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Education

StreetSmarts SM

Learn. Connect. Engage.
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With Natasa Cvijanovic
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Cold calling is a contact sport

By Natasa Cvijanovic What makes me laugh now was not amusing at the time.
Tesla Payments You're probably wondering why I'm admitting this. And
the answer is simple: regardless of the outcome, every cold
ecently, I spoke with a new sales representa- call is a learning experience and therefore beneficial to
tive about merchant prospecting. The subject you. Nobody is born a merchant level salesperson (MLS)
of cold calling inevitably came up, and this expert; we learn as we go, we move on, and it is perfectly
R person was explaining to me that cold calling acceptable to laugh at yourself.
is no longer effective. Because I enjoy a good challenge, I Remember, timing is everything
asked him to explain his reasoning and walk me through
his cold calling strategy. When you make cold calls, timing can be just as important
as what you say. This is a common piece of advice, but
As soon as we began dissecting his cold calling strategy it's critical. For example, calling a potential merchant on a
and retracing his steps, I realized why he was unsuccessful Friday afternoon or Monday morning is not a good idea.
with cold calling and was able to assist him. If done You are doomed to failure if you attempt cold calling on
correctly, cold calling remains an effective strategy. either of those days. Wednesday or Thursday mornings or
However, if you repeatedly make the same mistakes, your afternoons are the best times to contact prospects.
success will be limited.
Start with the right tone
Learn from every cold call
Having to make a cold call can intimidate even the most
Do you remember your first cold call? I will never forget seasoned salesperson, but your tone of voice makes a
mine, no matter how hard I try—and believe me, I try. It difference. If you call on me as a merchant and say all
was daunting. I was at the merchant location in person. To the right things, but your voice sounds nervous, flat,
say I was nervous would be a gross understatement. My unenthusiastic and uninterested, I will not pay attention
hands were sweaty, my heart was racing, I was stumbling to you.
over my words. I don't believe I've ever spoken faster, and
I'm not even sure I mentioned any important points. Please avoid droning in a monotone, and project a strong
sense of confidence when speaking. Even on a cold call,
I was talking myself into a panic attack. It was the epitome excitement is contagious. That being said, I understand
of epic failures and the worst sales pitch in the history of how difficult it is to maintain enthusiasm and a positive
mankind (it felt like it anyway). I wish I could tell you that attitude throughout the day, call after call.
the story ended happily ever after and that the prospect
is one of my most loyal customers, but that is simply not Still, your tone should be confident and friendly, assertive
the case. I'm pretty sure my visit to their business inspired but not too pushy. It will take some time, but you'll learn
their non-solicitation signs. how to strike the right balance with practice.
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