(Photo by Yosep Sugiarto)
Cold calling—for many the mere thought sends shivers down their spine. They don’t like to do it and in many cases justify their refusal to cold call by saying it doesn’t work. But they’re wrong. When done correctly, cold calling is an extremely effective sales technique.
What does it take to succeed at cold calling? Here are some best practices, which are discussed in depth in RainToday’s New Cold Calling Strategies Kit:
1. Make sure you talk to the right people. Don’t blindly call people. Start with a list of qualified prospects—people or businesses that have a need for your type of services. When you call a business and are unsure who the best person to speak to is, ask. Ask the operator or the president’s assistant. What the operator may not feel comfortable telling you, the president’s assistant almost always will. But do not use the assistant to get to the president; it is his job to insulate the president.
2. Do your research. Take time to get to know the businesses you’re calling. What do they sell? Whom do they sell to? How is the company structured? Regarding the person you’re trying to contact, do some biographical research. Check the company’s website or look for a profile on LinkedIn. You want that biographical information so you can make sure the person is the right person to contact and so you can incorporate their wording and language into your messaging. It’s important to speak the same language as your prospect, as it allows you to make a connection with them.
3. Get to the point quickly during your call. Identify yourself, explain what you’re able to provide to help them, and propose a date to meet. Do not go over 20 seconds or you will lose them.
4. Do not tell them all the benefits of the services. That isn’t the purpose of an introductory call, and it’s a waste of their time because they have no reason to believe any of it is true.
5. Put yourself in the prospect’s position. Think about what would be effective for someone trying to sell to you. What would turn you off? What would excite you? Stay away from big, salesy hyperboles and instead focus on the value proposition.
Mark Fortune, a cold calling specialist at Wellesley Hills Group, spoke with me about his approach to cold calling as part of the Cold Calling Strategies Kit. He has been on the phone talking with people for nearly 15 years and says you will succeed if you follow a well-planned strategy.
“Anybody who can think on their toes, speak clearly under pressure, shift gears, and ultimately put in the time to make multiple dials and get used to the environment of cold calling can be good at making outbound dials and reaching out to prospective executive-level buyers,” Fortune says. But you have to remember “to be honest when speaking with prospects. Always be sincere in what you have to offer and then, of course, be prepared for the call.”
Listen to an excerpt from Mark’s interview to hear more about how he sets up meetings using cold calling.
Access the complete Cold Calling Strategies Kit to listen to the full interview. Other items in the kit include:
- Cold Calling Works: You Just Do It Wrong (article)
- 3 Cornerstones to Delivering an Effective Telephone Pitch (article)
- Cold Calling Scripts that Work: 3 Proven Introductions that Break into and Close New Clients (article)
- Top Four Things NOT to Do When Cold Calling (article)
- How to Leave Voicemail Messages that Have Prospects Begging to Meet You (article)
- What to Say During a Cold Call (podcast)
- Voicemail Strategies that Get Prospects to Take Notice (podcast)
- How to Develop Your Calling Script (worksheet)
- Appointment Setting through Cold Calling (checklist)
If you’re starting out with cold calling or your results are less than stellar, it’s worth your while to check out the kit.
