Are you using cold calling in your business? Before you say no way, no how to this effective way of building your business, stop and take a deep breath. Cold calling works! No one is saying it’s easy, but with time and practice, you can get through it without breaking a sweat and significantly increase your sales. Here are some small business tips for cold calling:

1. Research your prospect before you pick up the phone. Think–would you be impressed if a business person called with a sales pitch but knew absolutely nothing about your business and its needs? What if he was offering something for which you have no use? Like you, your prospects are busy people with specific goals in mind. They are more likely to take the time out to talk with you and consider your offerings if you have some knowledge of the company and the contact you’re calling.
2. Create a script. You’ll need a script that includes a friendly but professional greeting and introduction. Your script should also include a point or two about the contact as well as information about how your product or service will benefit him and his company. Brainstorm the most likely objections a prospect may have to buying your product or service and come up with well-reasoned rebuttals. Transitions to questions about the contact’s needs or further discussion should be included as well. Keep in mind that you probably won’t want to read your script word for word. Your prospect will likely see right through that. Instead, you can use the script as a blueprint for calls and refer to it during your call. It may come in particularly handy if your contact proves tough and you draw a blank.
3. Learn to deal with gatekeepers. The receptionists and assistants that stand between you and your prospect may seem like adversaries when they won’t put your prospect on the phone. In reality, however, they can be your best friend. Being friendly to these people may help you to get your foot in the door or at least your prospect on the phone. Likewise, these people are in a position to give you the information you need, such as the name of the best person to contact to discuss your products and services or the best time to reach your prospect. If you have trouble getting past these office guardians, try calling before 8:30 in the morning and after 5:30 in the evening. You may be surprised by the number of business people who answer their own phones before the receptionist clocks in for the day and while they put in extra hours after she’s gone home.
4. Follow-up, follow-up, follow-up. You may be 100-percent certain that your prospect really needs your product or service, but it’s your job to convince her. No matter how enthusiastic she seems when you are talking to her on the phone, you must follow up. Call, call, and then call again. Send marketing materials through the mail. In many cases, it takes several contacts to get the sale, and it’s critical that you keep your business on the minds of your prospects.

Have small business tips for cold calling? Want to share? We want to hear what you have to say. Please add your tips in the comments section.