There are many cold calling tips available to sales people today, but cold calling in today’s economy requires a lot more calls and more emphasis on the benefit statement provided during that call.

Naturally cold calling requires you to identify yourself my name and organization, and that is where it stops being about you!

Too many cold callers babble on about their organization, it’s products or services and that in itself is not engaging. If you do not immediately engage the receiver of the call, they will not want you wasting their time.

In today’s economy a cold caller needs to engage the receiver of the call. The best way to engage the receiver of the call is first through stating a major benefit statement. Basically, what are the benefits to the receiver of your call in terms of saving money, increasing performance, exposure, their bottom line and so on?

A major benefit statement in cold calling is used to get their attention before requesting permission to carry on. It should capture their attention, without revealing what or how your products or services will do it.

When it comes to cold calling the major benefit statement is your door opener. So, your major benefit statement can be measured. If it is not opening doors for you, in the sense of getting permission to carry on with your call, it is not working and you need to change it. However, a good benefit statement will get you permission to move forward.

Here is an example. Hello, my name is… and I am with… We work with organizations like yours to increase the performance of your sales people while contributing to your bottom line. Is this a good time to talk?

Let’s take a look at this. We work with organizations like yours gives them the feeling they are not alone, part of a bigger picture and gives you the credibility that you have already proven yourself.

The benefits are increase performance and contribute to their bottom line. Who would not want that, even though it is vague? But do note, it doesn’t explain how. It is a tease. Just enough of a tease to get permission.

Is this a good time to talk? That is seeking permission to proceed. Now, one of two things can happen here when cold calling. One, it is really not a good time, or your benefit statement is weak and the answer you get is No. When you get a no, ask, when it would be a good time to call back, and call back at that time.

However, with a strong benefit statement, and cold calling at the right time, the answer would normally be yes, giving you permission to proceed to outline the objectives of the call and to qualify the client.

Cold calling in today’s economy requires you to immediately capture the receiver’s attention through a major benefit statement. One that will get you the permission to carry on with the call.

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