Making cold calls can be difficult. It is one thing knowing a potential customer might toss a direct mail postcard in the trash. But, it is another thing, entirely, to get rebuffed by a potential customer either in person or by phone.

Cold calls tend to be especially difficult for people who feel uncomfortable approaching strangers and trying to give a sales pitch. But anyone who feels uncomfortable selling, or struggles with rejection will most likely not be successful as a small business owner, regardless.

Like them or not, cold calls help generate business and are an excellent marketing tool.

Make a Script

Just because it is a cold call for the potential customer does not mean the person selling the small business product can go into the meeting unprepared. No matter how well the small business representative knows the company, it is best to prepare a script in advance, and then memorize it. If the cold call is done over the phone, the script can be read, as long as the presentation sounds natural.

Having a prepared cold call script means that all the important information will be touched upon and the same information is reaching all potential clients. The worst thing that the small business can do is promise a service to Client A and Client B but not to Client C. Client C will probably end up taking his business elsewhere if he thinks he is not as important as Clients A and B.

However, the small business representative needs to be prepared for questions and comments from the potential customer that will require a shift from the script. The representative needs to know everything possible about the company, but if a question comes up that needs further research, the representative needs to admit that and provide an answer as quickly as possible after the meeting.

Cold Calls Need Not Be Frigid

Before any cold call is made, letters of introduction should be sent out first. This letter should be short and professional, stating the name and goals of the small business, what the product is, and a notice that a follow-up call will be made. With an introductory letter, the potential customer will be familiar with the small business and the representative’s name before the cold call occurs.

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