Cold calling. Hearing these two words makes me cringe, tightens my chest, and causes panic attack to many.

And it’s dumb. I suggest we stop doing this to ourselves. We should stop using the term when referring to telephone prospecting. A professional salesman can successfully prospect by phone when he’s Smart about it.

Let’s take a look at a prospecting call opening from a truly topnotch sales rep and some telesales tips for prospecting.

“Hi Bob, I’m Pete Armstrong with Insurance Best. Hope you enjoyed your golf vacation. Speaking with your assistant, Liza, I gather that you’re evaluating the competitive edge in your employment market and want to attract top talents in various locations. We can help you lower the recruiting and hiring costs, and increase your retention of managerial staff. I would like to ask you some questions to see if I could offer some information you want to know.”

Pete was able to deliver a number of positive things and use effective sales prospecting tips in the opening:

• He used the first name of the customer. He knew that Bob was an informal type of guy who doesn’t want to be called “Mr. Smithson,” and don’t like be called Bobby.
• He learned that Bob is a huge golf nut who just returned from a golf vacation.
• He mentioned Bob’s assistant Suzanne which added credibility.
• He knew that Bob’s company had just missed out on a few managerial candidates who were hired by his competitors because of better benefits offers, with some other employees leaving for the same reason.
• He didn’t mention insurance or benefits, but results that directly address problems which Bob is now facing.

All of those things took place in 10 seconds or so applying proven sales prospecting techniques. He later added:

• Pete asked questions, which he already knew the answers, about the company’s business goals, their position in the marketplace, as well as existing benefits package they have and how the employees felt about it.
• He complemented on the article that Bob wrote for Construction Executive magazine.
• He inquired about Bob’s experience working with a competitor of the company before coming to work for the present company 2 years ago.

As a result, Bob viewed Pete not just any typical sales rep, but someone who truly understood his business and know what he’s concerned about at the moment. He liked Pete. And Pete naturally got an appointment.

How did Pete accomplish all of this?

Pete did his homework well, plain and simple. He did Smart Calling™.  He utilized online resources, phone sales training and sales prospecting training using social media sites to gather any quality information about Bob, his company, and industry. Most importantly, Pete delved deeper and learned what Bob’s present concerns were.

Moreover, Pete used “social engineering”. This is the process of talking to other people within Bob’s company to gather crucial information about the company’s situation in regards to recruitment, hiring, and retention issues. This was also the best way to learn about Bob personally from his assistant Liza and other people in the department.

Pay attention to Pete’s conversational, soft-sell style in his opening to minimize objection and create interest. This put Bob in a mood where he would want to hear more.

This approach differs greatly with the typical “cold” call, in which a sales rep knows next to nothing about his prospect. He may keep dialing, smiling, and delivering the same tired lines and closes to anyone who cares to listen.
There is no reason to ever place a “cold” call. Make your calls Smart and ensure success using those ideas above.