As a trainer I get these questions all the time: How do I make a cold call? Should I be making cold calls in the first place? Do cold calls work?

I must be honest–I hate ’em. But if you must make cold calls here are some tips I gave to a client last week as he posed the questions above.

[Head Right]. My fave author, Stuart Wilde, says, “expect nothing. Then you’ll never be disappointed.” Cold calls are no exception. Occasionally, I’ll be driving by a new business and I’ll pick up the phone to talk to the CEO, just to keep my skills sharp. My odds grow with my detachment. I have absolutely no expectation of him picking up the phone or inviting me in. When I’m detached I come across differently–and more inviting. Strange paradox isn’t it? Like a friend says, “the best time to get new business is when you don’t need it.”

[Techinque Right].  Be vulnerable. Don’t be so buttoned up. Tell the truth. It’ll set you free. Say, “John, this is a long shot (it is). I saw your name on a list (if you did) and wondered if I should even call you (you probably had this thought). I have no idea if what I do would have any value to you (you don’t at this point so why assume?). Rather than assume it did or didn’t, I thought I’d call you, tell you the kinds of problems we solve and then you tell me if we should talk (pretty vulnerable, isn’t it?).”

[Intent Right]. Your intent on these is to do one thing and one thing only–determine if it makes any sense to talk further. That’s it. It is not to impress him or get him to ask you over. Keep your itent true and you’ll be more attractive if you must make these calls.

If you’re a sales manager overseeing a team making cold calls–and their performance is awful–then check out their intent. If it’s about “getting appointments” or “pleasing the manager” it won’t work.

Better than cold calls…

Even better for your new business development is a good ‘referral program.’ Begin thinking leverage–how do I use my current clients and associates as a sales force? How can I help them refer me to other prospects or other referral partners? Asking those questions–and coming up with answers–will make cold calling irrelevant. But if you must…there you have it….