14 Steps of Successful Cold-Calling Lists

by Mark Hunter, “The Sales Hunter”

The Psychology of Cold-Calling

The vast majority of salespeople do not enjoy cold-calling. Yet, at the same time, they must perform this activity on a regular basis if they want to sustain their sales motivation. Unfortunately, sales professionals rarely find success in this necessary endeavor because they fall back on the defense that they have “other things to do.”

To counter this, managers can quickly eliminate this excuse by holding their team accountable for making a set number of cold calls each day, week, or month. Furthermore, despite what people want to believe, no secret formula for cold-calling success exists; instead, success simply requires the discipline to actually do it.

Consequently, when salespeople avoid cold-calling, they generally reveal that they either lack knowledge about their product or doubt they will achieve a successful outcome. For this reason, you must maintain absolute confidence in yourself and what you sell. Therefore, as you begin to practice this critical discipline, you will find the following steps highly beneficial.

Strategy and Execution: The 14 Steps

1. Mindset and Preparation

• Establish a dedicated time each day to prospect.

• Clarify your purpose before dialing: focus strictly on customer benefits rather than product features.

• Project confidence and competence.

• Believe wholeheartedly in what you sell and the benefits your prospect will receive from your products and services.

• Maintain faith in yourself and your professionalism.

2. Communication and Outreach

• Leave short, impactful voicemail messages.

• Assume prospects will never return your voicemail messages.

• Target decision-makers one level higher in the organization than you think is necessary.

• Respect gatekeepers by treating them exactly how you would treat the prospect.

• Strive to earn the right, privilege, and honor to talk to the person again.

3. Timing and Scheduling

• Place calls before 8:30 a.m., as prospects answer their own phones most often during this window.

• Avoid Monday mornings and Friday afternoons, as prospecting during these times yields the worst results.

• Capitalize on “semi-holidays” and inclement weather days, because these times secure a higher response rate.

• Dial immediately, because any time is a good time to make a call; thus, you should never wait for the “perfect” moment.

Overcoming Excuses for Long-Term Success

Granted, you could try to convince yourself that cold-calling isn’t necessary. The truth, however, is that the most successful salespeople consistently develop new leads using a variety of methods, including cold-calling. Ultimately, through steady practice and perseverance, you will improve both your skills and your confidence. In addition, holding yourself accountable will help you transform your excuses into highly successful sales.

About the Author: Mark Hunter, The Sales Hunter, wrote the book “High-Profit Selling: Win the Sale Without Compromising on Price.” As a consultative selling expert, he helps individuals and companies identify better prospects and close more profitable sales. To receive a free weekly sales tip, visit www.TheSalesHunter.com, where you can also read the first chapter of his instant-classic “High-Profit Selling.”