Even today, after twenty-five years of experience in sales and marketing, I still get a little nervous in the gut and experience butterflies. However, once I get started, it is easier to bring results. The greatest barriers are psychological. A salesperson can talk him self out of doing their calls and engage in busy activity that keeps them from making that call. Fear creeps in and keeps sales people from being productive.

Once of the biggest mistakes new sales people make is to try and sell the product on the first call. It’s much easier to start with little successes, like getting your prospect to give you their email address and accept your proposal. Once you create and send the proposal, you have done some fact-finding, and know what solutions your company offers that solves their source of pain, you now have the right to follow up and advance the sales process.

I am sure most of you’ve heard the expression “it’s a matter of numbers”. Meaning the more calls you make, the more sales you will ring up. There’s truth in that, and there’s some good old fashion sales bs as well. Selling to the secretary will not get it done. You’ve got to get to the decision maker. Not speaking to the person who can decide to buy or write a check is close to a complete waste of time. The only useful purpose you can get from a non-decision maker is information and sales intelligence. As you improve your skills, it should take fewer calls to close that sale and collect your commission check.

Keeping sales records is vital to creating that sale. I recommend using contact manager software created for sales people such as ACT, MAXIMIZER, or GOLDMINE. The key to the software is entering sales activities regularly.

When you do make that initial call by phone to set appointments, have a simple script with a benefit statement that compels them to say yes, and want to meet with you. Or want more information. You’ll have to really listen to what they say and how they say it. If they are saying yes just to get rid of you, you need to be alert. Once you get commitment to set the appointment, shut up and get off the phone. You’ve made the sale and that’s as far as you should take it. Do not be tempted to sell them right there. They usually will not buy and you will appear too eager and too desperate to make a sale. Some products require you sell on the first call, such as newspaper subscriptions. However, I’m referring to professional sales situations to professionals and executives, which requires several contacts if it is a large ticket and expensive item you are selling.

Once you have set the appointment, be prepared and to make your case like a lawyer presenting a case to a judge and jury. Not preparing will mean you won’t make the sale, so preparation is critical.

Cold sales calling is really the beginning to the sale. More power to you if you can close on the first call, but be prepared to go through the whole sales cycle.

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