When done correctly, cold calling is still an effective sales tactic. DiscoverOrg, Gartner, Vorsight, and Forbes all agree—you need to find buyers and cold calls still work to get you the sales your business needs. Your buyers don’t know where to find you, and many don’t even know they need you; you have to find them. Therefore, for an effective marketing and sales strategy, be sure to use social media and research to prepare for cold calling. Use these eleven cold-calling techniques to make more sales right away.
Ideally, your phone will ring all day with customers asking for your business, but the reality is that if you want the business, you have to go for it and make the calls. When done properly, a cold call can be a very effective sales tactic for your outbound marketing strategy. In fact, according to a recent DiscoverOrg survey, 60% of the more than 1,000 senior executives surveyed from the IT industry reported scheduling a meeting or attending an event after receiving a cold call.
I’ve been making cold calls for over twenty years. I promise you that cold calls aren’t just worth doing; they are required. Cold calling might be challenging but can also be fun, so be patient with yourself as you start. If you are a seasoned salesperson, maybe some new approaches to your cold calling can develop into a shift in sales mindset, creating a fresh perspective to getting more deals closed.
If the thought of a cold call makes your stomach fall on your toes, these tips will not eliminate your fear but will help make the call a bearable experience. Build up the courage and get guts while using these techniques to secure more sales right away.
Cold calling techniques for more successful calling
1) Focus on the goal.
Beginners tend to think that cold calling is only about sales; it’s not; it’s about getting a chance to sell. To be specific- the purpose of a cold call is to set up a meeting where you get an opportunity to talk about your product. Cold calling is about opening the doors to get you the meeting. The goal is the sale, but the short-term action goals are getting to the decision maker, securing the meeting, providing value then closing the deal- everything is about closing the deal and maintaining the relationship for more deals to come.
2) Research your markets and prospects.
You need to direct your cold invitation to the right audience. Use market research to focus on your target market and qualify your decision-maker. Then, find out as much as possible about the company and decision-maker before you call them. This gives you a huge advantage: You can discuss their needs based on what you learned when you call them.
Most of your competition isn’t doing this. Doing this will make you feel more comfortable and confident speaking to your decision-makers.
According to the Gartner Group, in a typical business with 100-500 employees, an average of seven people are responsible for most purchasing decisions. Connecting with the right people is critical to your success.
What to research: what their company does, why your product or service is right for them, what department your decision maker works in, and find out as much about their buying history as possible. If you’re selling into a publicly traded company, this is easy to find; if it’s a private company, get creative. Check LinkedIn to see what companies their buyers follow; this will help determine who they buy from. Be bold and do your homework. I’ve found that the more I know about a company, the more likely I will close them.
That said, beware of research paralysis. Some salespeople burden themselves with too much research to avoid making the cold call. Be bold, learn what you need to know, and then get on the phone. Do not procrastinate.
3) Improve your chances by using social media contacts.
According to Vorsight statistics, if the caller is in a joint LinkedIn group, they are 70% more likely to talk to them on a cold call. Join LinkedIn groups that are relevant to your prospect’s industry. Get involved in the group and represent yourself as an advisor. When you call them, tell them you are part of the group they are in, and tell them that you are trying to connect with them because of the common aspects of their business and your product. Be recognizable.
4) Prepare an introductory statement
Organize your thoughts before calling. This will help you avoid common opening mistakes that can give the person you are calling a chance to end the conversation.
For example, you should never start by asking, “Is this the right time to talk?” or “How are you today?” Don’t read your introductory statement into the phone; use it as a guide to speak easily. Knowing what you will say next makes overcoming objections in the introduction easier.
Don’t ask a question that will lead to a no or cause negative reactions, and don’t ask a boring question: “How are you today?” It’s boring, and no one cares. They will be more likely just to hang up the phone.
Introduce yourself, then say, “I hope you’re having a great day.” Tell them you need five minutes, respect their time, and find out when they have more time to talk so that you can learn more and show them you know their business. Be upbeat and speak freely; don’t pause, allowing them time to say they have to go and hang up.
Learn to overcome objections in the introduction so that you can dart in and out of controlling the conversation and allowing them to feel heard.
5) What should be in the recital?
This cold calling organization chart (from AllBusiness.com) works well:
“Include a greeting and introduction, a reference point (something about perspective), the benefits of your product or service, and moving on to a question or dialogue.”
For example,
“Hello, Miss Marshall, this is Kendra Brown with Green Works. I read in a local article that you recently demolished new office complexes. We specialize in commercial landscape services that allow you to reduce internal maintenance costs and comply with new city regulations. I want to ask a few questions to determine if one of our programs can meet your needs. “
6) Prepare a script
It’s too easy to get distracted and off-topic when working without a script. Don’t risk leaving something out or being longwinded- it might lead you off-topic and trap you in an “I have to go” or “I don’t have time”- then click, and your prospect hangs up.
