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6 Ways to Make Smarter Cold Calls

Cold calling takes time and effort, so you want to be certain that both are spent wisely.  Here are six cold-calling suggestions based on a conversation with Tom Black, author of The Boxcar Millionaire.

1. Focus on the purpose

The purpose of a cold call is to make an appointment for a longer conversation, either in person or on the telephone.  Don't try to sell or close the deal, just close on the next step--the prospect's commitment to spend a few minutes with you.

2. Use a brief sales script

You've got about ten seconds--that's about two sentences--to prove that you're worth the prospect's time and attention.  More than that and the prospect will hang up, or say anything to get you off the line. 

3. Only call decision-makers

Because you have a limited amount of time to sell each day, don't waste it calling upon people who don't have the authority to purchase. If you find that you can only get access to a gatekeeper, you're better off moving to the next prospect.

4. Only call potentially big buyers

It often takes more time to make a small sale to a small customer than it does to make a big sale to a big customer. If your research indicates a prospect doesn't have much money to spend, don't waste your time calling.

* We would like to note that this depends on your industry. At NCC we work one-on-one with agents in the senior insurance industry so there is no such thing as a "big buyer" or a "small buyer." We value both agencies and agents with equal respect and service.

5. Call more referral accounts

Prospects are more likely to make an appointment if you've been recommended by somebody that the prospect already knows and trusts.  Referrals are also much easier to close. 

*Word of mouth is an incredibly powerful tool that can boost your business. Make sure you provide excellent service after the sale to encourage clients to refer you.

6. Agree to a time that works for the prospect

When you make an appointment, agree to whatever time is convenient for the prospect.  Once the appointment is in the prospect's calendar, you can later request that the appointment be moved to be more convenient for you.

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About National Contracting Center

NCC is a leading senior insurance marketing firm (FMO) specializing in Medicare Advantage, Medicare Supplements, and Final Expense products for independent agents. NCC partners with you to provide support, training, and concierge service for all your insurance needs.

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