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~Guide to Cold Calling~

There are two main ways to approach an organization for exchange products. The first is
called `cold calling and the second is `warm calling. This guide focuses on cold calling.

What is cold calling?
Cold calling is contacting an organization unfamiliar with AIESEC and asking for a
meeting to sell TNs. Contacts for cold calls are generated
through identifying companies in specific market
segments AIESEC wants to target. Cold calling is one
approach to generating leads in your sales pipeline.

What is warm calling?
A warm call is a phone call made to a lead- an
organization that is already familiar with AIESEC or one
that you have been referred to by an
individual/organization known to the target recipient of
the call. For example, approaching a TN for a re-raise is
a warm call. If you call a contact referred to you by your
father or BOA member, this is also a warm call.

Cold calls are different from warm calls because the organization is not familiar with
AIESEC or has no link to AIESEC through a common contact.

Warm calls have the highest success rate for meetings because the lead already knows
you or someone has referred you to them. Try to get referrals or contact warm contacts
as much as possible. Cold calling is very common in AIESEC LCs but is often not done
properly and for various reasons, has a low rate of success.

With either type of call, the purpose of the initial phone call is ONLY to.
To get a physical meeting with a relevant company representative

.Is NOT to.
Explain AIESEC to the companys representatives
Get their agreement to taking a traineeship

Why Cold Call?
Cold calling is not easy and is not always the most effective form of marketing AIESEC.
So why should you cold call?
Your external market views cold calling with a positive or indifferent attitude
Some cities and countries are extremely hostile towards soliciting and telemarketing. In
these environments, a cold call may actually hurt your chance of getting a traineeship in
that organization.
You enjoy and are good at cold calling!
Some people love to cold call and enjoy making that phone call. They sound natural on
the phone and are able to connect with the individuals on the other side. These
individuals can have success in cold calling even if their environment does not view it
very positively.
You have done the research!
It is not enough to just identify the companies you want to target in any particular
sector. Cold calling also requires a certain amount of research prior to the actual phone
call. Do you know why the company might want to meet with you? What are you able to
offer them? What are the key words you know will grab their attention?


AIESEC International | Teilingerstraat 126 | 3032 AW Rotterdam | The Netherlands | www.aiesec.org | tel +31-10-443.4383 | fax +31-10-265.1386
How to Cold Call
1. Prepare a list of companies you want to target according to your goals and
external research
2. For first time callers, have a script and practice it. Know how to handle rejection
and objections. (See sample script)
3. Research each company prior to the call. Know what key benefits will interest your
potential leads. Your script should allow for some customisation.
4. Send an introductory email if appropriate.
5. Make the call in an environment that puts you at ease. Whether you have specific
office hours for calling or you make the calls from home, ensure that you are
comfortable in your environment.
6. Make the call!

Who are you cold calling?
Cold calling large companies or MNCs is very difficult. These companies are best
approached through contacts.

Cold calling is more suitable for smaller companies where the organizational structures
are flatter and more accessible to an outsider.

Know who youre calling- are you calling the HR manager, a talent development
manager, or CEO? Always call the person that makes hiring decisions or program
decisions. If youre calling an SME, target the CEO/Managing Director or the head of HR
because these are the people who make decisions. Larger companies will have programs
for talent development and you can target these managers as well.


The E-Mail
In some parts of the world, an introductory email before you phone
is very helpful before you actually phone. The email makes the
process smoother for you and avoids having to explain everything on
the phone. In some places, it also gives a more serious impression if
you warn them before hand that you are going to contact them.

However in other areas, it may be useless- make sure you understand your local
business culture and adapt your use of email to your needs.

In an introductory email
Introduction of yourself
Short explanation of AIESEC and who we partner with (locally, nationally and
globally)
Explain request for an appointment
Explain reason for meeting the particular person (for example meeting the
business development head because you have a unique value proposition for
the company in the area of business development)
Mention that you will call soon to secure the actual appointment

Remember
Make sure you got the right e-mail address
Check the spelling
Ensure to have your contact information in the e-mail and LC address.







AIESEC International | Teilingerstraat 126 | 3032 AW Rotterdam | The Netherlands | www.aiesec.org | tel +31-10-443.4383 | fax +31-10-265.1386
The Phone Call

The phone call should preferably not take more than 2-3 minutes.
Example:

If you know the name of the person in charge of recruitment, use his/her name
directly.
Otherwise, ask for the person responsible for talent development or recruitment at
the company. A larger company may have a talent development representative but
smaller companies usually will not.

Hello, may I speak to Mr./Ms. __________? Hello, Mr./Ms. _________, my name is
____________ and Im calling from AIESEC (LC) on the University of __________
campus. Have I caught you at a bad time?

[NO:]

Using the name of your University has several important benefits:
The gatekeeper does not see you as a telemarketer or solicitor
The gatekeeper is more likely to be responsive to a student than an adult cold
caller
You add credibility to by associating yourself with a known entity- the
university.
This is often the most crucial point of the call- will the assistant accept your call and
let you speak to the right person? Dont launch into a long explanation about AIESEC
or why you are calling. Remember, you only want him/her to pass you to the right
person so chose your words carefully.

Are you familiar with AIESEC?
[NO:]

Well, AIESEC is the worlds largest student-run organization with 50 years of experience
in developing students into globally minded leaders. We do this by facilitating leadership
experiences and global internships. Our internships give organizations access to a global
talent pool of students and graduates in various disciplines. I would like the opportunity
to meet with you in person to discuss what opportunities AIESEC can offer to your
organization. Are you available next week?

