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Inspiration
Heat up your sales with cold calls
M any of today's ISOs and merchant level sales- and ask questions to find out what the individual's wants
people (MLSs) shy away from making in- and needs are. In addition, Tracy emphasized that you
person cold calls, saying the results simply shouldn't attempt to sell on the first call.
aren't worth all the effort involved. Indeed,
in a 2010 article published by The Augusta Chronicle, "Focus on information gathering," he wrote. "[Y]ou want
Jeffrey Gitomer wrote that "the return on investment on to interview the prospect by asking questions. Take notes
cold calling is under zero." and tell them you will come back to them. Focus on
building the relationship and coming across as friendly,
Paul H. Green, however, believes learning to cold call genial and non-threatening."
effectively can complement other sales strategies and The right attitude
strengthen any merchant portfolio. "There are several
major advantages to unannounced visits to your prospect's According to the website Businessballs.com, successful
business location," Green wrote in Good Selling!SM: The cold calling – including the effectiveness of methods and
Basics. "You are able to evaluate the prospect's business techniques – comes down to your own attitude toward
first hand, enabling you to tailor the presentation to his or cold calling. "Viewed negatively or passively, cold calling
her specific needs. Your best results are often made face- is merely a numbers game, where the sales person's
to-face." calling (sometimes called 'canvassing' in this situation) is
no different than a junk-mail leaflet," the website advises.
Outdated practices "Somebody might respond – maybe one in 20, maybe one
in 100.
Cold calling has suffered from outmoded guidelines.
According to Wendy Weiss, author of the Sales Winner's "This is the way that unsuccessful salespeople see cold
Handbook, some of the erroneous notions previously calling. No wonder for them that cold calling is a painful
accepted as sales gospel include: grind. Depressing, embarrassing, draining, exhausting,
just horrible."
• Any listing in the phone book is a potential customer.
Alternatively, when viewed positively and with creativity,
• Manipulation is key. cold-calling is empowering, Businessballs said, adding
that cold calling "enables the salesperson to supersede
• Always be closing. existing suppliers, pre-empt the competition, identify
and create huge new business possibilities, become
In addition to faulty assumptions, a questionable tool indispensable as someone who can make things happen
that should be discarded when cold calling is the canned and create new business, build (your) personal reputation
sales script. "Always remember, that cold calling and sales beyond job title and grade, establish relationships and a
in general, should be very personal," said Brian Tracy, a respect (for you) beyond normal sales responsibilities, and
sales coach and founder of Brian Tracy International. "You be an entrepreneur."
should focus on your customer's needs as an individual on
a case by case business. This is how you build relationships So spruce yourself up, prepare a few good conversation
with your customers and have long sales relationships to starters, knock on some doors, and listen. You just might
come. Using cold calling scripts can make the call feel less become inspired.
personal and this is something you want to avoid."
Kate Gillespie, President and CEO
Merchant focus
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There is general agreement that from initial contact
through the end of each visit, it's essential to forget about
yourself. Focus instead on the merchant, establish rapport,
