Mastering Cold calls

Tip 9 & 10


Don’t stop now—take a deep breath and keep the ball
rolling. You have reached the most crucial point in the
cold call: asking for what you want. Take the order,
make the appointment, move on, and finish what you’ve
started. You move to resolution when you:
Ask for the order.
Schedule the appointment.
Restate your conversation and agreement.

Ask for the Order
It sounds like the easiest part of the
cold call, asking for what you want; or
are you feeling like you need to say
more, are you afraid the prospect will
say no, or are other fears cropping up?
You are not alone.
Remember, this is the pivot point. The most effective advice you
can follow now is: stay confident that you are helping the
prospect solve a problem by offering your great product/service.
Know emphatically that you are doing the prospect a favor by
helping them.
With this mindset, your voice, body language, and words will all
come together when you ask for the order. Just as quickly, after
you ask for the order, keep quiet. Silence is your best friend at
this point. Let the other person break the silence. You made it.
Now you are over the hurdle

Schedule the Appointment

Whether you are asking for the order or you are scheduling an
appointment, be ready. Have all your materials on hand and know
when you have open appointments. Have your calendar right in
front of you. Be ready to give at least two open dates.
You may say something like this: “I have Tuesday or Monday of
next week open at 3:00 p.m. Which one of those dates is best?”
Give a choice of two dates in an assumptive phrase. Never hang
up or leave unless you have a date scheduled.
If you can avoid it, don’t put off scheduling a time, because
statistics show that very few appointments are made during
callbacks. This also adds to your sales cycle time, and time is
money in your profession

Don’t Put off Scheduling an Appointment
As much as you try, you may not be able to set an appointment. If the prospect
says he is too busy and asks you to call back later, assume he wants you to call
back to make an appointment. When you call back with this assumption in mind,
it will color the words and tone of your call. It may sound something like this:
“Hello Mr. Dhiren, this is ___________ with “Premium Raincoats” in, Mumbai.
The reason I am calling you back is that when we spoke last month, you said to
call back in October to set an appointment. Would next Wednesday at 1:00 p.m.
be okay?”
Can you tell how assuming you are going to make an appointment dictates how
you phrase your call and impacts your success rate?

Restate Your Conversation and Agreement
Now that you have spent a lot of
time and energy and set up the
appointment or closed the sale,
keep up the good work by
summarizing what took place.
An important part of any cold call is you must make sure you and
your prospect are thinking along the same lines and have reached
the same conclusions. Restate the conversation you had, the time
and the place you set for your appointment, the order details, or
when you will call back with some answers to the concerns.
Your attention to this often-over-looked detail will pay off. It will
make you look more professional, it will ensure that what you
worked so hard for takes place, and it will make the prospect feel


Now that you have built rapport with your customer, use
the follow-up to generate even more business. You have
nurtured this relationship by solving a problem, helping a
client, and being honest. Turn a cold call prospect into a
loyal customer by being great at following-up.
Encourage and ask for referrals.
Send a thank you note.
Record customer data for call-backs

Encourage and Ask for Referrals

Your referrals can come from many sources: networks you have
developed, satisfied customers, and even prospects that cannot use
your product but know someone who may.
In every cold call you make, one of your goals should be to get at
least one referral—or better yet, several! People give referrals two
reasons: to help a friend or colleague get a good product (being a
hero) or to receive some kind of incentive or reward (personal
When you deal with people honestly and professionally, prospects
will usually be very willing to give you referrals. If they are satisfied
with your service or product, they will want to point their friends
toward a good opportunity. If you offer a reward, they will be even
more compelled to help you. So when you have established a solid,
honest relationship, don’t hesitate to ask for referrals

Send a Thank You Note
This may sound like
something you are not used
to doing after a cold call,
but a thank you note goes
one step further to keep
your product/service in the
mind of your prospect.
Your thank you note is also an excellent way to reiterate your
order or appointment details. Most importantly, a thank you note
makes your prospect feel important.
If someone gives you a referral or a secretary helps you get to the
decision-maker quicker, send a note thanking him or her for his or
her support and guidance. Any support you can garner for you
and your product will smooth the way for future sales. You never
know—that secretary just may be the person that decides who
gets the rush order for more raincoats this rainy season!

Record Customer Data for Call-backs
Do your desk and daytimer
look disarrayed, or are you
keeping accurate notes of all
your contacts? Always keep
two up-to-date and timely
files: one for your immediate
reference, such as a daytimer,
and a more complete report in
your file drawer or database.
Add to it as you make your
The most successful sales professionals have the equivalent of a
card file on every contact they have made. They prioritize them
after they do follow-up calls and/or receive more orders. Good
records will help you leverage your success. They will also help
you define the prospects with the most potential to buy, so in turn
they save valuable time.
The participants can re-design the Cold Call Tracking Record
Tool to suit their requirements.


After you have spent valuable time preparing to make the cold call, you
need to put your best plans into action. Move from planning to doing. You
will become a successful cold caller when you:

Quiz #3: Check your understanding of Session 3
No Statement True False
1. The best way to start out on a cold call is to stick to
your prepared, rehearsed 30-second script.
􀀀 􀀀
2. Visualizing yourself as a “hero” means conjuring up
dreams of making huge sales successes.
􀀀 􀀀
3. Whenever a prospect objects that your price is too
high, you should resolve that concern by offering
some sort of price break.
􀀀 􀀀
4. If your cold-call objective is to get an appointment or
to set a date for signing a sales order, a good
technique is to give the prospect an option to have
you call back later instead of committing to a date
􀀀 􀀀
5. On the initial cold call trying for an appointment it is
too early to ask the person for a referral to another
􀀀 􀀀

Key to Quiz #3
QN Key Description
1. True
If the opening steps of your cold call take too long, you’ll never get
to the meat of the conversation. A prepared and rehearsed script can
get over those opening steps quickly and with powerful impact on
the prospect.
2. False
To see yourself as a “hero” in the prospect’s eyes means getting to
his or her concerns quickly and offering solutions that will help. This
consulting approach produces results for the prospect, not just sales
for you.
3. False
Sometimes your product quality warrants a high price. Other times,
special features make the high price actually lower than competitors’.
Occasionally, competitors’ prices are actually higher, even though
their delivery record is not as good. Showing the prospect these
facts can often overcome this objection.
4. False
Don’t put off scheduling a time. Offer a choice of two different
appointment dates, or ask what date would be best for the prospect.
Try not to hang up or leave until you have a scheduled date;
callbacks have a poor record for getting appointments.
5. False
Asking interested prospects for a referral even before your
appointment can provide good leads. Information obtained from
contacting them can help build rapport with the prospect during the
scheduled appointment. Even if the prospect is not interested, you
can ask, “Do you know of someone who might be interested?”
before you hang up.