If you sell "business to business" you need to read this article.

All B2B companies should consider some form of cold calling to reach new markets and expand.

Business to business cold calling is far more than taking the phone book and starting to dial randomly. In fact, an entire industry has been built around technology, processes, training and monitoring, and measurement - all to get the best possible results from cold calling.

Here's the short list of what you need to consider before starting your program:

1. The most important ingredient is your calling list. Many don't realize that the list contributes 70% to the success of your program. You must have a list of companies that are likely to need or want your service.
   The best source is using one of the many list vendors. But, you can also research lists by using the internet or outsourcing list research to companies who specialize in this.
   
   Here's an important tip. It doesn't matter how great your product is and how much it will help your prospects. For cold calling, it only matters that the people you are calling will perceive they need your service and perceive it will help them.
   
   Never start a cold calling campaign without seriously planning your calling list.
   
   
2. Next, your product or service must be easily understood over the phone within 20 seconds. If your message is confusing, your prospect will get bored, confused and hang up.
   
   The most important point to start with is the benefit. What problem does your product solve?
   
   If your prospects quickly understand the problem - or as we call it, the pain, and quickly understand how you take that pain away, they will listen to you.
   
   
3. Also important is the voice tone and inflection style of your callers. If you are talking to C-level executives, you must be an articulate, confident caller. If you're talking to the production manager, your callers must sound like a plain speaking, no-frills person.
   
   
4. And, don't forget metrics. You need to set goals including the number of calls/hour, the number of appointment per hour and other metrics that will help you calculate the success of your campaign.
   
   
5. An ingredient many cold callers overlook is "time." Success does not happen overnight. You might need a month or two to start seeing results. Make sure you have funds to sustain your program for that period. If you stop your program, or make continual changes, you may never realize success.
   
   

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