Here are several responses to the inquiry of making that cold call. I’ve done slight editing.
(1) Back in the day when I worked within the Telemarketing sector, the best ways of getting to the business owner would be to first pretend to the gatekeeper that I have spoke to or emailed the owner before roughly 2-3 weeks ago.
The trick to this is that when they then ring through to the owner he/she will not remember if they have spoken to you or received any communication. So pretty much you are going to get put through to the owner just out of them being polite and also curiosity, I would then speak with the owner and ask if they remembered me or not.
Of course the answer would be No! So I would then explain why I am calling and what the offer/service is. Never be too pushy but then don’t be too soft. Simply let them know how many other businesses are using your offer/service, how it has helped them out, how much it has saved them. Remember you must always have the facts at hand. (This response was more for the person selling a product or service. However, if the product is you, you can use the same introduction but leaving off the last part about others using your product)
The trick to this is that when they then ring through to the owner he/she will not remember if they have spoken to you or received any communication. So pretty much you are going to get put through to the owner just out of them being polite and also curiosity, I would then speak with the owner and ask if they remembered me or not.
Of course the answer would be No! So I would then explain why I am calling and what the offer/service is. Never be too pushy but then don’t be too soft. Simply let them know how many other businesses are using your offer/service, how it has helped them out, how much it has saved them. Remember you must always have the facts at hand. (This response was more for the person selling a product or service. However, if the product is you, you can use the same introduction but leaving off the last part about others using your product)
To put this in the perspective of a hiring/information interview cold call, you should have done your homework about the company’s products, services and pain points.
(2) The dreaded cold call, brrrr! The key is in your mindset. See it not as a dreaded (and dreadful!) job search tactic, but as a truly powerful, and fruitful job search tactic. See each call as an opportunity, a possible "in" that leads to meetings, introductions, or information that will shorten your job search. Practice on a few companies that are not in your list of "dream employers," so that you have polished cold call skills by the time you are calling your A-list of employers.
And if the secretary filters callers, try calling quite early or late in the day, when she is not at her post. You might get through to the hiring manager. There are many creative approaches to connecting to the right person. Pick up a few job search books at your local library and find a technique that isn't so beyond your comfort zone that you'll never give it a go.
(3) Whenever possible, try to make it a 'warm' call vs. cold call. Do a little homework, including searching LinkedIn, for potential connections to someone in that company and then see if you can (with permission, of course) leverage that connection into a reference you can mention in your call to them. Amazing what a known name does toward opening up the gatekeeper or 'guard' to your call! Then, make sure you've done your diligence on the company - their market, their products/services, and their needs - so you will project a confident capability to partner with them when you do get an opportunity to present your services to them.
(4) Determine the decision maker (call up and ask the receptionist, that seems to work, nicely) then create curiosity. Give them a real reason to want to talk with you. You may want to email them to let them know you will call. But hit them with their poor statistics and then show them how you will improve their bottom line.
In summary: 1. You have less than a 10% chance of doing business with a cold call
2. You have about a 30% chance of doing business if you are answering an advertisement for service.
3. You have a 60% chance on a referal. A referal is when someone who works with the organization you are attempting to contact, provides you with the name of a decision maker in that organization, they personally know the person and they know you and they call you and have you call them.
4. You have a 90% chance of doing business with an organiation if you get an introduction. An introduction is when someone you know, introduces you to a person they know and/or are doing business with them. The person you know is at the meeting or appointment where you are being introduced.
To put it into simple terms - with a cold call you'll have to go to at least 10 interviews before you get a bite.
With an introduction - if you went to the same 10 interviews - you have at least 9 offers.
Its worth spending your time, gathering the facts, looking for connections on Linkedin, and taking your time to set up an introduction - whether looking for employment or making a sales call for your company
In summary: 1. You have less than a 10% chance of doing business with a cold call
2. You have about a 30% chance of doing business if you are answering an advertisement for service.
3. You have a 60% chance on a referal. A referal is when someone who works with the organization you are attempting to contact, provides you with the name of a decision maker in that organization, they personally know the person and they know you and they call you and have you call them.
4. You have a 90% chance of doing business with an organiation if you get an introduction. An introduction is when someone you know, introduces you to a person they know and/or are doing business with them. The person you know is at the meeting or appointment where you are being introduced.
To put it into simple terms - with a cold call you'll have to go to at least 10 interviews before you get a bite.
With an introduction - if you went to the same 10 interviews - you have at least 9 offers.
Its worth spending your time, gathering the facts, looking for connections on Linkedin, and taking your time to set up an introduction - whether looking for employment or making a sales call for your company
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