There are two parts to today’s entry:

The first concerns the structure of a cold call when dealing with a person that picks up the phone at the company you dial.

The second concerns the structure of a cold call when dealing with a decision maker.

1. You’re on the phone. In the next 20 seconds you’ll deliver words that will influence the person at the other end of the line to either continue talking with you or get rid of you. Therefore, what you say has to be brief and to the point. How do you get it right?

One way is to ask them if what you’re saying sounds reasonable or fair. If it doesn’t, people will tell you and ask you to explain your purpose in terms they understand.

The good part: You get to refine what you’re doing whilst thinking on your feet.
The bad part: You risk frustrating or alienating people that could prove to be useful allies later.
Help them to help you. You’ll only do this if you remain consistently clear and specific.

2a: If you know the name of the person you’re contacting, it’s easier

- Good morning, XX company, Bob speaking.

- Good morning, Bob. Mr. Jones please.

- Will he know what this is about? / Does he know you? / Is he expecting your call?

- I see Bob, why it that important?

- I can’t put you through if he doesn’t know who it is / what it’s about

- Tell him it’s Shaun from (you can use geography before company name). I’ve a question for him to determine if we’ve anything business related to discuss. If he says we’ve nothing to discuss, I close the file on [COMPANY]. If he decides we speak further, we’ll schedule time to do so. I don’t suppose that sounds reasonable though, does it?

2b: If you DON’T know the name of the person you need to contact:

- Good morning, XX company, Bob speaking.

- Good morning, Bob, I wonder if you’re able to help me. I’ve a question for the person that looks after [department / area of influence] I don’t suppose you’d put me through, would you?

- It depends. What is it about?

- It’s just to establish quickly whether we’ve anything business related to discuss. Either they’ll tell me we’ve nothing to discuss and I’ll close the file on [COMPANY], or they’ll decide we should speak further and schedule time to do so. Does that sound unreasonable?

What you’re asking should, by most people’s definition, be fair and reasonable. If someone tells you otherwise, don’t be afraid to ask “why?”. After all, if it’s going to be difficult to make a polite request now, do you want the hassle of dealing with this company in the future? To put things into perspective: You’re on the phone asking a question, not in their reception area planting a bomb!

If they probe further: “What exactly does your company do?” you need to be to the point:

- “We resolve different issues for lots of different companies. You probably don’t have any, but the point here is to respect people’s time rather than waste it. Would you put me through please?”

If they don’t put you through, don’t sweat it. It’s not worth getting into a fight. You can always elect to speak to another member of staff at that company later, and don’t forget, they’re not the only company you might be interested in speaking with. You might like to do business with them, but you don’t need to do business with them.

If you’re having issues remaining confident during a long day of calling, don’t worry: You’re not alone and it’s always possible to get help to become better and more confident. Call 0044 208 133 0702 or email shaun@phoneforbusiness.com

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