Cold calling is about numbers. Most prospects simply will not pick up.

 

When they do, it is essential that cold calls are warmed quickly and effectively.

 

Try

 

(1) Lisa, it’s (2) Paul Legrady with _____. I see that (3) _____ is (4) _____. Are you looking for (5) _____? 

 

Let’s break it down. 

 

(1) First name takes a formal tone

 

(2) Caller’s full name and company name establish legitimacy

 

(3) The company’s informal name demonstrates familiarity

 

(4) Briefly describes prospect’s potential need which has been researched before the call is made

 

(5) Quickly introduces caller’s solutions to meet that need

 

On the cold call, the salesperson has about 15 seconds to establish legitimacy, express an understanding of the prospect’s interests, and propose a solution.

 

This cannot include 

 

“How are you doing today?”

 

“Did I reach you at a good time?”

 

“Can you take a few minutes to spend with me?”

 

Many calls need to be made before a legitimate prospect picks up the phone. Salespeople working for B2B publishing companies must make the best of these opportunities by warming up cold calls quickly.