I did a little bit of cold calling when I was running a start-up. It's supposed to be really intimidating, and I have to say that before each call, I'd take a few minutes to warm myself up and think 'the worst they can do is say no'.
However, I went into EVERY call, knowing the person I was calling. I'd research via LinkedIn, and find out everything I could about that person, and the business.
I was amazed at how many times I'd contact somebody and they'd already heard of my business, and were keen to do business with me.
At the same time, more often than not, things didn't work out. But as some have said the key is to know what you're selling, and you're not selling your product, you're selling what your product can do for them. Make sure you're able to speak to that.
"I thought it would be great if you guys had x,y,z and could do a,b,c for your customers. It would ease problem a for you, and I'd estimate, based on what I know of your company, increased revenues of y".
Make it easy for them, hand them your business on a silver platter. Like I said, most times you won't get the sale, but you'll make more contacts in the industry, they may recommend you to other potential partners, or who knows.
Don't think "I'm going to sell them", think "I'm going to help them".
^ This here is the best advice for non-sales folks doing sales call. This man did a lot of reading on sales.
You basically have change your mindset about it. You are not selling things to them (and no money is even exchange on the first call either), you are trying to help them.
-- No one likes to be sold to. Stop selling. Also don't think of it as cold-call.
Think of yourself as a consultant.
Think of yourself as a student.
A student in business class, writing a report and researching a company. Find out their current news about their business, and recent trends affecting their industry. Now, can your product fill to relieve some of the workflow they have according to your research.
If so, the client will open up to you. At the end of the day, that client, that manager just wants to get their work done better. If your product does that, and you found out that recent issue, your product can help with. You got a good consulting gig starting to happen.
Once you have your report, write a cold email instead.
However, I went into EVERY call, knowing the person I was calling. I'd research via LinkedIn, and find out everything I could about that person, and the business.
I was amazed at how many times I'd contact somebody and they'd already heard of my business, and were keen to do business with me. At the same time, more often than not, things didn't work out. But as some have said the key is to know what you're selling, and you're not selling your product, you're selling what your product can do for them. Make sure you're able to speak to that. "I thought it would be great if you guys had x,y,z and could do a,b,c for your customers. It would ease problem a for you, and I'd estimate, based on what I know of your company, increased revenues of y".
Make it easy for them, hand them your business on a silver platter. Like I said, most times you won't get the sale, but you'll make more contacts in the industry, they may recommend you to other potential partners, or who knows.
Don't think "I'm going to sell them", think "I'm going to help them".