The art of cold calling

Last week I received what I consider to be an 'ineffective' cold calling style. The person concerned had left a number of messages for me: on a daily basis, and finally got to speak to me directly. I didn't know her, but the organisation she was represented was used by myself for exhibiting at their event a couple of years ago. Obviously I knew they were trying to sell me a spot for their next exhibition.

I quickly responded to the call by stating that we had decided to use another exhibition due to our clients recommending it as a better one for our services. The person on the other end of the phone proceeded to 'bad mouth' the show and then my decision to exhibit there. She became patronising about my company; the other organisations that exhibit there and the general running of that exhibition. Her attitude and style was one of desperation, and I have no interest in exhibiting at their show in the future.

So what does that tell us about cold calling. The conversation could easily have ended with respect on both sides: I was very polite to her. But due to her not listening; being disrespectful to the other show, exhibitors and my company, and generally coming across as desperate, there was never any other outcome than me severing any business relationship with the organisation.

So how might the call have gone better? No cold call is going to result in an immediate result, but a more effective call might have retained a business relationship where they could approach me next year and I would have been open to discuss the opportunities available.

Being derogatory about other companies; people and competitors does no one any favours and it devalues your own business and image. When you are cold calling, you have no business relationship with the person you speak to. So being negative about a competitor leads to the person on the other end of the phone being wary of you. They won't like you and they won't buy from you.

For more tips on Cold calling or to buy the 'Being a Cold Calling Genius" Audio Training CD go to http://www.executivevoice.co.uk