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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

“Normally I’m skeptical when it comes to online “self-improvement” advertisements. However, after doing some research I felt Paul presented himself in a manner that I trust. His work is praised by many and I’m attracted to genuine people. The cost of his psychology of cold calling course is well worth the investment…it’s a no-brainer!”  

Adam Berndt, Sales Manager, Fine Tune
Here is Adam’s LinkedIn URL: https://www.linkedin.com/in/adam-berndt-open-networker-7b67b547… Read more
Adam Berndt
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
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
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
“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
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
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 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 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
No matter the industry Paul M. Neuberger seminars will give you confidence that cold calling is not a thing of the past and that there is SUCCESS and GROWTH in cold calling once you have the tools to do it efficient and effective. I am a believer now that cold calling is not a thing of the past.
Judy Huebner

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/

Meggan Mulkey

Sales Director / Designs in Marble "Hello Paul! I had attended your presentation on Instantaneous Differentiation at the NARI Expo...
Cold Call Coach
2018-11-29T16:48:07-05:00
Sales Director / Designs in Marble "Hello Paul! I had attended your presentation on Instantaneous Differentiation at the NARI Expo at Potawatomi. It was fabulous!! Really, it was the highlight of my day."
https://coldcallcoach.net/testimonials/meggan-mulkey/

Marissa Pittelman

Client Relations Administrator / Sand Castle Field Services "I just wanted to send a quick email to thank you for...
Cold Call Coach
2018-12-05T10:48:56-05:00
Client Relations Administrator / Sand Castle Field Services "I just wanted to send a quick email to thank you for all the time you spent with us. I know you had to, kind of, drag us along at points, but I’m glad you did. Although I no longer sell for Sand Castle, I may find myself selling again in the future and I think everything you taught us will be useful. I can even find ways to use your tips in my current role and in my day to day life. As a side note, I just wanted to thank you for the positivity and the energy you brought to each session. It’s been a pleasure getting to know you as well. Thank you for everything!"
https://coldcallcoach.net/testimonials/marissa-pittelman/

Sarah Stone Weber

Manager of Marketing and Property Management Business Development / Horizon Develop Build Manage "I learned so much from Paul Neuberger!...
Cold Call Coach
2017-09-03T02:22:41-05:00
Manager of Marketing and Property Management Business Development / Horizon Develop Build Manage "I learned so much from Paul Neuberger! Far more than just cold calling! He is truly a person that you need to know!"
https://coldcallcoach.net/testimonials/sarah-stone-weber/

Donald Hook

Chief Technology Officer / Full On Consulting "About halfway through the cold-calling course, it is fantastic. As I have just...
Cold Call Coach
2018-12-16T19:34:24-05:00
Chief Technology Officer / Full On Consulting "About halfway through the cold-calling course, it is fantastic. As I have just launched my own consulting firm, cold calling is critical and a skill I need to greatly improve. This course has been a blessing."
https://coldcallcoach.net/testimonials/donald-hook/
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Cold Call Coach

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  • Cold Call University
    • Course 101: Introduction
    • Cold Call University: Courses 101 to 401 – All Courses!
    • Printable Brochure