The same could be said of cold calling.  How often do we go through the motions not truly being present in the moment in order to reap the potential benefit of achieving increased revenue?  Making a cold call or sales call is one thing – making a cold call or sales call and being present to win is another.  The first scenario could simply be going through the motions – the second scenario is investing in the outcome. 

We need to be present to win in everything we do, particularly in cold calling and sales.  We have to focus on the task at hand, cold calling, and focus all of our energies in reaping the potential benefit, increased revenue.  Cold calling could be deemed a tedious task, one which doesn’t require strategy or focus.  However, it is the opposite that is true.  Cold calling is exciting – each call is different and each call requires that we be present in the moment.  We must be present while cold calling to fully focus our energies on the ultimate outcome that we are striving to achieve.  While cold calling, we must listen intently, respond appropriately, engage the prospect continually – all with the ultimate outcome in mind.  We must be present while cold calling to win the business. 

Put a raffle ticket in front of you – tape it on your monitor or your phone.  It will serve as a constant reminder that you must be present to win.  Stay focused, be driven, have high energy, stay positive – all of these attributes will help you be present in the moment while cold calling.  Each cold call is an opportunity to win – whether immediately as closed business or in the future as an opportunity in your pipeline. 

So you might be wondering whether I won the prize that I held the raffle ticket for.  Well, the answer is… does it really matter?  The reason it doesn’t matter was that I was present to win.  My focus was to win regardless of the outcome.  And if I didn’t win that time I’ll win the next time because my goal is always to be present so that I CAN win. 

Successful cold calling requires practice.  Athletes practice every day without fail.  Tiger Woods practices his swing even though he’s well known for the success he has achieved in the world of golf.  Cold calling requires practicing the skills necessary to get through the gate keeper, engage the prospect in a conversation and qualify the opportunity.

Cold calling requires repetition of the skills necessary to achieve success.  Michael Jordan practices his shot although he has long been known for his skill in the world of basketball. 

These athletes have realized spectacular achievements.  However, those achievements were preceded by unspectacular preparation.  The same holds true in preparing for successful cold calling.  There were no fans cheering when Tiger practiced his swing or Michael practiced his shot.  These two athletes are focused on their game and on winning and understand that, in order to achieve those goals, they must practice and prepare.

Cold calling is considered by many to be unspectacular.  Most sales people don’t want to do it and many even fear picking up the phone to make a cold call.  However, cold calling, when done correctly is an art – an art that is perfected by preparation.  A successful cold call is a spectacular achievement – one that requires unspectacular preparation.

Every business has core functions and non-core functions.  Core function means that there are specialists on staff who are dedicated to that task.  Non-core function usually means that many people are involved but no one is ultimately responsible.  Lead generation is typically a non-core function for most businesses. 

How do most companies do lead generation?  Typically lead generation is done during down times, when sales have taken a dip or when the pipeline dries up.  In reality, lead generation should be a continuous function to ensure that none of these drops in revenue occur. 

Outsourcing the lead generation function makes dollars and sense.  It makes dollars because lead generation increases your pipeline of opportunities and, ultimately, bottom line revenue.  It makes sense because lead generation is the outsourced firm’s core business – their area of expertise.  

Lead generation is not mass marketing.  It is an effort drawn from clear and concise planning.  Lead generation is an effort targeted to a select few.  It is an effort that must be ongoing in order to ensure continued success.  Companies that invest the funds in lead generation are those that continually have a pipeline of opportunities, generate increased revenue year after year and experience less economic fluctuation due to swings in the marketplace.  This is because they are in control of their flow of leads.  

Don’t want until sales are down to do lead generation.  Don’t wait until October to evaluate your bottom line revenue for the year.  Don’t wait until your pipeline of opportunities dries up.  Begin investing in lead generation before any of these things occur – because, inevitably, they will. 

Doing lead generation in house is usually reactive.  Outsourcing lead generation is proactive.  The following quote says it all “Being proactive means being reactive – ahead of time”.

A recent article in Business Week, titled “Is Cold Calling Really Dead?” highlighted a study by the Wellesley Hills Group in Framingham, Mass., that suggests otherwise. The companies that were surveyed reported top ways they generate new leads: 22 percent – referrals from clients or partners; 16 percent – general referrals; and 13 percent – cold calling. The results suggest that, after referrals, cold calling represents the second-best method for generating new business. Whether you call it cold calling, prospecting or appointment setting, successful salespeople must connect with customers who need and want their product but just don’t know it yet. In other words, successful salespeople do not sit back and wait for orders to come in – they are out there cold calling and hunting for the next opportunity.

There is no better way to proactively control your destiny than to make effective cold calls. Statistics tell us that 13% of business is typically generated this way. So it goes without saying that, if your company is not cold calling and prospecting, you are losing an additional 13% of revenue each and every year. How many salespeople would pass up the opportunity to increase their income by 13%? How many businesses are not interested in increasing their bottom line revenue by 13%?

