Have you ever wondered why there are still companies that use cold calls to acquire new business even though most people hang up sooner or later on most cold calls?

It's the so-called 'numbers game' which goes approximately like this:

- You call 100 people.

- Five to 10 people listen to you for a while for whatever reason (because they're polite, or feel sorry for the cold caller or ...)

- Two to three people are at the moment searching exactly for the kind of product or service offered in the cold call.

- One of them eventually buys.

So you just need to make hundreds or thousands of calls and you will eventually get the business you wanted.

Unfortunately, this business development approach has a number of considerable disadvantages:

* Chances are good that you will ruin the image of your company.

* It is highly frustrating to the cold caller to be continuously rejected.

* It is actually unethical because you annoy most people you call.

* It is a huge waste of time and energy.

Let me make it clear upfront: I believe in cold calls, provided they are done with integrity and respect for the person being called. Cold calls can be a fast track to getting new business from your target customers, whom you might not easily reach otherwise.

However, to make every cold call meaningful and enjoyable, you will need to change a few things in your approach.

1. Opening

Keep in mind that the first impression you make will be decisive in the outcome of your cold call. People typically form a first impression about you 12-19 seconds from the first verbal or non-verbal (the latter not relevant in cold calls) communication with you. Hence, your opening is crucial!

Some Tips:

- Don't sound like a cold caller.

- First ask for permission (just because people pick up the phone doesn't mean that it's a good time for them to speak with you). Asking permission shows respect.

- Do as much research as possible on the person or company you want to call.

- Adjust your pace, voice, and speaking style to the way the person being called speaks (don't mimic the other person though, just stretch your natural style to get closer and still remain yourself). It will make the person you call feel more comfortable talking to you.

2. Elevator Speech

Early in the conversation your counterpart will want to know which company you are calling from and the purpose of your call. Ideally, you prepare a compelling "elevator speech" which should be as concise and engaging as possible.

An elevator speech is a short statement of about 20-30 seconds (typically the time it takes to travel some floors up in an elevator) which should answer the question: "Why should I continue talking with you?"

Some Tips:

- Don't use the words "are you interested in..." Better use "would you be open..."

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