Bradley Associates: Gaining Access to Key Decision Makers. Cold Calling does work – if you know how to call

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Will sales reps cold call – and learn to like it? Yes, if shown that cold calling is effective in gaining access to decision makers and Key Player executives. The sales person needs to learn to approach cold calling differently -- and should use cold calling to cultivate an internal referral and not to initially call the Key Player. Why not?

A survey* of senior executives was conducted to determine under what circumstances they would respond to a contact from an unknown salesperson. Responses showed that eighty percent (80%) of senior executives are unlikely to ever respond to an inbound sales call. Not great odds. Other than golf, not many people enjoy an effort that yields such disappointing results.
The executives surveyed further indicated that the most likely way to gain access to them is a referral from someone inside their own company. Eighty-four percent (84%) will always or usually respond to an internal referral. A prospecting technique that has been shown to have 84% effectiveness? What sales person wouldn’t use it? -- once they are shown how to use cold calling to generate internal referrals. I conduct CustomerCentric Selling® Cold Call Seminars and real-time Cold Call Coaching, and the most common error made by reps is the lack of a plan for a successful calling session. Before calling the targeted Key Player, I coach the rep to intentionally call laterally or one level lower, as well as to non-key players within that company.
The objective of these calls is to gain an insight into the prospect company that cannot be gleaned from researching their website or other sources. The sales rep is looking for a "hook." I recommend that the rep be very upfront about the reason for the call – they are gathering facts to prepare for a conversation with one of the prospect’s executives.

The rep should be prepared with questions that reflect the research done on the prospect before the call. The questions will help the sales person to identify a goal, need or issue within that prospect that might be addressed by your company’s offerings. Conscientious and relevant questions also demonstrate to the prospect that the rep is credible, interested and respectful of the contact’s time.