Cold calls shouldn't be blind calls.

Cold calling is one of the most traditional sales techniques and although there are professionals that consider it to be a waste of time, there are also businesses that make a living of this practice.

In today's competitive environment traditional cold calling is no longer effective for various reasons. At best, it has become an annoyance as we get bombarded with sales pitches via e-mail, direct mail, instant messaging , phone calls and others. It also requires potential customers to give away one of the most precious resources in modern business life, their time. Unsolicited calls have become an unwanted nuisance on busy people.

However, the main problem with cold calling is that salespersons often fail to avoid making blind calls instead of cold calls failing to perform the minimum research and preparation required for the call to succeed.

"If your cold calls aren't working, you might be reaching the wrong person with the wrong message"

The right path to cold calling must always start with research and education about the potential customer. Every detail is important: history, business background, memberships and affiliations, awards, education and others. Use this information to create a profile of the customer and define a clear picture of who are we dealing with. Most importantly, answer yourself this question: "What value can I deliver to this person?"

Warming up the customer is the next step. Sending an e-mail or a marketing document such a catalog before the call is a way to ease the communication with the target customer. If opting for a letter or note, this has to be personalized and tailored for that particular customer. Keep it simple and to the point outlining what you or your firm have to offer.

The call has to be simple and brief. The sales pitch has to be precise and should contain the value proposition for that particular customer. Answering what value can we offer to the potential customer is crucial to execute and design a successful sales pitch.

Many experts agree, the process is not over with the call even if it was successful. After-Sale service is important and it is the opportunity to develop a relationship with the customer that will last longer and could transform it from a one-time deal user to a regular consumer. The After-Sale can be provided with a second call, a letter or e-mail or even a visit. The main objective is to effectively start building a solid commercial relationship.

Don't blind call anymore. Prepare, research and profile better. Then, cold call effectively.