Marketing Challenge: Warming Up Cold Calls

In most of the US, the winter weather outside is frightful, but that's no reason for cold calls to feel the same way. Small business personnel typically do multiple jobs, and sometimes they get stuck doing something that's not comfortable, like cold calling.

To address that marketing challenge, readers offer strategies for warming up those cold calls.

Making a cold call less cold

I have just started my own industrial sales business and sell filtration media (belts and air filters) to wastewater plants, papermills, food-processing plants and dredging companies. Most of the time, I need to speak to a machine operator, and these people are busy; I only have maybe a minute to get in my sales pitch.

I am a little shy, and I have to cold call quite a bit; and I do get pretty nervous. I know I can sell my product and have a lot of direct contacts. Plus, there is only a medium amount of competition. The "I know you are busy and I won't take up but just a minute of your time..." sounds too old and tired. What is a good first line to say to prospects, and what other cold calling tips can you provide?

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Hank Stroll (Hank@InternetVIZ.com) is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.