You won’t read the script letter by letter, but when you call, you know what to say and when to say it. State the benefits of your product or service and the reasons for buying. Write down possible remarks and respond to them one at a time in a cold call box you have prepared in advance.
Be prepared to answer detailed questions about your products and services. According to Forbes Insight, 58% of potential buyers claim that salespeople cannot effectively answer their questions. That’s a lot of lost sales! Be very brief. You have five to ten minutes. Respect their time.
You want to set the first thirty-minute appointment, during which you will have more time to discuss their business and how your company can assist them.
7) Ask for an appointment at a specific time and give options.
Say, “Would Wednesday at 11 am or Wednesday at 1 pm be better for you?” instead of saying, “Can I meet with you to talk about it next week?” Having a time set means two things: that you have a lot of meetings already planned, meaning lots of people are talking to you, and that you are decisive and can organize everything for them so that they don’t have to spend extra time looking at their schedule figuring it out. If those times don’t work, say it’s not a problem. How about these times? Give two other options: one in the morning and one in the afternoon.
Then go for it. Confirm their email and send an invite immediately. Confirm they have the invite; say I look forward to our call on this date and time and wish them a wonderful day. That’s it. Respect their time and remind them of the scheduled call the day before. Remind them how you know them or their company and how your company can assist them in your e-mail. A quick three to four sentences they can read for a memory refresh before the call will eliminate the summary when you have thirty minutes.
Nowadays, People don’t have much time; they wear three or more hats and do too much extra work. Value their time and make their lives easier.
8) Remember that gatekeepers are your allies, not your enemies.
In sales, the person who’s between you and your contact are referred to as gatekeepers. Be kind to anyone who picks up the phone; you need to develop strategies to win the gatekeeper to your side. Never assume the person who answered the phone is your decision-maker- you will end up with jokers. Assume they are gatekeepers and be kind, but don’t share much information.
In sales, we call gatekeepers advocates. Receptionists and secretaries are entry-level advocates but an advocate who deserves respect, nonetheless. Sometimes, I ask:
“I wonder if you could help me?”
It will help you get the necessary information, such as the right person’s name or the best time to contact the prospect. I always ask:
“What’s the best time to catch them?”
Learn the names of gatekeepers and be friendly; they will advocate for the decision-makers to call you back or take your call- you need them. If you don’t have a phone number, send your prospect an e-mail, and when you don’t get a response, give the company’s main number and ask for their secretary or the person who helps keep them organized. Let them know you sent the decision maker an e-mail and need help getting it to them. People usually enjoy being helpful; it takes time, but it is worth it.
9) Forward a small, unique promotional item or letter.
This helps break the ice and makes your business stand out from the crowd. Pat Cavanaugh, sales guru, says, “It’s amazing that the crazy little thing we sent to our company helped us get the Fortune 500. When we call, they say, ‘Oh yeah …. you were the ones who they sent me … ” If you don’t have a sample of a product or service, then send a letter to them; don’t just send a little letter envelope, send an express envelope that looks important.
10) Cold call early in the morning or late in the afternoon
These are the best times to decide. According to InsideSales.com, Thursday is the best day to cold call, Wednesday is the second, and Tuesday is the worst.
11) Be persistent
Entrepreneur.com claims that:
“80% of sales are made after the fifth call, and second, that 92% of salespeople give up before that.”
While trying to reach the right person, I joke, have fun, and make it engaging to talk to gatekeepers, lower-level employees, and managers. When I’m with the right person, it’s a process of many calls and emails, eventually leading to a business relationship that lasts for decades.
When it comes to developing any skill, you need to practice, practice, practice; while a cold call might not be fun for you, you can get better; the more you practice, the more effective your sales techniques will be. Take your script, call list, and cold call box and get to the phone. People who want to do business with you are there, and you have to let them know you. Over time, you might find they become people you enjoy talking to for years ahead; they did for me.
Make sure to create a sales strategy while working on these techniques. You need a plan to make it happen; don’t take a chance, leaving your livelihood to chance.
Use sales and business tools to help with your cold calling and have a robust CRM; Pipedrive does CRM very well. We use Monday CRM in my main business. A calling tool is JustCall, which is fantastic for making cold calls and keeping organized. Use the Business Tools Directory to find sales and business tools to make your cold calling experience organized and systematic. Subscribe for more business, investing, and sales posts. Have a lovely day.
