Ah, yes. The wonderful world of cold calling. When all is said and done, cold calling isn’t the fastest way to increase your income, but applied consistently between appointments, these techniques can help you forge ahead.

10. Never “Leave Your Card”

I know it sounds basic, but this is an absolute must that is very often overlooked. Tom Hopkins refers to a card as a “dismissal slip”, and it’s no wonder. I can’t tell you how many sales reps I know who will tuck in their tail when they hear, “just leave your card and we’ll call you”.

Instead, pull out your card immediately when introducing yourself, and focus on the other nine steps. This makes your card an “introduction slip” instead of a “dismissal slip”.

9. Practice “Power Prospecting” When Making Your Runs

Print out a stack of “direct marketing” style flyers. They should have a headline, followed by a 3-line paragraph, followed by 3 bullet points, followed by another 3-line paragraph, followed by a “fax back” form. This sounds overly simple, but can be a highly effective method.

Simply walk in, introduce yourself, hand the gatekeeper your card, and quickly go over the flyer. Before the gatekeeper says anything, say, “I don’t mean to bother you at all, obviously if your business is interested in (increasing your income, saving time, etc) you’ll call me. Have a nice day!”

If you want to try this technique, your goal should be to spend only 30-60 (polite) seconds in each business. This method is a “turn off” to lots of “old school” sales reps - but the fact is it works. In one day, you can run over 200 calls. Just be sure to take a business card at every stop along the way.

8. Make Eye Contact

I know it’s a fundamental principle of sales, but this is often overlooked - especially after a grudging day of being screamed at and rejected. Don’t forget to wear your smile and look everyone straight in the eye.

7. Get The Name Of The Decision Maker

Again, basic. But everything in sales is basic, and the only part of sales that is advanced is remembering all of the basics consistently.

6. Learn The Personal Details Of The Gatekeeper

If the gatekeeper says she has a cat named Billy, remember that, and take a note of it when you leave.

5. Determine If The Business Has Any Need For Your Product

Although your sales manager may say otherwize, the truth is that not every business has a need for what you sell. If they don’t have a need (be objective here), don’t waste your time. Move on to those who actually do have a need.

4. Ask For An Appointment

Be results oriented. If they have a need for your product/service, then make sure to schedule a meeting. When you meet resistance, attempt to communicate to the prospect that you have something of real value for them and that your goals are consistent with their goals.

3. Be Assertive

Don’t forget to sell. After a day of being rejected, it’s easy to stop pushing for your desired result. Although cold calling is not the best way to sell, when you are cold calling, be committed to it. Be as aggressive as you need to be.

2. Move Quickly

There’s nothing worse than a 10 minute discussion with a receptionist. Remember your objectives, and get out as quickly as possible. You want to be memorable, but not intrusive.

1. It’s A Numbers Game

This goes back to #2, but make as many cold calls as you can. The saying “quality beats quantity” is an absolute lie. It’s easier to go fast and find the “lay down” than it is to grind yourself against an unwilling partner. Get out, get moving, and sell quickly.

All in all, cold calling is one of the most dreaded “facts” of a sales rep’s existance. It is also, in truth, not the fastest way to win business. However, with proper training, cold calling is no longer a necessity. So if you are in a position where you have to cold call, fear not - “this too shall pass”.