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  Introduction: How to Build a Business Through Telephone Cold Calling

  I was like most new business owners when I started my company. I had brand new letterhead, an idea, a logo, and just one customer.

  I did not have a network to refer me business, nor did I have a website.

  I remember thinking, "I better do something fast, or I will never get my business off the ground."

  So, I started the old fashioned way. I got a calling list and a telephone. Then, I spent hours making lots and lots of telephone calls.

  It worked!

  Within months, I had clients across the country and two new assistants to help me with the work.

  Since then, I have built an entire business making business to business (B2B) cold calls for other companies. This booklet will present all the basics to determine whether cold calling is for you and if it will help you plan a successful campaign.

  What this booklet will address:

  1. Why firms avoid cold calling – and tools to put in place to overcome avoidance.
  2. The immense benefits of B2B telephone cold calling.
  3. Components critical to designing the right campaign.
  4. Hiring an excellent cold calling team.
  5. Writing a winning script.
  6. Setting your expectations, and knowing what return to anticipate.
  7. Answering the question of whether to create an internal operation or outsource your cold calling.
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  B2B Cold Calling: Perceived and Real Barriers to Success

  Business to Business (B2B) cold calling is one of the most versatile and effective sources of acquiring prospective business clients, and can produce financial results for almost any firm.

  Typically B2B cold calling is used to set appointments or drive prospects to a webinar. Many firms refer to it as "lead generation," "lead gen," or "appointment generation." But the entire process starts with the basic cold call.

  Before you go ahead and launch a cold calling program, however, consider these perceived and real barriers to success.

  Perceived Barriers

  #1: Cold calling is just like consumer telemarketing. Equating B2B cold calling with consumer telemarketing, many managers and cold callers themselves project their own feelings onto their prospects. Their dislike and fear of interrupting or annoying prospects overwhelms them.

  Let me tell you, if you truly believe your calls are negative interruptions, you will never be successful. Your callers will not have confidence and your prospects will not respect them.

  I personally regard cold calling as an opportunity to present information to individuals who otherwise would not have access to it, and to provide real solutions to actual business challenges. That’s the belief system successful callers have when they make cold calls. Prospects can hear it in their voices and respond positively.
• About the Author
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  Valerie earned her BA from the University of Pennsylvania and her MBA from the Wharton School. Formerly a consultant with KPMG Consulting and Pricewaterhouse-Coopers Consulting, Valerie started her career in marketing management positions at American Express, Travelers and CIGNA. Valerie’s focus area is in direct marketing including call centers’ roles to support marketing campaigns, direct response ads and strategy development. Valerie founded Valerie Schlitt Associates, Inc. in 2001 and brings her bottom-line focus to the firm, where the goal is to achieve financial results for clients.

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