Close Close
Popular Financial Topics Discover relevant content from across the suite of ALM legal publications From the Industry More content from ThinkAdvisor and select sponsors Investment Advisor Issue Gallery Read digital editions of Investment Advisor Magazine Tax Facts Get clear, current, and reliable answers to pressing tax questions
Luminaries Awards

Life Health > Life Insurance

What’s your cold calling focus?

Your article was successfully shared with the contacts you provided.

I recently came across a strategy for improving cold calling results. It’s a surprisingly simple yet effective concept. I shared it with a colleague, who has worked with telephone sales reps for more than 20 years, and he confirmed its effectiveness.

Here it is: Focus your calls during any given time period on one vertical. Rather than making several dozen calls in one morning to a range of prospects, concentrate your efforts on one type of prospect (or vertical). There are multiple benefits to this approach:

1.  You can fine tune your message so it will resonate with your prospects.

2.  Your message will get stronger the more you deploy it.

3.  You will hear the same types of objections, which will make you better at responding to them.

4.  You will be able to give more relevant examples of the results your solutions have achieved.

Most salespeople make calls to a wide range of prospects every day. This means they have to adapt their message to each prospect. When you call prospects within the same niche or industry, however, you can use the same approach, stories and examples. Plus, it puts you in the zone and gives you the opportunity to speak to the specific challenges your prospects’ face.

If you plan to make cold calls this week, group them so that you call similar prospects during the same time period. I am confident you will see better results.

Sign up for The Lead and get a new tip in your inbox every day! More tips:

Kelley Robertson helps sales professionals master their sales conversations so they can win more business at higher profits. Get a free copy of “100 Ways to Increase Your Sales” and “Sales Blunders That Cost You Money” at


© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.