Marketing Advice
Cold calling for signage professionals
There are many proven ways to grow a business but none are as direct and impactful as cold calling. It may be perceived as a nerve-wracking tactic but as Colin Sinclair McDermott, The Online Print Coach, explains it could be the most important step you take to build your client base.
C
old calling is one of the most challenging aspects of sales, particularly
in the print industry. Many signage businesses struggle with
pushing themselves outside their comfort zones, yet stepping beyond these limits is essential for growth. A well-executed cold call can establish direct connections with key decision-makers and open the door to long-term client relationships. So, how can print professionals
become more comfortable and effective at cold calling? The key lies in preparation, persistence, and the right mindset.
Why cold calling matters Despite the rise of digital marketing, cold calling remains one of the most direct and effective ways to reach new clients. It provides an opportunity to introduce
your print services to businesses that may not have considered switching suppliers. A well-timed call can place you in front
of a potential customer just when they are re-evaluating their current supplier.
Overcoming fear and rejection Fear of rejection is one of the biggest barriers to successful cold calling. Even the most seasoned sales professionals feel nervous before picking up the phone. However, rejection is never personal –
it’s a numbers game. The more calls you make, the more chances you have to land a sale. When a prospect declines your services, it simply means they are not ready yet. Many successful sales originate from a ‘no’ that later turns into a ‘yes’. A great way to shift your mindset is to
view yourself as a problem solver rather than a salesperson. Instead of focusing on the sale, focus on understanding the prospect’s needs and providing a valuable solution. Doing this can make you an ally rather than an interruption.
The importance of research Before making a cold call, research your prospect. Understanding their business, challenges, and recent developments can give you an advantage. Check their website, LinkedIn activity, and any relevant industry news. This knowledge helps build rapport quickly and makes your call more engaging. For example, if you notice a company
has recently expanded or launched a new product, you can tailor your pitch to highlight how your print services can support their growth. Research-driven conversations are
more productive and demonstrate genuine interest.
Maximising call effectiveness Certain techniques can improve call performance. Standing or walking while talking can boost confidence and energy levels. Having a notepad handy ensures you capture important details. Avoid distractions, stay focused, and always maintain a positive tone – smiling while speaking can make a significant difference. Tracking your calls is also essential.
Measure how many calls result in quotes, meetings, and closed deals. Reverse engineer your goals: if you need two new
www.signupdate.co.uk
jobs per day and have a 40% conversion rate, you may need to make 10 calls daily. Tracking these numbers helps build a predictable sales pipeline.
Handling objections Objections are inevitable. Instead of fearing them, reframe them as opportunities. If a prospect says your services are too expensive, ask, ‘What budget were you expecting?’ They may have unrealistic expectations or misunderstand the value you provide. Follow-up is just as crucial as the
initial call. Many sales happen after multiple touchpoints. Keep in touch through LinkedIn, email, or periodic check-ins, ensuring you stay on their radar without being a nuisance. Persistence pays off – sometimes, a lead that initially says ‘no’ may turn into a loyal customer down the line. Cold calling requires practice, resilience,
and a strategic approach. By shifting your mindset, doing thorough research, and following a structured call format, you can turn cold calls into warm business opportunities. Stick with it, refine your process, and over time, you’ll build a strong, predictable sales pipeline that drives your signage business forward.
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