Cold Calling

Cold Calling: The Golden Keys to the Gatekeeper
By Leslie Buterin
www.ColdCallingExecutives.com

In the beginning stages of learning a good cold calling script can help you find and catch a rhythm. Ideally, you begin by reading such a script, than memorize the script, understand the purpose for the script, then … get rid of the script!

Complete dependence upon a script is what earns telemarketers such a bad reputation. These callers are “connected” to a script and unable to connect with the person, cut to the chase, and state what they have to offer.

You are not a telemarketer – you are a sales professional. But honestly ask yourself, do you use any of these unsuccessful “telemarketing” lines:

“Hi, my name is … from …. How are you doing today?”
“Ms. Smith I’m not calling to sell you anything I’m just …”
“Mary, is this a bad time …”

These openers convey the unsuccessful callers’ thoughts:

• “This is one more dial toward my daily/weekly quota”
• “The prospect is really the audience for the script I read”
• “I’m calling an impressive job title”

The danger of these thoughts is in incorporating them as a “belief system.” These thoughts remove the intimacy of connecting as a person. After all, how can you establish business relationship with a “dial”?

On the flip side successful callers even search for ways to “connect” with telemarketers before saying “No thanks.” They think, “I know you are a telemarketer but before that … you were a person.”

Successful cold callers cultivate thoughts such as:

• Each time I make a call it is to a person, a business friend I haven’t met yet.
• I connect with people
• I open relationship with people

The word “prospect” defines a group of people. It is not used to depersonalize or distance the sellers from the potential buyer. Prospects are people who respond to people, solving problems and offering help.

Successful sales pros think: “I relate well to people.” “I have easy conversations with people and feel joyously connected to them.” “Every executive assistant is a person and I feel powerfully connected.” “I cold call is to open business relationships. I feel honorable and frankly worthy of being heard. I respect people and people respect me.”

*****

Forward this article to friends. They will thank you for it!

For your mini-course “Jealously Guarded Secrets to Cold Calling Company Presidents” visit www.ColdCallingExecutives.com or call New Business Development Coach, Leslie Buterin (like butterin’ bread) at (816) 554-3674 9-3 CST (that’s Kansas City/Chicago Time)

(c) 2008 Leslie Buterin. All Rights Reserved.

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