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Cold Calling: Are You Shooting in the Dark?

Shooting in the Dark

By Cold Call Coach

Rifle or shotgun: Which describes your approach to sales?

If your answer is “Huh?” understand that the analogy refers to stark differences between the firearms.

A rifle fires a bullet that must be perfectly aimed to hit its target. A shotgun shell contains pellets that spread into a pattern, requiring less accuracy to strike.

In other words: Do you know exactly who your prospects are, or do you kind of fire away and hope that you’re close?

If you’re like most self-assured sales reps, you answered “rifle.”

You qualify your prospects. You’ve done the research. You know who you’re going after, and why. You don’t waste time on fruitless outreach.

When the time comes to make those cold calls, you do so confidently … unless you don’t.

As I’ve reiterated countless times, sales isn’t easy. Cold calling can be one of the hardest parts. Yet, every sales rep has to do so, at some point (and probably more).

Don’t be afraid of cold calling. Embrace it. You have a LOT more control over the process than you think. A sound, strategic plan – built on putting in the work upfront – creates untold potential for business growth.

No doubt you are qualifying your prospects … to a point. Unlikely, however, that you’re doing the intense, ultra-specific drill-down that REALLY identifies those people and organizations who need your product or service … and are waiting to hear from you (though they might not know it).

Herein lies Strategy, the first Pillar of The Three Pillars of Cold Call Success.

As mentioned in my last article, every person or company you cold-call should (metaphorically) be named Ideal Client. They need what you’re selling. An introduction is the last missing piece.

How do you know this? Your comprehensive strategy (the Pillar) narrows potential targets to an extremely tight, focused group.

You use at least six objective, quantifiable, and specific criteria to identify prospects – criteria such as:

  • Type of operation – service, manufacturing, retail, etc.
  • B2B or B2C
  • Where located
  • Number of employees
  • Market segment
  • Annual revenue
  • Age of organization
  • Recent “life events,” i.e. leadership change, merger or acquisition, new office(s) opening, regulatory infraction, significant award … oh, there are many, many more!

Your prospects should meet all your criteria. Not three, or four, or five – ALL. Only then will you truly be employing a targeted, rifle-like strategy – not a scattershot, shotgun approach.

There’s more. Your cold call strategy needs meat on the bone. What value-add are you offering the prospect? How do you save them money or time? Make their job (or life) easier? Enhance the long-term prosperity of the organization?

Remember, the prospect doesn’t care about you. They care about what’s in it for them.

How do you get your message across, in the often painfully short time a cold call allows? This landmine blows up far too many sales calls. You’ll get the answer in my next post, which will examine Structure, the second Pillar of The Three Pillars of Cold Call Success.

Excited? Want to really dive in and learn more? Consider attending or live streaming my Feb. 28 Three Pillars of Cold Call Success seminar. Your head might explode from all the knowledge you’ll absorb. How’s that for a sales pitch?

Similarly, your cold call strategy should formulate a good one for your product or service. Keep in mind that your goal, on the initial call, isn’t to close a sale. It’s to set an appointment.

You, being a smart sales professional, can take things from there. You’ve put together a winning strategy. You’re armed and ready – and no longer shooting in the dark.

Paul M. Neuberger is President of The Starr Group, as well as the Founder & CEO ofThe Cold Call Coach. Struggling with cold calling in your sales outreach? ConsiderCold Calling for Success or Cold Call University. Contact Paul at 414-313-8338 or via e-mail at pneuberger@starrgroup.com or coldcallcoachllc@gmail.com.

Filed Under: Anouncement, News

Testimonials

Paul is inspirational, and passionate about helping people grow their client list. He has developed an easy to apply, appointment setting technique that will change the way you meet your new customers. Quit paying for clicks, advertising on social media, and paying for postage. Most people think cold calling is dead………NOT SO. Paul brings new life to the most cost effective client acquisition tool available to everyone…… Read more
Brad Saunders
Paul is a well­spoken, direct, and impressive individual ­ His seminar and unique approach to cold calling will give you a different perspective that you can apply to your strategy immediately. I would recommend Paul’s seminar to any sales person out there, it will be worth your time!
Mark Petersen
Paul gives great tips and techniques to conduct a successful cold call. He also re­adjusts your perception on cold calling through personal stories and examples helping you get excited to get going with what you learn. Highly recommend.
Lucas Robak
Paul’s approach is as innovative as it is effective. Based on what I heard from him and the reactions I received from the individuals I invited, I have no doubt that people who hire him will get FAR MORE than their money’s worth.
Timothy Stewart
Paul’s training was insightful and well worth the time. Paul is a great presenter and keeps you engaged. I left with information that has helped make cold calling more successful for me.”
Lisa Pecora
Paul is a great presenter and networker. His seminars explain how cold calling has worked for him and he gives you a methodology of how to reach out to sales prospects. I encourage you to attend a Paul M. Neuberger Cold Calling Seminar to learn how to become a more effective salesperson. Paul is also very well connected in the Milwaukee area and has introduced me to many people I have been able to do business with. Paul… Read more
Lisa Twitchell
“Incredible! Fantastic!! Cutting Edge Material!!!”  

