Why do businesses make cold calls to potential clients? Why do some people interact with cold calls and others won’t? Cold calling can be an awkward experience from both sides, whether in person or by telephone. Why is it even done? I believe it goes back to our childhood. Doesn’t every parent teach that if you don’t ask, you can’t know the answer? We want our children to have what they want, but first they must tell us what that is, right? A business cold call is just a way of asking you if you have everything you need. If the answer is no, then perhaps the calling company can help fix that. You good? Yes? Great! We will check back later. You good? No? Then perhaps we should get together.
Possibly after several calls, the owner agrees to meet. The potential new supplier prepares for this meeting and he learns all he can about the business. He spends time comparing his goods and/or services to what he learns about the business. He strategizes how his business can help his potential new client. Fast forward to the first sit-down meeting. “I’m happy to meet you. I’ve been learning about your business. How are things going for you?” “Things are fine,” answers the business owner. Let’s stop right there. If things are fine, why did you take the meeting? If you are having problems you can’t explain or fix yourself, that’s probably why I am sitting in front of you now. I’d so much rather hear “Things are weird,” or “I’m not sure but we may have issues here,” than “Gee, everything is great.” Just. Be. Honest. “I don’t know (if things are fine)” opens the door for me to help you.
Jason Newburg, 260.243.5100, ext 2101, is the founder and owner of Aptica LLC. This IT management and support company has been serving small to medium-sized businesses for 19 years in the region that includes Angola, South Bend, and Fort Wayne, IN, Battle Creek, MI, and Toledo OH.