Getting through to people who are not interested in your product can be tough. People don’t want to be interrupted by salespeople, especially if they’re busy or in the middle of something else.
But there’s an art to cold calling that can help you get through without being a jerk! Here are some tips:
| Takeaways |
|---|
| 1. Prioritize empathy and active listening. |
| 2. Personalize your approach for each prospect. |
| 3. Respect prospects’ time and preferences. |
| 4. Focus on building rapport and trust. |
| 5. Be prepared and confident in your pitch. |
| 6. Handle objections gracefully and respectfully. |
| 7. Avoid aggressive or pushy tactics. |
| 8. Practice patience and resilience in the face of rejection. |
| 9. Continuously refine and adapt your approach. |
1. Never Be Rude
Never be rude. If you take one thing away from this article, let it be this: never, ever be rude. You will lose your prospect’s respect and trust in an instant if you are mean or insulting.
There is no situation where rudeness is acceptable in sales no matter how the person on the other end of the phone behaves or what they say to you, remember that they’re just trying to do their job (or get their lunch break), too!
Don’t use foul language. It might seem like an obvious point, but there’s a reason why we’re including it here:
No matter how frustrated or angry you may feel when calling someone who doesn’t seem interested in what you have to offer them; never let it show through in any way. Even if they’re being downright rude themselves!
The best way not only keeps your professionalism intact but also makes everyone else more comfortable around you so that they’ll be much more likely to work with you when needed later down the line.”
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2. Be Open And Honest
Be honest about your product or service. Don’t try to hide any negative aspects of it. Also, highlight the benefits, not just the features.
Be honest about yourself and your company. Tell them how long you’ve been in business, and where you’re based (so they can easily find you on Google).
Don’t try to gloss over the fact that your company is small; rather, use that as an opportunity to demonstrate how close-knit it is and how much more personal attention you’ll be able to give customers who buy from you instead of a big corporation like Amazon or Walmart.
Be honest about who this product is best for and don’t try to make them think otherwise if they don’t fit into that category!
3. Don’t Try To Push Your Product On Them, Instead, Ask How You Can Help Solve Their Problem Right Now
The next tip is to not try to sell something that is not relevant to their needs. It’s important to remember that you are calling them, so it’s your job to get them interested in talking with you.
You want them to feel like they are the most important person or company on your call list and the only one who can solve their problem. If they don’t need what you’re selling, then there’s no reason for them to talk with you further about it.
You also don’t want them feeling like they are being pressured into buying something right now because of time constraints or budget limitations as this will turn off potential customers rather than turning them on.
If they aren’t ready yet, tell them that there may be other opportunities down the road and thank them for their time today before hanging up so they know when those opportunities will be available again if needed later on down the road when more funds become available.
Or their workload lessens enough where another purchase might make sense at some point during the year (or whatever timeframe), but until then nothing else can happen today except thanks!
If you’re new to cold outreach, our Cold Emailing 101 guide is a great starting point. Master the basics of crafting compelling cold emails and increase your chances of building valuable connections.
4. Listen To Their Concerns And Pain Points With Genuine Interest And Not A Sales Agenda In Mind
It’s natural to want to jump in with your own story of how you overcame a similar problem, but resist the urge. Instead, listen carefully and take notes.
The last thing your prospect needs is for you to interrupt them and start telling them about how awesome you are or why they should buy from you.
It’s also important not to be judgmental about their situation or become dismissive if they ask questions that may seem silly or basic. It’s okay for prospects to have questions;
It’s part of their process of discovery and evaluation. If they don’t know something up front, they’ll ask later on in the conversation.
And it would be better that they had asked then rather than later when it might affect their decision-making process negatively (or even worse, after they’ve made a purchase).
Most importantly: focus on what your prospect is saying rather than focusing on how much money this could mean for yourself (or how badly things are going right now).
5. Don’t Badger The Person By Calling Again After They’ve Told You They’re Not Interested
You’ve just made a sales call, and the person you’re talking to has told you they’re not interested in buying. You’re not alone if your first reaction is “but they might change their mind.”
However, if it’s been more than a few days since your last contact with them, then you should take this as a sign that they aren’t interested in purchasing anything from you right now.
If there isn’t another reason for contacting someone again (such as an urgent issue), there’s no reason to contact them more than once unless it’s been longer than three months since your last interaction.
Whether that means calling or emailing doesn’t matter as long as it isn’t more than once every month or so.
