Increase Your Sales by Market Research

There is an incredible amount of information on how to do cold calls. I have seen 3, 4, 7 and 8 step processes. While there are similarities, each expert's process is different. Based on my training and experience, I have boiled it all down into a straight-forward process for small business owners.


Success in all kinds of marketing, including sales, is contingent on selecting the right target market. Once you have selected a clearly defined, viable target market, then you are able to identify the leads you want to call on. Targeting your leads makes it much easier for you to make a connection with your words, warming up the call. After creating or acquiring your list of leads, divide the list into "A" and "B" lists.

Most professional salespeople use scripts when they cold call. You should write a basic script for when the prospect actually answers the phone and create other scripts for other possibilities. For example, if you get an answering machine, what will you say? List all the possible ways the phone will be answered and write scripts for each one.

NOTE: I don't usually leave a message the first couple of times I call someone and get the answering machine. It saves me time, but the bigger benefit is to the prospect. The prospect does not usually receive value from my message, especially if they don't even know me, and they are not burdened with the request to call me back.

Before writing your script, make sure you understand what your target market needs and what their problems are. You will need to communicate why the prospect would want to meet with you. Also, consider the reasons why they might say no to the appointment and preempt them in your script whenever possible.

The outcome you will almost always aim for with the script is to set an appointment for a sales meeting. Be very aware of your choice of words, and resist the urge to try to sell your product right then and there. Avoid conversations about price and other features of your product. Just focus on making sure the person is right for you and getting them to meet with you. The sales meeting is where you will do your pitch and sell the product.

It's a good idea to call your "B" list first, to try out your script and make sure it works without worry.