Is cold calling challenging? Well, of course it is. Everything that is worthwhile has some level of challenge associated with it. Everyone has voice mail, most decision makers have assistants… it’s easy to identify obstacles to cold calling activities that we prefer not to do. It’s much easier to blame those roadblocks than to uncover ways to break through them. Inertia or momentum? The choice for most salespeople is easy – momentum! Momentum requires drive, ambition, activity and force – the ultimate result is that you move forward. And this is what drives salespeople – the opportunity to develop goals and achieve objectives.

No one questions the fact that email and the internet has changed the way salespeople connect with potential customers. Buyers are more educated and much savvier. Before the internet, customers relied on salespeople for information and, because of this, sellers had more power. Now, customers are capable of finding information online which makes the process of establishing a relationship with them much difficult. These changes in the market create more urgency for effective cold calling.

However, given all those facts, the truth remains that people still buy from people. The key to successful cold calling is to be prepared – know who you are calling, know what you are going to say, anticipate their response. “Prepare, prepare, prepare” – these are the three rules of sales just like “location, location, location” are the three rules of real estate.

Sure, it’s much easier to have a warm lead – a referral, an internet request, etc. And those leads are critical to any business. But what about the other 13%? The ultimate question is – how many opportunities are left to your competitors each and every year? Because if you are not cold calling you can be sure that your competition is.

Remember, salespeople are critical to companies because they sell – they don’t simply take orders. Order takers are easily replaced – effective salespeople are irreplaceable. The official definition of salesperson is “a person who sells goods, services, etc.” And the word “sells” is a verb – it indicates action. Waiting for a call to come in via a referral or internet lead is reacting to something… going out there and finding business is acting on opportunities. Cold calling is the most effective way you can be proactive in growing your business.

So, the ultimate question is… do you sit back and wait or do you sit up and take action?

The issue of lead generation is becoming the number one shortcoming for organizations within the “Tip of the Spear” of their sales process. It typically boils down to their ability to influence within the front end of the sales process. When the economy is down, revenues are down – which means budgets are tight. A tight budget essentially means that there is no room for error in any decision that is made. Ultimately, lead generation is less effective and bottom line revenue decreases over time.

Every business owner agrees that the current environment is competitive for lead generation. However, they continue to task their present sales force with the responsibility of navigating through that competition to generate leads and increase sales. It is critical to evaluate the lead generation skill set of your task force – in better economic times they may have been adequate; however, today, they most likely need specific skill sets for each step of the sales process – one being lead generation.

What may have been adequate in better economic times is inadequate today. Lead generation requires a unique skill set and demeanor – quite different from the skill set required of an outside sales representative. Today companies are looking to lead generation firms who provide this specific function instead of tasking their current outside sales force – this allows them the opportunity to focus on their core purpose.

Across the country this competitive lead generation environment in terms of level of difficulty within the “Tip of the Spear” is at an all time high. The lead generation skill set needed to navigate that environment is at an all time low. Companies that do not recognize that a paradigm shift is needed in regards to their lead generation and sales approach will not be able to stay ahead of their competition. Lead generation is critical to the success of any business today and will continue to be critical to their growth in the future.

As a telemarketing services organization we are often asked the question “How do you develop a customized database of targeted prospects?” This is the foundation of any successful telemarketing campaign. This critical step must be performed successfully in order to ensure the results you are striving for.

We develop our client’s database contingent on the parameters that are established during our discovery process. As a successful telemarketing services organization, we have identified the steps necessary in order to successfully acquire this information.

As a telemarketing services company, we begin by identifying your target prospects as well as the industry verticals that you have achieved success in. Some of our partners will provide us with a “hit list” of companies that they would like to target. However, more often than not, our clients simply are unsure of what qualities a target prospect should have. It is our objective to dig deep and uncover what a targeted prospect looks like for our partner’s firm.

It is crucial to first review a list of successful clients and identify what factors they have in common. Is it a particular industry? Is it a particular geographic area? Is it a particular SIC code? These are just a few of the questions we must answer before beginning a successful telemarketing services campaign.

After identifying some common denominators for the telemarketing services campaign, we develop the database using parameters of like companies. Some of the identifiers include type of industry, geographical area, size of company (revenue or employee count), SIC code, etc. This information is captured and entered into our CRM system. The data includes all key contacts within the organization.

Each database is customized the meet the needs of that particular client. The ultimate goal in any telemarketing services campaign is to help our clients grow their business. Our business is increasing our client’s business.

Cold calling should have one main objective – to set an appointment. From the moment you pick up the phone to the end of the conversation, you must stick with that single objective while cold calling. Cold calling requires planning and strategy. Successful cold calling requires planning, strategy, understanding of the prospect’s business and focusing on the end result, which is an appointment. Sales, specifically those that are solution based or consultative in nature, are made in person and not on a cold call. The purpose of a cold call is simply to introduce your service or product, determine the level of interest or need, qualify the prospect and set an appointment.

