NO ONE likes cold calling. Not true! I love it! OK, so maybe you don’t like cold calling, but if you handle it right it can be a terrific opportunity instead of a dreaded chore.
Cold calling is the favorite part of my selling job. I use the opportunity as a reward for a hard day’s work of what I term regular calling—those everyday calls to touch base with current advertisers, track down ad copy, confirm space reservations, sell new offerings to old customers and follow up with previous contacts. Where’s the fun in that?
Cold calling is more like detective work. I search out new prospects from:
- Web searches
- Conference exhibitor lists
- Advertising in other publications
- Social networks
The Internet makes this pretty easy, and I can ALWAYS find a phone number. Once I get to the receptionist, I identify myself (important to establish rapport) and ask if he or she can help me locate the person who handles advertising and marketing. Most of the time, they are accommodating. [Read more…]