Whether you’re in sales or not, if you need to find new customers, you are in sales and require a cold-calling strategy. Mastering the sales call is essential. Unlike B2C (business-to-consumer) sales, B2B (business-to-business) transactions demand a more personalized approach due to longer decision-making processes. This is where telemarketing strategies, often seen as old-school tactics, can offer a nuanced solution to modern sales challenges.
We have come full circle. Emails are out, and cold calls are in, so gather your lists. Let’s start making cold calls while everyone else is still sending emails into cyberspace. Consider this: how many emails do you receive daily? How many calls? That should be all you need to know to pick up the phone—are you afraid of rejection or anxious about talking to a stranger? Are hang-ups keeping you hiding behind your computer sending emails? Whatever it is, it’s time to understand why you aren’t making calls, overcome, and start making them.
Principles of Cold Calling
Understanding Your Audience
Understanding your audience is the foundation of a successful B2B sales call. This involves more than knowing the business you are calling. It requires insight into their industry challenges, current solutions, and decision-making hierarchy. Before picking up the phone, invest time in research. Use LinkedIn to identify key stakeholders, understand their roles, and leverage industry reports to grasp your prospect’s broader challenges. This preparation enables you to tailor your pitch to address their specific needs and concerns once you get there. It also helps you determine who the decision-maker is.
That said, be careful of research paralysis. This is when you do extra research to avoid making the phone call. You just keep focusing on the details and get stuck; I’ve been there. When I wasn’t in the mood to call, I’d create detailed spreadsheets or summaries of the companies I was supposed to contact. Focus on the basics: know who the company is, what they do, what projects they have coming up (if any are listed on their website or LinkedIn), and who your potential decision-makers are. Stick to the basics, and don’t spend too much time on it.
Crafting a Compelling Opening
In sales, we call the opening the introduction. Your opening statement is your first impression—a chance to grab attention and spark interest. Begin with a brief introduction of yourself and your company.
Now, for the variations depending on what you are selling, what’s your sales cycle? How long is the average close? Is it a quick and done, like an introductory sale, and then the customer goes to an account manager? Are you selling a service or a product? When I was in my twenties with my first sales job, we did door-to-door and only had one day to close the customer, with lots of impulse and value added immediately.
On the phone, that would look like- I’m calling because you came up as a customer needing this sort of promotion. Let’s get this done. At the same time, use the impulse factors: the deal is available today, or your competitor, Mr. Jones, felt this service was perfect for their business, so I’m reaching out since you’re the same type of company. If you have one day or a week, you need a lot of impulse, so lay it on thick, subtly, and respectfully. Immediately follow this with a value proposition directly relevant to their business. Sales is a numbers game, so the more calls you make, the more likely you are to find a few who already need it and those who bought in with impulse and your fabulous personality.
If you have a few months to close a mid-range service or product, you have more time to nurture the relationship effectively. You need additional information from the customer to tailor the service to their needs, making it essential to get to know them better. For example, you might say, “My name is [Your Name] from [Your Company], and we specialize in enhancing operational efficiencies by reducing IT overhead by up to 30%.” This statement is clear and concise, emphasizing a tangible benefit. Then, ask about their availability for a call to learn about a relevant aspect of your service tailored to their business. For instance, you noticed on LinkedIn that they are expanding a part of their business, and you realize they might need your product for this or that. Be creative; demonstrate that you understand what their company does and how your business can help.
Depending on how comfortable you are, you can dive into these discussions during the first call or schedule a call for later. I’m a relationship seller; I like to learn as much as possible while building a relationship, so setting up a meeting on the first call helps me provide a complete solution rather than just one piece. I prefer to deliver everything in one solution, allowing them to choose what they don’t want later. For me, this fosters long-term customer relationships. If you have the time, this approach ensures longevity. This is what that will look like:
Hi, I’m Sarah. I’m calling you about your network, and communications needs for the new office you are opening at 55 Branch St. I hope your day is going well. I won’t keep you on the phone; I’m sure you have a busy day scheduled today. Would you be available for a fifteen-minute call on Thursday at 10 a.m. or 1 p.m.? Which time works best for you?
