If you consider cold calling to be a useless sales technique, think again. Successful cold calling can open new doors, bring in new clients, and grow your personal network.
Making cold calls is not for everybody, but if you are an entrepreneur you already possess the drive and passion necessary for making cold calls successful.
What is a Cold Call?
A cold call is the old-fashioned technique of picking up the phone and calling a prospect - uninvited and unsolicited. It is one of the oldest sales techniques in the book, and it is time to reconsider it as a sales tool. Phone calls are becoming a novelty as social media’s influence expands. Calls are a refreshing way to boost business and get the word out about your company, one conversation at a time.
Utilizing proven cold calling techniques can help you overcome fear of cold calling, and eliminate cold call reluctance from your sales team. These cold calling tips will help you get started.
Think Big
Even if you are a small company, you have something valuable to offer. Think big when planning and making cold calls. Go after prominent companies. Use networking skills to gain access to executives and decision-makers. You may even want to attempt making cold calls to subordinates first to open the door.
Research is Key
Successful cold calling begins by knowing the prospects. Vet your prospects before placing calls:
Who would your products and/or services benefit? - Which companies have a need for your products and services?
- How do your product and services bring value to that prospect?
Be aware of trigger events. These are major changes that indicate a company is open to new products and/or services. Common trigger events include changes to product lines, restructuring, new leadership, expansions, etc.
Research the person you are targeting. If it is an executive it should be fairly easy to find out more about them through biographies, social profiles, news stories, and published works. Use what you learn to cater the script and follow-up communications.
Prepare a Script
You can eliminate cold call reluctance and reduce fear of cold calling with a script. Draft a script that includes an introduction and direction for 2 or 3 prospect reactions. The script should include a direction to go when:
- The client is interested and engaged.
- The client is interested but not engaged.
- The client is not interested.
Keith Rosen, CEO of Profit Builders, offers excellent tips for drafting a script to use when making cold calls.
Be Prepared to Follow Up
Successful cold calling techniques include prompt and relevant follow-up. Prepare an email or letter specific to that prospect in advance. Work from a basic template, but customize details within the letter to reflect your research. After the call, you may need to tweak a few details to reflect the conversation.
If your call went well, immediately send the follow-up letter to capitalize on the moment. Strike while the iron is hot!
Get to the Point
Make the most of the precious moment by getting right to the point. First introduce yourself and your company, get permission from the prospect to proceed, and then move right into the pitch. It should take no more than one minute to explain the offer and how it benefits the prospect.
Cold calling experts are united on the fact that getting to the point is the most effective of cold calling techniques. Prospects are busy. Respect their time and make the most of the moment by being precise and focused in your message.
Warm up Prospects
One of the hottest cold calling tips is to warm up prospects before the phone call. Sending an inexpensive promotional item - not a brochure or sales letter - is an excellent way to open the door. It gives you something to open the call and provides the prospect something tangible to relate to you.
Promotional items can be gimmicky, flashy, practical, or even silly. They should allude to what your company does, but should not let the cat out of the bag.
Ask for Appointments at a Specific Time
Successful cold calling means asking for a follow-up. State a specific date and time to follow up, rather than asking the prospect to offer a date and time. For example, saying “May I have 10 minutes of your time next Wednesday at 1 PM?” is more effective than “Can we meet next Wednesday?” Prospects are more likely to commit or offer an alternate time when presented with a specific date and time.
Be Professional
When making cold calls always be respectful, polite, and genuine. Never get upset when a prospect seems rude or disinterested. Respond positively and respectfully; remember that you are taking their time. Even if the call does not go well, genuinely thank the prospect for their time and express that you hope to connect with them in the future.
Use Humor to Start a Call
Using humor is one of the most powerful cold calling tips. If you can get your prospect to crack a smile, you have wedged your foot in the door and made a positive first impression. Some cold calling experts like Patty Glass of Art Company get results by admitting upfront that the call is a cold call and making a joke about it.
Do Not Get Discouraged
Every failed call is one call closer to success. If you have a string of failures, review the pitch and script. Perhaps there is something within that is a turnoff. Leverage your network to test your script and solicit feedback.
Do not let failure turn into cold call reluctance. Keep in mind that most cold calls will not result in sales, but those that do will be incredibly rewarding.
By staying positive and utilizing these proven cold calling techniques, you can grow your business exponentially by making cold calls. Successful cold calling is an art and a science. The art is being able to engage the prospect. The science is in the research, timing, and approach.
Differentiate yourself from the competition by picking up the phone and making a personal call to present the value of your products and services to a prospect. The results could take your company to the next level overnight.
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