Cold hitting can be a great way to produce a quality track. You get to talk to the gatekeepers and participants, and you get a good understanding of their needs and influences.
But cold calling is a form of art. It can be difficult, it is always a lot of work, and you always need to make a good impression. So you need to do it right. Here are some tips to help you do just that.
1) Record everything
Always write down all the details for all calls. Write down any words and titles you read. Not just the name of the person you are trying to contact. The name of the recipient can be important to remember as they are usually the gatekeepers. Write down when you hit, and when you said you would be back.
2) Use a website or spreadsheet to record everything
You can never handle it manually, and Excel spreadsheets are not usable for long. If you are ready to invest in a real CRM (Customer Relationship Management) tool, that is a good idea. If not, there is a cheaper alternative. I created my own data using Microsoft Access. Visit http://www.divinewrite.com/downloads/contacts and jobs.mdb to download a 208KB valid copy for FREE. You will need Microsoft Access 2000 to launch it. I'm not a database expert, so it's not a work of art. It will get you started anyway. (TIP: When using the website, press Ctrl +; to enter today's date.)
3) Always call back when you said you would be back
Do not let them. They may not even remember that you are committed to beating them again. But if they do, and you do not meet your commitment, you will lose important loyalty and respect. And whenever possible, work on their schedule. You are here to help them, not to make things difficult.
AUTHORS 'TIP: If you are a copywriter or a website copywriter, ask to speak to the Marketing Manager (or if the person answering the phone says they do not have a marketing manager, ask "the person who oversees the advertising and website" - all businesses with that person - usually one of the owners).
4) Always try to keep up with the gatekeepers
Recipients and personal assistants are a great influence, and they often do more real work and decision-making than the person you are trying to contact! Make friends with them and get a foot in the door. (But don't waste their time or crawl - they get a lot of that!)
5) Keep it short 'n fun
When you get to talk to someone, keep it short 'n fun unless they want to talk a lot. The purpose of the call is to get their attention, let them know you are there, find out their name and contact details, and check if they have any requirements for your services. (Tips for Advertisers: If you are an advertising copywriter or a copywriter for a website, you may have phoned to write brochures and found out that they need web writing.)
6) DON'T SELL !!!
Do not pressure people or make it difficult for them to get off the phone. Tell them what you do and that you would like to send them an email with a link to your website with samples and testimonials (or attachments that contain samples), and leave them there.
7) Follow by email
If you do have permission, always send a follow-up email - and do so immediately. Specify in the title of your article. (Tips for Scammers: If you are an advertising copywriter or a web copywriter, use the words "advertising copywriting" or "website copywriting" in the title. ) Email them to them (e.g. "Hello Joe"), keep the email short and n 'fun. Include only important information, make it easy to read and discuss, and highlight keywords or phrases as they will simply search. Include a link to your website, refer to the date you spoke on the phone (and thank them immediately), say any words you learned (e.g., recipient name, especially if the recipient gave you an email address but did not actually get to talk to the decision-maker), tell them you would like to follow up in a few weeks (assuming the conversation showed that this would be a good idea).
8) Follow up with another call
If leadership seems promising, make sure you follow through. And when you do, keep track of the date and date of the actual call, as well as the fact that you sent the email. Provide a quick summary of who you are and what you are doing, and state that you are just calling to make sure they have received the email. Most of the time, you will find a leader who will talk to you about your services, as long as you remind yourself of what you are doing!
9) Do not expect to make too many calls
On a really good day, I made 80 cold calls. Most days, however, you should be very happy to get an average of about 40. You will spend a lot of time playing the phone tag.
10) Do not leave a message
Unless you have to (or have recently donated), do not leave messages. Many people have trouble retrieving calls from people they know and love; returning calls from someone trying to sell him something is not at the top of his list of priorities.
11) Do not expect to qualify for more leadership
Depending on the nature of the business, if you get one good salary per day, you are probably doing very well.
12) Do not expect rapid conversion
Unfortunately, many clues take a long time to complete (up to 2 years). So you have to be patient.
We wish you good luck and a happy call!
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