If yes, you can ask them how they are familiar with AIESEC. Its a good
conversation piece and will help you prepare for a potential meeting. You can also
gauge what they need to know about AIESEC now.

If no, explain AIESEC as above.

[Sure, when?]
I am available on ___ (day) _____ or ____ (day) _____ next week. Are mornings or
afternoons better for you?
Great, thanks _(insert name)_, I look forward to seeing you on _(date/time)_. Have a
good day!

If `NO: When would be a good time to call you back?

If the contact is unavailable:
Dont leave a message unless you know the contact well. YOU should always
phone back. Ask when a good time to call back is. If they ask who is calling, give

AIESEC International | Teilingerstraat 126 | 3032 AW Rotterdam | The Netherlands | www.aiesec.org | tel +31-10-443.4383 | fax +31-10-265.1386
them your name, etc. but offer to call back as you may be difficult to get a hold
of. Make sure you do phone back when you promised!
Assistants are important people. Be sure to treat them with the same respect you
would treat the CEO. Do not call them secretaries
If you leave your name and phone number, take the name of the assistant for
future reference. (i.e. "I spoke to Mike, your assistant, who mentioned.)

Confirmation
The confirmation e-mail is an e-mail sent to confirm the meeting and remind them WITH
a proposed agenda attached to the email. It is also a good way to suggest an agenda to
the company so they are not caught short during the company meeting.

Be polite and get to the point. Shouldnt be more than half a page.

Always remember
Take the assistant seriously shes very often the crucial one to decide whether
you will be able to get a meeting or not. Be nice to her and avoid the word
secretary.
Understand the script enough that you dont need to read it word for word. You
should be able to adapt it to the conversation
Be concise with the contact. Prepare what you are going to say and possible ways
that the call may go. Have some notes on the company in front of you.
Remember, these people are BUSY!
Be prepared for any scenario. Some people will reject AIESEC, be able to answer
their questions honestly.
DO NOT try to sell the program over the phone; try to book the meeting. If they
have questions, tell them that a meeting would answer all of this much more
clearly and will only take 15-30 mins.
Dont talk too fast! Let the contact ask questions and participate
Have possible dates for meetings, and your agenda in front of you
Dont raise your voice or argue. Listen politely and take your time answering
questions. Know AIESECs competitive advantage and how it addresses theses
objections. Dont take it personally.
Finish the conversation by confirming the date and time of the meeting, follow-
up, next steps, or any other action. It is both professional and an easy closer.
Always respect your contact for the time he/she is giving you.

Extra Phone Tips
Stand up while speaking on the phone; your voice will project better.
Smile, the person on the other end can tell.
Have a pen, paper and your agenda in front of you.
Keep a marketing package beside you.
Ask questions where they will say yes, you want to avoid them saying no.
Never ask, "How are you today? You may get a negative response.
Always have a clear objective in mind before calling.
Always start with "Good morning or "Good Afternoon
If the person wants additional information, explain that visuals are essentials and
it will only be a short meeting.
Adjust your rate of speech to that of your client-to-be.
Never give out too much information.
Calling in the proper time of the day - early in the morning or late in the evening,
there is a chance that the boss will pick up the phone himself

Dealing with Rejection and Tough Questions
Below are some responses to a few questions or situations that might arise. Remember
that these are not the standard responses- take into consideration your local business
culture and adapt this accordingly.

AIESEC International | Teilingerstraat 126 | 3032 AW Rotterdam | The Netherlands | www.aiesec.org | tel +31-10-443.4383 | fax +31-10-265.1386

Difficult Gatekeeper (assistant, receptionist):
Stubbornness - dont be discouraged by another ,boss is out
Self-confidence - suggest that you have the right to speak with him
Disclosing the minimum of info - dont tell all the info to the secretary
"When can I call, to find Mr...?
"Im calling due to the fax, Id like to listen to Mr... opinion about it

Time:
We value the time of the person in the opposite side of the phone: "I am so
happy that I managed to talk to you, I hope it is possible for you to spare a
minute for me.
"I DONT HAVE TIME!!!
"Yes, I will not to take a lot of your time
"So when would you be able to spare a few minutes for me, so as
it doesnt disorganize your schedules?
Dont be afraid of postponing the call for another time:
"When would be the convenient time for calling U...
"I will let myself call in an hour, would it be a proper time?

Contact asks too many questions
"Program which Id like to introduce you with is very complex so it
would be better to think it over during the meeting...
"Id like to propose you a participation in our program. To be able
to adjust the conditions of it to your company I propose a meeting...
"When can we meet, to take into consideration the form of
possible cooperation

Reaction for tough refusal
"Im sure that our program is absolutely unique
"How could you be sure, that you dont need our service, before even
listening about their main sense?
"I completely understand. Thats the most often reaction of the persons
Ive talked to, but when they listen to more details of our program, they change
their mind.
My company isnt big enough
"All the today company-leaders were in such stage. Im sure one of
the key success factors was catching the chances and innovations
from the surroundings...












References
Thank you to the following countries whose resources have been utilized for the purpose
of this document:

AIESEC United Kingdom, AIESEC Canada, and AIESEC Sweden
Key Success Factors
Love what you're selling! Be passionate and show it- but dont be fake
Be natural and show a genuine interest in people - use every cold calling
opportunity to make a connection with an individual rather than to get
something from them
Prepare for the call- know what to say and what your value is to the
organization you are approaching