First, ignore the term “cold calling.” Never go into it without a clue. Do your homework and find out as much as you can about the business and the business owner. Connect on LinkedIn and send a brief message to start the relationship. Follow their business’ social media channels and comment on their posts to build a rapport before you attempt to ask for “just a few minutes” of their time.
By all means, have a script. Even if it’s just a CliffsNotes outline of what you plan to say, write it down so incoherent rambling doesn’t take over. No one likes being interrupted by a call from someone who is not prepared.
Don’t forget the simple things prior to reaching out to a potential customer. From their website and social channels to press releases and stock information, understanding any current events that are impacting their business will help you craft a warm message and keep the chill out of the air as you close the sale.
