COLD CALLING STATS

HOW TO MAKE MORE CALLS

Keeping Track
When I took my first sales job in 1974, I found out very quickly the truth of the “sales is a numbers
game” principle. Very possibly my first inkling that the Old School was full of it was my observation
that the more calls I could make the better results I would get. Right there, if I had really examined it,
I would have seen the utter nonsense of the “Don’t-believe-the-prospect-until-he-has-said-no-forty-
two-times” school. The full insight was to come some years later.
What did become very clear to me was the importance of setting goals for the number of calls on
an hourly basis and then tracking my goal by the hour. I found that any hour I didn’t make my dial
goal was an hour in which I didn’t make my sales goal. I finally reached the point where the number
of calls was far more important than pursuing a long-winded prospect who might, or most likely
might not, buy.
SA Daily Stats Worksheet is designed to be used for each day’s calling. SA Daily/Weekly Stats
Worksheet is to be used to summarize weekly results. At the end of a day, simply tally up your
results from Daily Stats Worksheet and write them down on the Daily/Weekly Stats Worksheet.
Managers would do well to require that Daily/Weekly sheet be turned in every day. Part of your
daily routine as manager is to inspect it, comment on it, and then return it. At the end of the week,
file the Daily/Weekly Worksheet in each salesperson’s folder. This gives you a running record of
how your salespeople are doing.

Adapted from “How to Make More Calls,” Prospecting Your Way to Sales Succeess, by Bill
Good.

How to Mark the Daily Stats Worksheet

When you make a dial, write a “/” (slash mark)

If on that call you speak with a decision maker, change the “/” to an “X.”

If that decision maker is a cherry, draw a circle around the “X” producing a “
.”

Green =

Hot=☺

A sample stat sheet follows.

Important Note: This sample sheet is a tiny bit different than the one included in this document
for your use. It’s purpose is to show you how to keep stats.

Copyright 2001–2004,2012 Bill Good Marketing, Inc. All rights reserved. Reproduction, adaptation, or translation without prior written permission is prohibited, except as allowed under copyright law.
Permission granted for System users to reproduce and/or adapt for own use. Gorilla and Gorilla Marketing are  trademarks of Bill Good Marketing, Inc. 800-678-1480, ext 1291 or www.billgood.com.
CONFIDENTIAL
Copyright 2001–2004,2012 Bill Good Marketing, Inc. All rights reserved. Reproduction, adaptation, or translation without prior written permission is prohibited, except as allowed under copyright law.
Permission granted for System users to reproduce and/or adapt for own use. Gorilla and Gorilla Marketing are  trademarks of Bill Good Marketing, Inc. 800-678-1480, ext 1291 or www.billgood.com.
CONFIDENTIAL
 FA Daily Stats Worksheet
Date: ___/___/___ Arrived: ___:___ Left: ___:___ Hrs as SA ____ Hrs as FA: ____ $ Found : _____ Refs Promoted__

Results

In-Person Telephone New Green Money Referrals

Contacts Appts Appts Cherries Cherries Found Promoted

Clients

Prospects

Money Found—
Clients                                 

Money Found—
                                
Prospects

Time Spent as SA/FA Contact Information

SA SV FA
ColdPros ConAttempt Contacts Cherries Green Hot
7:00
7:30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
8:00
8:30
9:00
9:30
10:00
10:30 Campaign , List , Hours , Script
11:00
11:30 Callbacks Dials Contacts Cherries Greenies Hot
12:00 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
12:30
1:00
1:30
Client Calls Dials Contacts Cherries Greenies Hot
2:00
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
2:30
3:00
3:30 Meetings
4:00
4:30
5:00 Dial = / Contact = X Cherry = ⊗ Green =
Hot = ☺ Ask $  Prom Ref 
Evening
TOTAL Notes
Enter totals at top of page

Copyright 2001–2004,2012 Bill Good Marketing, Inc. All rights reserved. Reproduction, adaptation, or translation without prior written permission is prohibited, except as allowed under copyright law.
Permission granted for System users to reproduce and/or adapt for own use. Gorilla and Gorilla Marketing are  trademarks of Bill Good Marketing, Inc. 800-678-1480, ext 1291 or www.billgood.com.
CONFIDENTIAL
 FA Daily/Weekly Stats Worksheet

For statistical week ending Friday, ___/___/___

Reminder: Fill in this sheet daily.
Prospecting
Con Appts Red Green
List Hours Script Contacts
Attempts (Hot) Cherries Cherries

MONDAY
TUESDAY
WEDNESDAY
THURSDAY
Friday
WEEKLY TOTALS

Callbacks to Prospects
Appts
Contacts (Hot) Red Cherries Greenies $ Found
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
Friday
WEEKLY TOTALS

Calls to Clients
Appts
Contacts (Hot) Red Cherries Greenies $ Found
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
Friday
WEEKLY TOTALS

Bottom Line
Total Appts Set

Total Number of New Accounts/Households

Copyright 2001–2004,2012 Bill Good Marketing, Inc. All rights reserved. Reproduction, adaptation, or translation without prior written permission is prohibited, except as allowed under copyright law.
Permission granted for System users to reproduce and/or adapt for own use. Gorilla and Gorilla Marketing are  trademarks of Bill Good Marketing, Inc. 800-678-1480, ext 1291 or www.billgood.com.
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Glossary

Appts Set-Total Total number of apopintments set from whatever source.

Campaign This refers to the the type of prospecting you are doing. Usual types:
PMP-Phone Mail Phone. You call, offer info, and follow up with a phone call.
MP-Mail Phone. Send a letter and follow with a phone call.
PO-Phone only. You are attempting to sell or set appt on first call.
CW Cold Walking

ConAttemp Contact attempt. When cold calling, this is a dial. If cold walking, it is a door
knocked on or in-office entered.

Contact Speaking with a decision-maker.

FA You’re being a Financial Advisor when you are meeting with and talking to
clients and prospects about investments. What’s critical to understand here, is
your job as SA ends when an appointment begins. The SA sets up the
appointment. The FA fills it.

Green Cherry Someone who is interested, qualified, but cannot make a decision now or has no
funds currently available. To qualify as “green” one normally also must have a
date and an actual or estimated date when the funds will be available.
Hrs as FA Estimate of the number of hours you spend being a financial advisor.

Hrs as SA Estimate of the number of hours you spend as a Sales Assistant.

Hot Very interested, financially qualified, and willing to begin the sales process by
setting an appointment in office, out of office, or by phone.

Money Found A known or approximate amount of money available now or at some unknown
future date.

Red Cherry Interested, qualified,and willing to receive investment literature from the firm.
SA Sales Assistant. Most of a new advisor’s time is spent acting as his or her own
sales assistant. The job of the sales assistant is to ensure that the advisor always
has plenty of interested qualified people to talk to and see. Since most new
advisors don’t have many clients, they have to find prospects to talk to and see.
So we are very interested in determining how much time a new advisor spends
being his or her own sales assistant.

SV Service Assistant. The job of a Service Assistant is handling all client service
problems. To the extent that you are handling service issues, you are being your
own SV.

Copyright 2001–2004,2012 Bill Good Marketing, Inc. All rights reserved. Reproduction, adaptation, or translation without prior written permission is prohibited, except as allowed under copyright law.
Permission granted for System users to reproduce and/or adapt for own use. Gorilla and Gorilla Marketing are  trademarks of Bill Good Marketing, Inc. 800-678-1480, ext 1291 or www.billgood.com.
CONFIDENTIAL