Engaging and persuasive dialogue is crucial in both cold calling and cold emailing. Explore our insights on Writing Great Dialogue to enhance your communication skills and make your messages resonate with your audience.
6. Be Respectful Of The Other Person’s Time And Don’t Waste It On Small Talk
Stay focused on what you came in for – if you’re looking for new leads or potential customers, then make sure that’s your focus throughout the conversation;
Don’t get sidetracked by unnecessary questions as they can waste both parties’ time and confuse things later on (i.e., “Did we just ask this question?” “Yes.”).
Don’t be afraid to ask questions! In fact, asking questions will help keep the conversation going smoothly without any awkward silences since people love talking about themselves.
So long as they feel like their concerns are being addressed appropriately by an attentive listener who cares about what they have to say without making them feel pressured into buying something right now if they aren’t ready yet/don’t want any more information right now/etcetera etcetera ad infinitum until infinity…and beyond!
7. Don’t Get Frustrated If You’re Not Getting Through To A Prospect, Just Move On For Now And Try Again Later When Things Change
Sometimes the prospect you’re calling just doesn’t have time for you right now. No matter how good your product or service is, if it doesn’t fit into the prospect’s immediate goals or needs, they won’t be interested in talking to you at this moment in time.
That’s fine! You don’t need to take rejection personally. Just move on and try again later when things change or maybe when you have a new product or offering that might interest them more this time around.
Just keep trying don’t give up! You never know what could happen next week, next month . . . maybe even next year!
8. Don’t Try To Be Someone Else; Just Be Yourself When Talking With Prospects As People Will Respond Better
Be yourself! Don’t try to be someone else; just be yourself when talking with prospects as people will respond better if they know who they’re dealing with from start to finish — there’s no need for pretense here!
Let your personality shine through in the calls you make. This is important because it makes for a stronger connection between you and your prospect, which leads to them being more likely to want to keep talking with you afterward.
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9. Don’t Take Rejection Personally; It Happens All Too Often In Business So Keep Going Despite Setbacks (And Remember “No” Is Sometimes Just Waiting To Become “Yes”)
When you’re cold calling, you’ll likely encounter a lot of people who don’t have time for you, and that’s okay. Don’t take it personally!
You may have zero business sense whatsoever, but that doesn’t mean someone else won’t want your product or service once they’ve heard what it is and why they need it. Remember: “No” is not always the end of the story it might be just waiting to become “Yes!”
Cold calling doesn’t have to be a daunting task. Learn the art of Cold Calling Made Simple and discover strategies to effectively pitch your B2B marketing product without coming across as pushy or aggressive.
Conclusion
If you’re serious about closing more sales, then cold calling is a must. It’s a skill that can be learned by anyone who has the desire to do so and enough perseverance to overcome their fears.
But even if you’re not looking for new clients or customers today, it’s still worth considering how these tips might apply to other areas of your life too — like when trying to make new friends or get past an awkward first date!
Further Reading
Here are some additional resources to dive deeper into the topic of cold calling:
What Is Cold Calling? Short Description: Explore the fundamentals of cold calling, understanding its purpose, benefits, and key strategies for successful outreach.
Responding to “I Don’t Have Time” During Cold Calls Short Description: Learn effective ways to handle the common objection of “I don’t have time” during cold calls, improving your chances of engaging prospects.
Overcoming the Fear of Cold Calling Short Description: Discover practical steps to conquer the fear of cold calling, building confidence and improving your overall performance.
FAQs
What are the key benefits of cold calling?
Cold calling allows you to directly connect with potential customers, gather valuable insights about their needs, and build relationships that can lead to sales conversions.
How can I respond effectively when prospects say they don’t have time?
When faced with the objection of not having time, focus on emphasizing the value and benefits your product or service can offer in a concise and tailored manner.
How do I overcome the fear of cold calling?
To overcome the fear of cold calling, start by preparing thoroughly, practicing your pitch, focusing on the value you bring, and gradually desensitizing yourself to rejection.
What techniques can I use to make cold calls more engaging?
Utilize open-ended questions to encourage conversation, actively listen to your prospects’ responses, and tailor your pitch to their specific pain points and needs.
How do I measure the success of my cold calling efforts?
Track metrics such as call-to-conversion ratio, appointment setting rate, and revenue generated from cold calls to gauge the effectiveness of your outreach and identify areas for improvement.
Costantine Edward is a digital marketing expert, freelance writer, and entrepreneur who helps people attain financial freedom. I’ve been working in marketing since I was 18 years old and have managed to build a successful career doing what I love.