Cold Calling To Provide Your Client With A Solution

Now there is an example of a wise method of cold calling. In the previous article about mistakes some make in cold calling, we discussed the importance of letting the client to be in charge by offering him a solution not a product. You may ask what the difference is. This is psychology. When somebody offers you a product, you feel like you are forced into something, as if somebody is imposing his ideas on you. Subconsciously you think that this person is selfish.

When you are offered a solution, you feel much better. You think: "I'll take this (the solution) and do that (use the solution to put down the problem). " See? You're in charge - and people love to be in charge.

What I want to say, when using cold calling, always place yourself in your client’s shoes - this will tell you what’s the best thing to do.

A good example of cold calling technique.

Here's an example of how to use the described cold calling technique. Let's take advertising agents to analyze because they often do the wrong thing when it comes to selling their services.


I receive strange calls several times a week when an advertising agent says: "Dear Sir, would you like to advertise in our newspaper? " And NO is the answer! It’s the wrong approach.

Advertising for a businessman means spending money. So, basically I get a negative idea because this agent wants me to part from my money. Now turn it into a positive idea. What benefits do I get by advertising? Selling more products... Oh, no! Dig deeper! You can't just phone up somebody saying, "Hey, would you like me to help you selling more products?" It sounds foolish. To generate sales I need leads. Lots of relevant, highly targeted leads. So, here comes the conclusion.

To offer your advertising product via cold calling, you say: "Dear Mr Smith, could you help me for a minute (yeah, it sounds strange but this way you have your conversation on a positive vibe). I am calling to find out if you are open to a new idea of generating targeted leads for your company. "

Then you continue talking about his business. I presume you know his industry. If not, you should prepare before you call. You should also mention the way you can help him. Offer a solution, don't ask to close a sale during your first call. This way your cold calling is not a waste of time and using the aforementioned technique you can succeed.