Cold Calling — the term itself is enough to put any salesperson off picking up the phone! And I have a confession to make: I hate cold calling and I think it’s a waste of  valuable time.  I know … I’m inviting a barrage of comments to the contrary here, trying to convince me otherwise. But before you wax lyrical about the benefits of cold calling, let me clear something up with you first: I say I don’t like cold calling, but I am a huge fan of PURPOSEFUL CALLING and, believe me, there is a difference. Once you understand this, I guarantee your sales career will rev up a notch or two.

We all know that our most effective sales channel is networking, but sometimes we need to create new opportunities to get to that point. This is where purposeful calling can be one of your most effective sales tools. So, what exactly is purposeful calling?

Purposeful calling is:
• Calling with the intention of having a meaningful conversation which will lead to a meeting if done authentically!
• Calling with passion, confidence and enthusiasm — all conveyed through your tone during the call
• Calling with preparation — making sure you know something about the intended client, ie. their industry, their specific business, previous CRM notes etc
• Calling with strategy — making sure you are engaging with either the decision- maker or a key person of influence
• Calling with value — making sure you are setting up a meeting that is a valuable use of time for the decision maker
• Calling at the right time — people are busier than ever, so make sure it’s a good time to engage with them. If not, ask permission to ring back at a better time
• Repetitive calling, and no, not to the same person over and over again to get your dials up! The more NEW calls you make the better you will get at purposeful calling. Practice your craft: the task itself won’t get easier but YOU will get better and more successful at it if you keep practising!

Lastly, to all the sales professionals out there reading this, if you are already doing all of the above then stop calling it COLD CALLING. You are better than that, because you are indeed calling with purpose, and doesn’t PURPOSEFUL CALLING sound so much better already? So, enough with the Cold Calling!  Purposeful Calling all the way.

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