The Strategic Outbound Communications Way

First, let’s begin by dispelling a few myths about cold calling. For many people, saying or hearing the words cold calling conjures up many negative perceptions, feelings and ideas about this form of prospecting. So, in order for us to excel at this form of business development, we must ensure everyone understands there is a professional and high impact form of cold calling – which we call Strategic Outbound Communications. So, let’s first look at all the myths:

1. In order to be successful, you have to conduct many calls (a numbers game).

This couldn’t be farther from the truth. In order to be successful, you must focus on the quality of your connections in the moment of your call. Think about a great golf player whenever they look to hit the ball. They focus on the ball, their stance, their distance, etc. If they mindlessly swung away each time, they most likely won’t get very far.

2. You need a lot of no’s so you can get through to the yes’s.

The amount of no’s you receive is a direct reflection on how you are connecting with your prospects. In no way does a greater number of no’s get you any closer to the yes’s.

3. Always try to get past the gatekeeper

The gatekeeper or screener is, in fact, one of the best people to get to know in an organization. They have access to all the information you require and will be one of the biggest predictors for success.

4. Rejection or being rejected is part of the deal

There is no such thing as being rejected and that every call, no matter the outcome, is successful when looking at it from a holistic point of view.

5. Try and get to know the person and establish rapport

While those things are important, this should not be the focus of your call. You have to have a very thoughtful, meaningful and value driven message in order to be successful.