Making Cold Calling More Productive

Love it or hate it, one thing is clear: stick with it long enough, and cold calling will generate leads.

And what could be easier? All you need is a phone, a list, and a little time. Moderately thick skin won’t hurt, either.

The process itself is fairly straightforward:

  1. Assemble a list of prospects who meet your target demographic
  2. Pick up the phone and dial
  3. Recite your script
  4. Schedule follow-up appointments
  5. Wash, rinse and repeat until your schedule is full

And here’s one surefire way to improve the odds in your favor: keep track of your efforts.

Keeping track means more than tallying the number of calls you’ve made and appointments scheduled. Your goal is to identify:

  • the best day(s) of the week to make your calls.
  • the best time of day
  • the most effective script

Over time, as patterns emerge, you can tailor your scripts and schedule to make calls when they’re most likely to produce optimum results.

While you could log your efforts using pencil and paper, a spreadsheet will probably enable you to crunch the numbers faster. But wouldn’t it be nice to standardize and automate the process even more? That’s why recently, I’ve begun writing a desktop application that integrates directly with our PBX.

Here’s a screenshot of what the main form looks like …

For me, this application offers even more time-saving advantages. First, it automatically dials the numbers, so I don’t waste time punching out individual digits on my phone’s keypad. Secondly, it logs the call date, time and duration (see them at the bottom of the form?). So it’s impossible for me to forget to log my calls. Most importantly, I can run SQL queries against the data I’ve captured, to generate reports and graphs that spell out what’s working, and what isn’t.

So what do you think? What features would make this application even more useful?

I’d welcome your feedback about this application.

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