Tactical Cold Caling advice from the field

1. Prepare, get your lists, open up some browsers with some data sources available.

2. Don't over-research. It's generally not worth it, and the time you spend looking online for the right "contact" to ask for - I could have called the operator or main switch and got to them without any names.

3. Getting to the Decision Maker. This includes some proprietary processes I can't give you my best stuff but I will divulge a few nuggets of wisdom I've either been taught, picked up, tried and been successful with or stumbled upon by complete trial/error.

Nuggets:

me: "Hi, Im supposed to talk with the Director of IT - transfer me please."
not: "Hello Can I speak with the Director of IT please"

Why?

Conviction, statement of purpose, give directions - don't ask permission and open up questions for a gatekeeper to validate what do you want, who are you with, regarding, etc.

me: "Hi, I don't think I got the right number, I was supposed to be transferred into IT - who is this?"

Use this when routing into a random extension, or on the operator him/herself. This will immediately get you into your desired department. If they respond with any doubt, become agitated and produce a tone of urgency and importance.

When you know who you're targeting...

me: "Hi, Bob in IT please"
them: May I ask who is calling?"
me: This is James. Thanks.

Say thank you, it's the best way to end the back-and-forth. Disclose who you're with and you may not get there due to perception or because their schedule wont immediately allow you their time.

me: "Hi Dorothy, Is Bob over in IT in yet?"
Dorothy: "Yes he sure is..."
me: (Immediately) "Great throw me over to him real quick" (inaudible sound in background)

OR

me: "Hi Dorothy, Is Bob over in IT in yet?"
me: "Great, I will conference the others in now then. Transfer me when you are ready." (don't overuse this one - it's a back pocket strategy and can blow up)

Again, I'm too busy Dorothy - I need him now and you can go ahead and transfer me. Thanks.

4. Bob answers. Now what? Just remember, you have all of about 4-7 seconds to get Bob excited enough to give you 4-7 more seconds to give you 30 seconds. So, if you catch his attention, then peak his interest, you've only got 44 seconds total. Get to the point.

What to pitch is all about 3's. Who I am, what our company does and who we call customers that is relevant to you.

I use what is called the Jones Theory to keep them wanting to know how their counterparts, colleagues and competitors are doing something and if indeed it's better.

The rest is up to you, but always close on a next step. Be definitive and get commitment or end on a yes. Get some more info, extension, email and make a promise to the prospect and keep it. You want to close on the first call... give them an option instead of an out.

me: "Would you prefer an online demo or should we setup a meeting in person? What does your schedule allow?"

All for now. Good luck and remember, don't overthink it, be proactive and extemporaneous.

Go. Make cold-calling happen.

James