get fresh ideas on how to make your script better, relate better, speak better, manage time better etc. So if you're really determined to excel, commit to an hour or more a day attempting to achieve two appointments.

BENEFITS OF COLD CALLING
- It increases your confidence to talk to just about anyone and make an everlasting impact.
- It gives you the ability to think quickly on your feet, overcome objections in the most creative manner possible and also help judge your prospects and their behavior patterns.
- Provide a more interactive and personal sale service
- Create an immediate rapport with your customers
- Explain technical issues more clearly.
- Generate leads and appointments
- Sell from a distance to increase your sales territory
- Sell to both existing and new customers
- Achieve results that are measurable

DISADVANTAGES OF COLD CALLING
- Cold calling can be resented, particularly when prospect have not being researched and when calls are made in the evenings or persistently.
- Customer lists may not always be clean or solicited
- Customer lists can be very costly
- Cold calling has a negative image that could damage your business' reputation if carried out poorly
- Training staff can be time-consuming and costly or even a waste because cold calling has more to do with the person personality.

EDITORS SOURCE
www.blog.adverbusiness.com