What You Should Know Before Cold Calling

1. Instead of feeling that the intention of prospecting is to get a sale, provide a demonstration, submit a proposal, or schedule an appointment. The initial intention of prospecting is to determine if there's a fit worth pursuing.


2. Take a moment and think about how this change in your attitude and mindset would change your cold-calling approach as well as your experience. While your traditional approach may be to produce a measurable result, now your primary objective is to discover whether you and your prospect are a good match and if this relationship is worth moving to the next stage of your selling process. Therefore, instead of asking yourself, "How can I sell this person?" change this question to, "Do I even want this prospect as a customer?"


3. Ask More Questions. How do you determine if there's a fit worth pursuing? Typically, you would conduct a process of inquiry or an investigation. Woven into the fabric of any investigation are questions. Instead of the prospect interviewing or qualifying you, this brings new meaning to the phrase, "Qualify your prospects!" Now, you're the one doing the qualifying. The interviewing process goes both ways.


4. Realize that when you cold call, one of your objectives is to open up your prospect's thinking to the possibility of working with you in order to provide them with a better solution or to eliminate a recurring problem. If you are looking to change the perception or mindset of your prospects, whose mindset do you think needs to be changed first? Yours, of course!

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