In cold calling, it's all about the list. It's all about the numbers. It's all about the process. That's what I always write in this column.

I want to change my tune a bit.

Yes, all of that is true. In fact, a good list is the biggest foundation for success.

The process and repeated attempts contribute greatly as well. But these are not the sole ingredients to successful cold calling.

I don't often talk about the quality of the caller and that's what I'm going to do in this column.

A great cold caller has a fantastic combination of tolerance, perseverance and tenacity PLUS the ability to be assertive, proactive and positive. A great cold caller is intuitive. She hears the slightest hesitation in her prospect's voice and is able to ask the right question to keep the conversation going. She knows when to hang up and go to the next record, and when to keep pursuing a particular prospect because she senses an opportunity.

Let's repeat the qualities: tolerance, perseverance, tenacity, assertiveness, proactive behavior, positive outlook and the icing on the cake is intuition.

How many people do you know with this combination of qualities? And if you do know someone with all these qualities, have they chosen "Cold Calling" as their profession?

It is absolutely not easy. No, let's say, it's downright difficult to find good cold callers today.

If you have a staff of outbound callers who are good, do whatever you can to keep them. Give them flexible schedules. Intersperse their calling time with some off-phone work to give them the needed breaks. Acknowledge their successes and challenge them when they are underperforming.

I have seen repeatedly the special kind of personality that turns a mediocre program into a successful one.

Here are two examples (names and products are changed to keep them anonymous):

• Sally is making outbound calls for a building maintenance service. She begins talking to a prospect. She is creating camaraderie, but the prospect says he doesn't need our service. Then, out of the blue the prospect announces, "but I have another location that might be in need." And, Sally sets up a sales appointment.
  
  At first glance, this is nothing special. But, an average cold caller would not have made the conversation so easy. The prospect's reaction would have been "I've got to get off this phone." Sally made talking easy and fun. Just the few extra seconds on the phone - because Sally was positive and engaging - changed our prospect from a flat "no" to a viable opportunity.
  
  
• Jenny has been calling prospects for hours and has rarely spoken to a decision maker. This is her third time calling the same list of senior-level executives. Neither they nor their admins answer the phone.
  
  When cold calling, you cannot get practice unless someone talks to you. Jenny knows that although she has spoken to no one, she must appear totally relaxed when a decision maker eventually picks up the phone.
  
  Jenny is determined. All of a sudden a C-level executive answers his own phone. Jenny begins a conversation. A moment ago she was feeling desperate and defeated because she hadn't been able to reach anyone. Now, she is upbeat, positive and confident. To Jenny's delight, the prospect decides to listen for more, and Jenny is able to set a phone appointment with the sales rep for tomorrow.
  

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