Letters To RainToday: Michael McLaughlin: Cold Calling

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Article	Cold Calling: Lower Head, Ram Wall, And Repeat
Author	Michael W. McLaughlin
My Thoughts	I am compelled to reply to this article because my occupation for the last eight years has been inside sales/ cold calling as an independent consultant for various industries. There are points within the article in which I agree and disagree with Mr. McLaughlin. First of all, you do not need to waste time and money sending out “enticing” letters that will end up in the trash for a telemarketing campaign. I can understand the fact that most consultants would prefer to work for free than pick up the phone and cold call. The answer to that is simple; hire someone to do it for you. Many small firms do not understand the value of investing marketing dollars into their business. The companies that grow are the ones willing to invest in marketing their firms. I'm not suggesting you should pour all of your marketing dollars into cold calling, but keep it as an option. Diversification will help you see where your marketing dollars are more successful and then you should increase your investment into that segment. You might find that for several years, one type of marketing is more successful and then it may change. You should maintain flexibility and never shut out your options, such as cold calling! There are several simple facts that a successful cold caller should remember: 1 – You must speak with the decision maker. The gate keepers don't know what is best for the prospective client. 2 –You are calling with a solution to a problem 3 – This is a numbers game. Yes – dial for dollars! 4 –Target your market with a good list. (Don't sell siding to all brick homes) 5- “Name drop” your prospect's competitor that use your product or service whenever possible. They will want to speak with you TODAY! 6 – Keep it short and simple. Explain why you are calling and ask if they have a need for your solution. I can not tell you how many times I have heard the prospect say “I can't believe you are calling at the perfect time, we just discussed at the weekly meeting that we have a need for a solution like yours!” If someone does not have a need but is willing to receive information, shoot them a quick email. You are gathering important marketing information and might decide to email these prospects an invitation to a future seminar or updated info about your product. You are branding your company and product because you are calling the industry you service. They might not have a need, but they may forward the information to someone else that does! And believe it or not, I have had people call me back six months later because they saved my email. Cold calling is the first step in developing relationships that will increase your client base. Many times the prospect will not have a need for a couple years, but if they have spoken with you every six months, they feel as if they already know you. The relationship has already begun and you are not even in the door yet! Not a bad way to start off the sales presentation! Going to association breakfasts, lunches and dinners are helpful, but attending too many of them may widen your waist more than your wallet. Developing and massaging a targeted database is essential to maintain strong marketing potential for your firm. Yes, you need a thick skin for cold calling, but if you call with a lot of heart and passion for your solution, you will likely succeed!
My Name	Sharon Muniz
My Title & Firm Name	Marketing Consultant

Article	Cold Calling: Lower Head, Ram Wall, And Repeat
Author	Michael W. McLaughlin
My Thoughts	You are correct, calling someone up out of the blue and just asking if they need a consultant will almost always fail. However, if there is a particular problem that you have prior success with solving, and clearly communicate that to the prospect, you will get a good response rate. No one wants to talk to a telemarketer, everyone wants to talk to the person who has the solution to their problem and has experience executing that solution. The problem is not the cold calling medium itself, it's the poor execution of cold calling by most of the individuals that try to make it up as they go along. I would encourage any consultant to learn how to do cold calling correctly, hire someone who knows how to do it correctly, or stick to other methods of gaining customers.
My Name	Patrick Kilhoffer
My Title & Firm Name	President, Direct Connections International Inc.