The Right Kind of Cold Call Sales Pitch


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There are ways you can make your cold call a legitimate business contact – non intrusive, polite and acceptable. All you have to do is put yourself in the shoes of the person you want to talk to.

Figure out how you would be prepared to take a call if in that person’s position. What sort of proposition would you be interested in hearing? How would you like it to be presented? How would you like the conversation to start. What would catch your attention and set up a conversation.

Everybody’s interested in a new idea which might add value, but nobody’s interested in being interrupted just so a faceless voice can make a sales pitch.

It seems to me there are some basic rules to follow, and they’re no different to those we’d observe in social situations.

  • The first contact has to be polite, brief and relevant.
  • The opening statement has to suggest this call is only asking for an opportunity to set a follow up call which can be scheduled.
  • The benefit statement has to be credible and relevant.
  • The description of the context for the call has to include an assurance that a referral to a colleague would be acceptable, if appropriate.

Here’s an example of the way this might work out for a call to the CEO.

  1. Good morning Ms Chief Executive Officer. I apologise for interrupting your day. This is a very brief call to request a following call we can schedule to suit you.
  2. Companies in your industry have found our new service enhances their competitive position without increasing costs. It may be the same will apply to your ACME Corp.
  3. Can we arrange a suitable time for me to call back, when you’ll have time to consider the potential?
  4. If it will help, I’ll be happy to send you a short briefing so you can prepare for the call.
  5. Our new service typically requires support from the business leader, but sometimes the CFO is a more appropriate contact, if you’d rather we met with a member of your team.
  6. Can we schedule a follow up call, please?
What do you think the response will be?
Most likely the CEO will ask for the bottom line.
At this point it’s up to the relevance and credibility of your pitch. You’ve made the call, interrupted the day, caught the attention. What you say next is critical, but that bit is up to you.

Why will this work? Because this is exactly the way a CEO of the vendor business would approach a fellow CEO.

Everything about selling comes down to putting yourself in the customer’s shoes.

For some context you might be interested in these articles which touch on the same subject.

Republished with author's permission from original post.

Steven Reeves
Consultant, author, software entrepreneur, business development professional, aspiring saxophonist, busy publishing insight and ideas. Boomer turned Zoomer - thirty year sales professional with experience selling everything from debt collection to outsourcing and milking machines to mainframes. Blogger at Successful Sales Management. Head cook and bottle washer at Front Office Box.


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