“Jeffrey, come down to the office; there is a guy here who has cookies for you! They’re those Biscoff cookies, the ones that you like.”

How could I resist? I love those cookies.

When I got to my office, Bradford Coons was beaming from ear to ear. His ploy had worked. But in reality, he was not just giving me the cookies; he was representing the cookie company, Lotus Bakeries.

He demonstrated his special “100-cookie caddie box” door opener and went on to enthusiastically explain that this new product package was being designed for corporate America, and salespeople in particular. It could even be customized with the company logo or photograph.

At a very reasonable wholesale price, I quickly became interested in using the product myself.

Bradford Coons did not make a cold call; he made a strategic, targeted cold call. In fact, that day I was his only cold call. He was well prepared, got through to the decision maker, created engagement, made the sale and left smiling.

How targeted are your cold calls?

How strategic are your cold calls?

How pre-prepared are your cold calls?

How engaging are your cold calls?

And here’s the killer question: How successful are your cold calls?

HISTORY: If you know me and my sales philosophy, you also know that cold calling is at the very bottom of my list of methods for making sales connections and sales. Especially in these times, there are smarter, better ways of making a cold call.

There are 2.5 basic understandings of a cold call:

1. It is the lowest percentage sales call.

2. Rejection is likely.

2.5. Several rejections in a row can cause self-doubt and challenge your attitude.

Before you make any cold call, ask yourself these questions:

• What is your desired outcome of the call? Is it a sale? Is it an appointment?

• Who is the actual decision maker?

• Whom do I really ask for in order to get to the decision maker? (For years, I have recommended asking for someone in sales.)

• What is the one question or statement that might get me to the decision maker?

• What is the one engaging question I want to ask the decision maker?

• Do I have anything of value to offer besides my stuff?

• Do I have anything to show or say that’s fun?

• How will I engage the prospect?

• What’s my total plan to make the sale?

Keep these 3.5 major elements of the cold call process in mind:

1. In sales, it’s not whom you know; it’s who knows you. So the challenge of cold calling is to become known as a person of value.

2. Why would I want to meet with you? What are you offering me OTHER than your product or service that would create a desire to meet with you?

3. Can you pass the Google test? Could you leave a voicemail telling the prospect to Google you, and based on their findings, they would want to set an appointment with you?

3.5. Can you create a cold-call-close that will get the meeting or the appointment? “Mr. Jones, our product or service is a value fit for many people. If you grant me a short meeting and answer a few questions, if I think I can help you, I will tell you. If I don’t think I can help you, I’ll tell you that too. Is that fair enough?”

Cold calling isn’t easy, and it’s NOT cookie cutter, but when you are well prepared, your efforts can give lifelong rewards. Cold calls might not be a good place to make a sale, but they’re a great place to learn how to sell.

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by email at salesman@gitomer.com. © 2011 Jeffrey H. Gitomer