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Major Facts About Cold Calls

If you want to be effective in cold calling and prospecting totally new accounts, then you'll need a system that provides you with the best possible chance of success because cold calling and prospecting causes more home business owners to return to the slow drip marketing methods practiced by the majority of home business owners.

Yes, the most sophisticated, the most dedicated, the most skilled, the highest paid home business owners continue to fit cold calling right in with their standard rainmaking systems. It's a part of business.

The difference is that the skilled home business owner has learned to differentiate between the cold call and business building calls. Both are physical calls on suspects who have not requested nor asked for your visit, and both calls are the source of rejection and failure.

But in the case of the home business owner who understands the business building system, the rejection and failure are so minimal that the cold business building call no longer offers any threat.

Clients are acquired, the home business owner's prestige is in place, and everyone benefits.

So, let's begin at square one.

You see, to be successful in business building, you must have a constant infusion of new suspects, whom you can convert into new prospects.

Thus, your first step, in a successful cold call business building strategy is to set aside a special, definitive amount of time each week for cold call business building activity.

As a business builder or developer, you should be asking yourself..."by plan, by design, which clients will I be targeting this year?'

To an ordinary home business owner, that question sounds ludicrous. Target a client?

Realistically, there are many of your clients, that in terms of add-on business and up-selling activity, now or in the future, don't provide a realistic return on investment.

So consider selling them, putting them into a phone contact status only, or perhaps a mail-only contact system for your upgrade products and services. But, if the thought of dropping a client bothers you, then combine it with this thought... "By plan, by design, which clients will I be adding this year?"

You say, "Why I'm already prospecting twenty hours a week!"

Again, if the question of dropping accounts bothers you, then combine it with this: By plan, by design, which clients will I be adding this year, so I can build my business?"

A professional home business owner's client list is in a constant evolutionary state. Each year there are prospects with greater potential added to their client list.

Prospecting is a mandatory business building skill. Of course there are more desirable methods of prospecting than the laborious down the street, door-to-door cold canvass.

And, of course, the phone-in lead, or the pre-arranged appointment always provides a much better environment for business building. You'd much rather have a prospect know they need your services.

Well, it's simply not always the case. And, in any list of components detailing a prospecting system, you'll find such varied techniques as searching newspapers' classified ads, pursuing lists of new business permits or licenses, rummaging through local chamber of commerce membership lists or local guides of manufacturers.

What you will find is that no matter what, a mandatory component of your prospecting system is a standard and committed amount of time to make your cold calls. You get the picture.

Today, consider that of the many types of prospecting, of which Business Building calls are only one, the most productive, and the most successful form of developing prospects is asking for referrals.

Most home business owners, when it is suggested that they ask for referrals, believe that they are being told that when they acquire a new client, or when talking with their existing clients, they solicit referrals from those people.

Before you begin business building, you must clearly understand how to sell. The purpose of the first call is to identify the prospects needs from the prospects point of view.

The suspect's needs may be for safety, they may be for economy, fiancial security, cash flow, profitability, return on investment. But, you do know before you even make the call that it is never for your service.

So, let's assume that we've learned the skill of identifying the prospects needs from the prospect's point of view, and for this example, assume that the prospect is a restaurant owner, and the identified need seems to be for increased store traffic, or perhaps for more clients coming into the eating establishment.

Well, a skilled business builder, incorporating referrals as a prospecting component will be in the process of their presentation and about halfway through simply stop, look seriously at the restaurant owner, and then comment..."Are other restuarants in the area having that problem?"

What do you think the restaurant owner is going to say? No? If he does, then he's really confessing that he is a poor manager, and the only one with the problem.

You see, in order to save face, the only response you will get from the prospect will be ... "Yes".

Then, you simply ask..."Who?"

Look, referrals where the prospect gives you a person's name, and tells you to tell that new prospect that he said to call are rare. To a professional business builder, a referral is most often merely the name of the suspect and an idea as to their need. Asking for referrals on the basis of a previously identified need is a professional business building skill.

And, by the way, one you want to use on each and every business building call. Meanwhile, back to the subject at hand, business building calls.

In your thinking, you should picture the suspect/prospect as a target, and the home business owner as the archer approaching that target with a quiver of arrows. You see, the skilled archer reaches back and selects that arrow, with that specific tip relative to that particular target.

So you see, in our business building quiver, we'll have a variety of arrows in our arsenal, and each arrow, or each group of arrows, is designed to increase the incidence of success with each business building call.

First position yourself as an expert, so that on all business building calls, you have the identity of empathy, expertise and problem solving skills. If you are making business building calls without the positioning of empathy, expertise and problem solving, you will increase your own incidence of rejection.

Don't fear the phone. Your telephone will be a key arrow in your quiver, and you'll learn to use it effectively.

You don't want to be walking in to make a business building call until you're able to understand your mission, what you're supposed to be doing and the identity you want to achieve. Positioning yourself as a knowledgeable expert is the fist step toward the target.

About the Author

Sandra J. Klocinski has 25 years of practical experience dealing with small businesses: this is the foundation of her exceptional bookkeeping and administrative expertise. Sandra provides professional service while offering competitive rates and personal attention. To learn about the advantages of outsourced bookkeeping for your business visit http://www.bookkeepers-and-more.com

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