If you’re like most sales reps, you don’t want to spend any more time cold calling than you have to.
But while it’s true the best way to set more appointments is to make more calls, does that mean more phone time? Not necessarily.
As we discussed at our March session of Business Wise Insiders on “The New Rules of Cold Calling,” setting a “cold calling clock” can help you set more appointments…
...in the same amount of time.
Here’s how it works:
Your Phone Time is Finite
No matter how much you wish you had more time, you only get 24 hours in a day. Your job is to make the most of them.
The same is true for cold calling. Regardless of how many hours you dedicate to cold calling, your goal is to use that time efficiently—to connect with as many good prospects as possible.
When you think of your cold calling time as finite, the need to eliminate time-wasting tactics becomes clearer.
Consider the question of whether to research your prospects before you call them. If you conduct in-depth research on every prospect, you spend a lot of your call time... not actually making any calls.
On the other hand, if you call your prospects according to categories of similarly situated firms (i.e., firms in the same industry that face the same general challenges), you can dramatically cut your pre-call research time…
...and increase the amount of time you spend on the phone with good prospects.
Here’s a slide from our Insiders presentation that illustrates the point:
Spend Less Time with “No” and More Time with “Yes”
Another good example of the importance of a cold calling clock involves your willingness to take “no” for an answer.
When you encounter resistance from a prospect, is your instinct to keep battling until you finally convince them to say “yes”?
While it’s smart to try and overcome initial resistance, past a certain point you may be wasting your valuable time on a prospect who will never say “yes.”
Learn to tell when your prospect is really saying “no”—then move on to a better prospect. Once again, you’ll make the most of your cold calling clock—you’ll reduce the time you spend talking to bad prospects, and increase your time with good prospects:
Next time you make a plan to call on your prospects, set a clock.
Then ask yourself: how can I make the most of my phone time so I connect with more good prospects, set more appointments, and put myself on a path to more deals?