It’s a task that sends shivers down the spines
of even the most confident and professional of employees. But it’s
not difficult to become better at cold calling, says John Tisdale,
president and CEO of San Clemente, Calif.-based ExpoCall, a company
that delivers tailored, prerecorded voice mail messages for the
events industry (like an e-mail blast over the phone). Tisdale has
perfected the way to hook a call’s recipient with a focused
message. Following are some of his tips.
Research first. “Don’t spin your wheels by
contacting non-prospects,” says Tisdale. “Do your homework and have
a purpose.”
Stand up and smile. Your voice projects better
when you are on your feet, and a positive attitude will shine
through.
Write a script that works. Key elements of your
spiel should be who you are, why you are calling and why the
prospect should listen to you. Any additions to those basics should
be carefully rehearsed. “Try not to ad-lib,” recommends
Tisdale.
Be funny but reverent. “Gatekeepers deal with
dozens of people like you a day,” Tisdale says. “If you can
differentiate yourself through creativity but maintain the respect
of your target, you have a leg up.”