Like most people, regardless of industry, if you don’t achieve success with cold calling early on you are going to forget about this marketing strategy forever. But before you give up for good, take a closer look at the three bits of advice below. By making these changes to your approach, you may soon find yourself generating more business than you ever imagined possible.
1. Change who you are calling. This one simple adjustment could be the difference between success and failure. For example, if you have only been calling small companies in your area you may want to broaden your horizons and focus on bigger employers as well other areas of the country.
2. Don’t stick with the same script if it is not working. You should always be tweaking your script, ensuring that you are doing everything possible to get in touch with the decision maker.
Additional tip: keep track of what is and is not working for you, in terms of the script you are using.
3. Set aside more time. You cannot expect to make three or four cold calls and close a couple of deals. This is not the way this technique works. There are times when I have to make close to 100 calls just to find a couple of people who are interested in what I have to offer. Don’t sell yourself short. If you are going to devote time to cold calling, you might as well go all out.
Don’t give up on cold calling until you experiment with these three changes.