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Cold calling certainly has a bad reputation surrounding it; a pushy salesman on the other end of the phone, interrupting your morning coffee or the project that’s due by end of the day. The unfortunate reality is that these types of pushy callers do exist, however, not all can be bad. When we cold call companies, we adhere to three important values. Although simple, they can help change the reputation of cold calling.

Do Your Research

A common mistake for professionals who are cold calling is a lack of research. A successful caller is knowledgeable about the company and colleague they are speaking to. Through their website and social media platforms, learn about what service or product the prospect provides, what their specific field is, who their clientele is, how many employees are with the company, what is their mission statement, what are the company values, etc. Determine how your service or product can help these aspects of their business achieve its organizational goals.

Know Your Goals

Once you’ve done your research, determine what your goals are for that prospect. These will certainly vary depending on their industry, however there should always be specific goals. In commercial real estate, our first goal is to learn about their real estate needs: Do they have a lease set to expire soon? Does their space fit their needs? Are they happy with the location of their office? By asking these simple questions, we hope to obtain a copy of their current lease, then provide a free lease abstract to make sure they are getting the best deal possible depending on current market conditions.

Be Genuine and Respectful

Remember, the objective of making cold calls is to build a relationship, while selling your service or product, and there is no script for that. Don’t forget that there is another person on the other end, who has commitments and time constraints of their own. Try to connect on a personal level and get to know the prospect. Be yourself. Ultimately, this will drive future business for both parties.