If you need more time to get to know your prospects before attempting to close them, you should become skilled at setting up appointments on the first call.
If you don’t have the time and need to log this customer’s sales as soon as possible, and your quota is breathing down your neck, you can be more presumptuous and ask for the business right away.
Hi, I’m Sarah, I’m calling you about your network and communications needs for the new office you are opening at 55 Branch St. I hope your day is going well. XYZ company provides a total solution that enables you to order your services from one place with a great price and full service implementation. It’s my job to make you look good. What’s your e-mail address and I’ll send over the quote for your internet and voice service? Take the e-mail address and then ask the qualifying questions that help you quote.
Engaging in Consultative Selling
Telemarketing thrives on the ability to engage in a dialogue, not a monologue. If you have the time, your call should not be about pushing a product but selling through understanding and solving the client’s problems consultatively. Ask open-ended questions that encourage discussion, such as “Tell me about some of the challenges you’re currently facing with your IT infrastructure?” This consultative approach positions you as a trusted advisor rather than just another salesperson.
Leveraging the Power of Listening
One of the most effective yet often overlooked telemarketing strategies is active listening. This strategy involves fully concentrating on what is being said rather than passively hearing the speaker’s message. Active listening allows you to pick up on the client’s specific needs, pain points, and hesitations, enabling you to tailor your responses and solutions in real time. Keep notes so that after the call you can answer any concerns that were missed during the call and tailor a solution based on what they said. Send a summary e-mail including aspects of what they said and your answers, along with a time when you are available for another call to review the solution.
Handling Objections Gracefully
Objections are a natural part of the sales process, especially in B2B sales calls. The key to handling objections effectively is to see them as opportunities to understand further and address the client’s concerns. You can start with methods like ‘feel, felt, found’: acknowledge their concern (“I understand how you feel”), show empathy by citing others who felt the same way (“Others have felt the same”), and then offer a solution that has worked for others (“They found that our solution…”). You can also ask more in-depth questions to better understand what they have going on so that you can use that information in your presentation. Handle objections in the introduction as much as possible, allow the prospect to speak, don’t cut them off, and let the conversation grow organically. This is an excellent time for relationship building, helping you learn more about your prospect.
Sometimes, objections lead to rejection. Pay attention to how objections are presented. What’s the tone? How do the prospects’ emotions come across? Start a list of all the objections you encounter and memorize your responses. When I was training salespeople, I had them read these responses like battle cards for practice. You need to know how to respond, and you also need to understand emotions. The more you know, the better you can react.
Now, when objections are one after the other and very direct, it’s true they aren’t saying no, but maybe it’s a bad day. Listen, be active in your listening, and learn to feel them out. If they are just going on and on with objections, maybe they aren’t the decision maker. They might be a joker. Learn to read between the lines so that you can be preemptive. If you fear rejection, learn how to deal with sales rejection.
Following Up with Precision
The follow-up is where many sales calls achieve their success or failure. Always conclude your call with a clear next step, whether it’s scheduling another call, sending over additional information, or arranging a demo. Then, fulfill that commitment promptly. A timely follow-up demonstrates professionalism and reinforces your reliability as a partner. If they are blowing you off, you need to follow up; if they aren’t committed, you must follow up.
I’m a follow-up pro. Many of the customers I sell to have been contacted by me for two to three years before they sign an agreement. Do you know what that means? These people continue to return to me for more and stay longer. Follow up and follow up until you have their business. It builds relationships and loyalty. Use a good CRM (Customer Relationship Management) tool to keep you organized so you never lose a prospect.
Keep organized with the right sales tools, prospecting tools and services that help you make more calls.
By understanding your audience, utilizing consultative selling techniques, actively listening, gracefully addressing objections, and effectively following up, you can transform your sales calls from merely informative to truly persuasive. Keep in mind that a B2B sales call is about building a relationship, not just closing a sale. Approach each call with this mindset and watch your success rate soar.
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