Cold calling continues to be one of the most effective ways to grow your business. It is important to remember the postage stamp – its success depends on the ability to stick to the envelope until it arrives at the destination. The same holds true for cold calling – your success depends on your ability to stick to the main objective until you achieve that goal. The goal is the appointment. Cold calling is designed to identify the right decision maker, ensure that there is an interest or need for your product or service and ensure that the prospect is qualified. Once you have achieved these steps, setting the appointment is the ultimate goal.

The next time you pick up the phone to make a cold call, take a moment to think about the postage stamp. Your success in cold calling depends on your ability to stick to one thing until you get there – focus on the ultimate goal and set the appointment so that you can, ultimately, get in front of the prospect and close the sale.

It is much easier for salespeople to sit back and wait for opportunities than to perform lead generation functions. Ralph Marston said “Don’t lower your expectations to meet your performance. Raise your level of performance to meet your expectations.” In order to reach and surpass revenue goals, sales people must raise their level of performance. They must actively perform lead generation efforts on a daily basis in order to achieve their goals.

What exactly is lead generation? Lead generation is the process by which a company finds prospective customers for its product or service offerings. Targeted lead generation methods are usually the most cost effective because prospects have been pre-qualified, therefore, the likelihood of a lead converting into a sale is greater.

A business has two options when it comes to lead generation. Their salespeople can be responsible for this function or they can outsource their lead generation efforts to a firm that specializes in identifying qualified opportunities with targeted prospects. A salesperson’s time is often better utilized presenting the service or product to a qualified prospect than in making the approximately one hundred calls necessary to find a qualified prospect. A firm should approach their lead generation efforts much the same way as they would any other advertising endeavor – setting aside an ongoing budget and dedicating the time and resources necessary to ensure that the identified lead generation opportunities are followed up on.

A good lead generation program is critical to the financial success of any company. Lead generation is an essential element in building business today – it is the foundation for future and sustainable growth. Not every lead generation program is equal in quality or results. The person or firm responsible for this crucial lead generation effort must understand the offering, your firm’s branding and messaging, the targeted audience and how to qualify and opportunity. Lead generation is a labor intensive effort requiring the dedication of time and resources – much as any effective marketing or advertising program. When the appropriate resources are dedicated, lead generation efforts will take your sales to the next level.

How do we determine the value of time a sales person in order to determine if they should be doing their own appointment setting? Let’s assume your sales rep has a quota of $2 million dollars in sales. Assuming 260 work days in a year – that $2 million quota equates to $8,000 per day or $1,000 per hour.

So should a sales person be doing their own appointment setting or focusing on creating partnerships and closing sales? Let’s look at what the average sales person must do each day. Many corporations empower their sales people with building their line of business – including cold calling, appointment setting, prospecting, developing a pipeline of opportunities and closing business.

An important question to ask is… should a sales rep whose time is valued at $1,000 per hour be cold calling, appointment setting and prospecting? Or should that function be outsourced to an organization whose core business, appointment setting, is doing that each and every day – at a higher level of effectiveness, with a higher level of predictability and at a much lower rate.

Now you are not paying your sales people $1,000 an hour; however, that is the amount of business they should be closing each hour. Should they be cold calling and appointment setting or should they be closing business? Should they be making the 100 calls to uncover an opportunity or should they be focusing only on opportunities to close business?

The bottom line is, a person who is accountable for generating $1,000 of revenue, on average, per hour should be allowed to do what they do best – close business. They should not be cold calling and appointment setting – they should be in front of your prospect, developing relationships and generating revenue. Appointment setting does not generate revenue – instead it generates a pipeline of opportunities.

Now that you’ve done the math, what do you want your top sales people doing on a daily basis? Do you want them cold calling and appointment setting to uncover opportunities or do you want them in front of prospects closing deals?

Inside sales is about practicing perfect. This means that the individual handling the inside sales effort must plan what they are going to say, practice the presentation and deliver a meaningful and engaging message. Prospects are only interested in how a service or product will benefit them or their business – it is the responsibility of the professional managing the inside sales process to ensure that the message is perfected prior to the delivery.

The art of inside sales is one that must be practiced daily – just as an athlete practices their skill, an inside salesperson must practice their craft. A successful inside sales person knows what they are going to say prior to the prospect answering their call. While every conversation is different, the introduction throughout the inside sales presentation should remain the same. One of the main purposes of inside sales is to deliver a consistent presentation – one that matches the branding and messaging of the firm he or she represents.

An inside sales person must be prepared. Their confidence is dependent on that preparation. And their success is dependent on that preparation. Once the introduction has been delivered to the prospect, the inside sales person needs to be prepared for any number of responses. Regardless of the prospect’s response, the objective for the inside sales person doesn’t falter. The ultimate objective of the inside sales department, in high level consultative selling, is to achieve a face to face meeting in order to present the product or service and the value it represents to the prospect. While it is important to respond to the prospect, answering their questions and concerns and further exploring their interest and needs, the ultimate goal of the inside sales professional should always be the same – an appointment.

Inside sales can only be done successfully if one has prepared for that success. The inside sales professional must know what they are going to say, be prepared for any response and focus on the ultimate objective of the inside sales call.