Cold Calling. The dreaded words that many business owners and sales people don’t want to hear.

But the question remains, is cold calling dead? Or is there still merit to this ancient art of sales.

The answer is simple. It can be very effective IF done the right way.

Depending on where you are at in your business and the time and resources you have dedicated to various lead generation both inbound and outbound… cold calling could play an important role in your sales strategy.

It can be a great tool in connecting you with other like-minded businesses to either collaborate or work directly with. Especially when you’re in the early days of business and have a lot of ground to cover.

However, even for those who aren’t in the early days in business, it can still be a hugely valuable sales strategy.

There are a couple of things you can do to ensure you are being effective with your time and to increase cold call conversion rates of call-to-conversation and conversation-to-lead/opportunity (hint: these are the conversion rates you should be tracking in your cold calling to ensure it’s getting results).

Now here’s the thing

It is uncomfortable. No matter how long you’ve been doing it, or how many calls you’ve made in the past.

The chances are you’ll not wake up in the morning and get excited about cold calling. BUT if you push through the awkwardness of it and do it anyway, the results will follow.

These three things will help it be a little less painful…

1.Have a good reason to call. Find a reason that makes sense to connect for example there’s alignment with what your business does or their company values are similar to yours.

And don’t approach the call to ‘sell’ but rather to ‘connect’ with other like-minded businesses.

2. Leverage what you know. When starting out focus on industries that you have been exposed to or have a experience in so that you are familiar with the struggles and challenges of the business you are calling.

This is a great way to go in with a bit of confidence and you can then utilise the information you already know.

3. Don’t rush it. Find the decision maker to set up a meeting to get to know each other and explore how you might be able to help each other.

You are looking for a win/win scenario which means both of you give AND take something from the relationship.

When approaching businesses that don’t know your brand, always remember your VALUE.

It has to work for BOTH of you so make sure you ask lot’s of questions to uncover what the opportunity is.

The moral of this story?

It can be scary and it is not comfortable BUT if you take consistent action and keep going even when you don’t feel like it, the reward will come.

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Nicky Miklos-Woodley is an Evergreen Sales & Business Coach, Trainer and Speaker.

There is a common stigma attached to ‘sales’ and yet, sales are so critical to the success of all businesses. The hard truth is without sales, your business is a hobby.