Cold calling is tough. You’re walking a tightrope. On the one hand, to be successful, you have to not take no for an answer… And that was tough twenty years ago, let alone in 2024! At the same time, you have to build rapport, but without being overly friendly. Etiquette is tough. No wonder people in the 18th century were so glum.
The initial approach sets the tone for the entire interaction, so begin with a polite introduction and a concise explanation of why you’re calling. You need to show respect for the prospect’s time. Think: “Hi, my name is XXXXX, and I’m calling from XYZ Inc. We can help you blah blah blah. Is that something you’d be interested in?”
“Etiquette” here also means being prepared for a negative response. Pushing past a “no” in a respectful way is about carefully listening and responding with understanding. So, if someone says they’re not interested, try to gently dig a little deeper by asking if they can share what specifically is holding them back. This can open the door to address their concerns directly. You can then offer more information or a fresh perspective they might not have considered, which could change their mind.
