I doubt there's anyone involved in B2B prospecting that would recommend a cold calling campaign with just a single call to each prospect. Maybe this simple approach worked in the past. Today you need to make repeat calls, send emails and continuously follow up.

But, what if you have only enough time or budget for one call to each prospect? And, what if you really want to see what you can get out of this campaign?

Here's what you can realistically expect:

• Decision Makers Names
  
  If you don't already know who makes the decisions for your product/service, you can expect to identify new and better decision maker names in about 30% of the records. Do this by asking questions and "navigating the firm."
  
  
• Bad Records Eliminated
  
  You can eliminate companies who are out of business, have the wrong number, or have absolutely no reason to purchase your product/service. This might represent 15 - 20% of the records. You can simply eliminate these records from future calls.
  
  
• Companies to Stay in Touch With
  
  Some firms will ask for more information and will be viable prospects for future sales. Make sure to separate the "push-offs" from the truly qualified leads by asking the right questions. Then, keep these companies on your follow up list.
  
  
• Voice Messages
  
  You can begin to gain name recognition for your company by leaving voice messages with decision makers. This will help you the next time you make a round of calls to these individuals.



• A Few Qualified Prospects
  
  Depending on how universally needed your product/service is, there may be a small percentage of prospects who want to "buy now." Typically you will find some percent that have an immediate need, but remember, with a single call, there is no guarantee you'll find "hot" prospects on the first round.
  
  
• Modified the List and Script, if Necessary
  
  You can validate the quality of the list and the script - and make modifications as needed. There is no way of really knowing if your list or script are good until you start making the calls. But, do not call blindly through the list. Stop and ask yourself if anything can be improved. This will make your second and third round of calls more productive.
  
  
• MOST IMPORTANT Gain Confidence Talking with Prospects
  
  If you have never called your target market before. If you have never experienced the questions they will ask. If you have never answered questions "on the fly" (even though they are written and sitting right in front of you). The initial round of cold calling is THE MOST IMPORTANT TRAINING GROUND. You will gain confidence talking to this group of prospects. You will begin to anticipate questions, have answers that resonate, and be able to hold your own in a longer conversation. You will not need to rely on a script. All of this takes time, practice and real life experience
  

VSA, Inc.
441 Station Avenue
Haddonfield, NJ 08033
856-429-5078
valerie.schlit@vsaprospecting.com
www.vsaprospecting.com