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I’ll cover topics ranging from what to say and what not to say all the way to making your potential client feel validated, how to form genuine connections, staying motivated when you’re dragging, studying speech patters and intonation, how to remain in control of the conversation and managing the gatekeeper.

The Cold Call Process

There is a process to every piece of our daily lives, and we’ve often perfected the best or most efficient way of accomplishing the things on our lists. Today we’re going to dissect and examine the Cold Call Process so I can show you, step by step, each important ingredient and how to maximize your knowledge and efficiency.

Every Cold Call consists of three separate steps

  • Pre-Call (preparation before the call)
  • Cold Call (fire the pitch)
  • Post-Call (administration and documentation after the call)



Prior to reaching out, it is imperative that you know as much as you can about the following:

  1. Who you’re calling (and whether or not you are connected with this person historically in any way – shared associations, friends, colleagues, employers)
  2. Why you’re calling that particular person rather than someone else in the organization
  3. Every possible detail about your product
  4. Possible objections and how to overcome them
  5. Your potential client’s purchasing schedule
  6. Who the other decision influencers and decision makers are
  7. The potential client’s budget

Much of the Pre-Call phase is market research including making yourself an expert on what the competitors are offering. It’s also advisable to know who your potential client is doing business with currently, and which major issues they’re wrestling with (what is their problem to solve?)

The second part of the Pre-Call step is to practice your pitch as well as the potential rebuttals (no money, no time, no need) which you may encounter.

Finally, before you move on to picking up the phone, set a goal of how many decision-makers you are going to speak with daily. This way, you can track your progress and know when you’re finished.

Cold Call

This is it. Pace around, visualize the client you’re about to call, and then place your Cold Call. Launch and fire the pitch in a genuine and enthusiastic manner. Hook your potential client!

Post Call

This is the step which often gets lost in the shuffle, considering that top Cold Callers are movers and shakers, not documenters (by nature). Don’t throw away all of your effort by slacking on this step – it’s important and will save you time and effort down the line.

Record all the information you received (about budget, schedule, decision influencers, organization of the company) into your CRM system. Plan a callback activity and schedule it (this is the best way to remain proactive!) You may also want to send a follow-up email immediately following the call.

By becoming familiar with and optimizing each piece of the Cold Call Process, you are ensuring success!

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