Peter H.W. Melms, Preplanning Specialist,
Washburn-McReavy Funeral Chapels
Here is his LinkedIn URL: https://www.linkedin.com/in/peter-melms-692aa91b
Peter H.W. Melms
If you get a chance to train with Paul I say run don’t walk to the session. It is invaluable and will change the way you cold call. 
Kevin DavenportSenior Vice President of Powerteam
Paul has such a unique yet simple approach that will forever change the way you prospect. I would absolutely recommend attending one of his seminars!
Daniel Mayer
Attending one of Paul’s seminars was one of the most beneficial experiences I have had within my educational and professional career. You will regret not signing up!
Joe Pillizzi

TESTIMONIALS

Steven J. Wheeler

Director of Business Development / Remodelers Advantage, Inc. "I was at your session on Friday at the NARI National meeting...
Cold Call Coach
2019-05-01T13:58:19-05:00
Director of Business Development / Remodelers Advantage, Inc. "I was at your session on Friday at the NARI National meeting in San Diego. I really enjoyed your presentation, and most of all the delivery. Just wanted to tell you how much I enjoyed your talk."
https://coldcallcoach.net/testimonials/steven-j-wheeler/

Schuyler File

Healthcare Consultant / The Benefit Services Group "The Cold Call Coach Program works! Initially, I was skeptical of the Cold...
Cold Call Coach
2017-09-27T18:12:37-05:00
Healthcare Consultant / The Benefit Services Group "The Cold Call Coach Program works! Initially, I was skeptical of the Cold Call Coach Program because I was having so little success on my own and did not believe the program could work. However, after the first session or two I understood that I had the wrong approach and the program was providing the tools I lacked. After completing the program, I have been getting a call back rate on voicemails that alone is worth the price of the program and this does not even include the success I have had when speaking with the target of my calls. I would recommend this program to anyone trying to increase sales through cold calling."
https://coldcallcoach.net/testimonials/schuyler-file/

Linda Layber

District Sales Coordinator / Aflac "Brilliant, yet simple. You'll wonder why you didn't see it all along. Paul is an...
Cold Call Coach
2019-03-06T05:43:45-05:00
District Sales Coordinator / Aflac "Brilliant, yet simple. You'll wonder why you didn't see it all along. Paul is an engaging educator, so much so that he takes the dread out of cold calling and makes it easy, effective and doable, for everyone. Highly, highly recommend his system."
https://coldcallcoach.net/testimonials/linda-layber/

Tom Feldhusen

Executive Adviser / Culture Index "The expression "Cold Calling is Dead" could not be more far from the truth –...
Cold Call Coach
2019-03-15T10:41:16-05:00
Executive Adviser / Culture Index "The expression "Cold Calling is Dead" could not be more far from the truth – People have simply been convinced that it no longer works based upon their experience and ultimate failures when it is not used properly. Paul’s approach and expertise in helping you script your cold call message is spot on. His method will yield results that can be measurable for your business if you let him re-teach you everything you have learned about picking up the phone and calling a cold contact. Paul takes you through a process that requires thought and relentless pursuit of perfecting your message which results in a laser focused, quality first impression cold call. Voice mail? Paul has an answer for that as well. Cannot get past the "pit bull" answering the phone? Paul has an answer for that. Thank you, Paul. You have transformed my business with your tutelage."
https://coldcallcoach.net/testimonials/tom-feldhusen/

Cody Garvin

Sales Manager / Express Employment Professionals "Paul is the most energetic and engaging speaker I have had the chance to...
Cold Call Coach
2017-11-07T06:18:49-05:00
Sales Manager / Express Employment Professionals "Paul is the most energetic and engaging speaker I have had the chance to see. Like the scripts he helps his audience design, I was hanging on his every word when I saw him speak. His framework for successfully scripting calls gives cold callers a new level of confidence when they are reaching out to potential customers and helps them sound like a normal person rather than the stereotypical 'smarmy salesperson'. This framework has also helped me personally to know who I should be reaching out to, what to say when I do, and how to get callbacks when I don’t connect. I’d highly recommend Paul to anyone who is looking to increase their knowledge, be more effective on the phone, and ultimately advance their sales career."
https://coldcallcoach.net/testimonials/cody-garvin/
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