Are you a marketer looking for new customers? Are you sick of cold calling prospects and getting hung up on, or worse – being told to go away? Well, I was too. That’s why I decided to write this guide.
It’s based on the cold calling scripts that I used when I was an account manager at an agency and it helped me achieve a 60% closing rate! Even if you’re not in sales or marketing, this guide will help you build rapport with potential clients.
| Takeaways |
|---|
| 1. Cold calling remains a valuable marketing strategy. |
| 2. Proper research on prospects enhances call effectiveness. |
| 3. Crafting personalized opening statements captures interest. |
| 4. Overcoming objections requires active listening and empathy. |
| 5. Consistent follow-up helps nurture leads and build rapport. |
Have A Script
The script is a key part of cold calling because it helps you stay on track and avoid mistakes.
If you’re nervous, it might be tempting to do some research about your prospect company, but this can actually make you more nervous because you’ll feel like a fraud when all that information is flowing through your head.
A script will help keep things simple so that all of your attention can be focused on having conversations with people who are interested in knowing more about what you have to offer.
Your script should contain everything they need to know about why they should buy from or partner with your company and nothing else: no personal anecdotes or jokes (which could easily go wrong).
No overly-long explanations, nothing unrelated to the business goals of either party in short: get straight down to business!
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Deliver A Winning Greeting
Be confident. The first thing your prospect hears is your tone of voice, so be sure it’s friendly and confident. This can be difficult if you’re just starting out with cold calling, but it will get easier as you gain more experience.
Be polite and respectful. Nobody likes a telemarketer who barges into the conversation without even saying hello or telling them what they do first!
Always start by thanking them for their time and explaining why they should listen to what you have to say (e.g., “I’m calling from [your company], I’d like to tell you about [your product or service]”).
Be friendly but professional, and always be yourself: If there’s one thing that most people hate about cold-calling, it’s when someone tries too hard or uses fake-sounding language to try and make themselves sound “professional.”
Cold-calling is an art form that requires a certain amount of finesse, but at the end of the day, there should always be some part of your personality shining through for these calls to become more than just another transaction between business associates;
They need warmth and sincerity behind them for prospects not only remember who they talked with but also to feel comfortable enough asking questions if something doesn’t quite make sense right away!
Make It Personal
People are more likely to respond when they feel like you’re talking to them as an individual and not just another number on the phone.
So, whether you’re trying to sell them something or just get their contact information so that you can follow up later, remember that personalization is key.
Use their name. When a salesperson calls you by your first name (don’t just assume ask), it feels like they know who you are. This makes people more interested in what they have to say because it makes them more comfortable with the person who’s talking with them.
Ask about their family members and pets if appropriate!
Ask about their hobbies and job responsibilities: These two things will give an idea of where this person fits into life at large and can help guide how best to pitch yourself as someone who understands their needs but also has an original take on solving those problems.
If necessary, ask about any challenges or successes they’ve had recently: A recent win shows potential customers that this business has been working hard towards its goals; likewise, a setback puts them in touch with reality while allowing room for growth (and possible future successes) down the line.
Lastly, ask about goals/dreams/hopes/etc., then tell yours: Remembering that every prospect has hopes beyond buying from me today will make my pitch seem less “pushy” as well as make it clear I’m not trying too hard if we do end up doing business together!
Overcoming objections is a crucial aspect of successful cold calling. In our article discussing The Most Common Objections to Cold Calling, you’ll learn effective techniques to handle objections and turn them into opportunities.
Make Them Visualise Themselves Using Your Product
One of the most powerful tools you can use when cold calling is visualization. By using visualization, you can help your prospect see themselves as an owner of your product or service.
You’ll want to use positive language that encourages them to imagine how great it would be for them if they used your product or service.
Here are some examples:
- “I bet you would feel so much better if you could increase confidence in yourself and others with just one simple technique.”
- “You know those days where everything seems easy? That’s what we’re going for here!”
- “Imagine how good it will feel when people compliment you on how much more confident they think you look since starting with us!”
Don’t Give Up
Don’t give up. You’re going to get a lot of no’s, but don’t be afraid to call the same person multiple times.
You’ll find that it’s not uncommon for people to say they can’t talk or they’re busy when they first hear your pitch, but after several attempts, you’ll often find that they’ve changed their mind and are ready to speak with you.
Don’t be afraid to call multiple people in the same company or industry. Many prospects live in fear of an overbearing boss who will close them down immediately if he sees a cold call from someone he doesn’t recognize on his caller ID.
So calling more than one employee can allow you to cover your bases without having any single person feel like she has sole responsibility for making any purchasing decisions (and therefore may be more likely to buy from you).
Don’t be afraid to call multiple people within the same organization either, you may just need someone else who knows about the project at hand before someone else does!
This can also help ensure that all those involved have had a chance for input into whether or not the product fits within their needs and budget constraints.
Before committing themselves further than necessary cost-wise by signing off on expensive purchases ahead of time only later realizing something better suited would have been available elsewhere cheaper/faster etcetera ad infinitum ad nauseam…
Are you new to cold calling and looking for guidance? Our article on Cold Calling Tips for Beginners offers practical advice and strategies to help you kick-start your cold calling journey on the right foot.
Aim For The Decider, Not The Gatekeeper
A gatekeeper is a person who decides whether or not another person will see you. The decider is the person who will decide whether or not to purchase your product or service.
Think of it this way: If you’re selling a pair of shoes, imagine that there’s a door between you and the customer the door is guarded by a receptionist and they are deciding if they should let you in.
They may be able to tell if either of you has an appointment scheduled, but they can’t know if buying shoes on impulse would be something that would interest their boss or client (the decider).
Your job as a salesperson isn’t just to get rid of your pitch as quickly as possible; it’s also about getting information about what matters most for this particular prospect so that when someone does eventually decide whether or not to buy from your company, those details are seamlessly integrated into their decision process.”
Don’t Sound Like A Robot. Be Human
There’s nothing more off-putting than hearing a salesperson who sounds like he or she has been programmed to talk about your product in the same way, no matter what the customer says.
When you’re cold calling, you must give people reasons to be interested in what you have to say instead of just sounding like an uninspired salesman selling something that isn’t worth buying.
This means using your voice (voice tone and accent), your words (the way you speak), and even your style (the way you dress or where you hold yourself) so that each call is unique!
Do Your Research On The Company And Lead Ahead Of Time
One of the most important steps in cold calling is doing your research on the company and leading ahead of time. Admittedly, this part can be a little bit tedious and time-consuming but it’s worth it!
The first thing you should do is check out their website and social media pages to get an idea of what kind of business they are, who their customers are, what values they hold dear to them, etc.
Once you have an understanding of what type of company you’re dealing with (startup? Large corporation?), try looking through their website or LinkedIn profile for an “about” section that provides some background info about the organization.
If there isn’t one readily available on either side (and sometimes even if there is), call up someone at the company and ask them where they would normally find this information regarding their organization;
This will save you having to dig through pages upon pages of Google searches later on or waiting on hold while someone else gets back with more information for themselves.
You want as much intel as possible before trying out any sales tactics or strategies because only then can these methods be properly applied without wasting anybody’s time!
Be Specific About The Results You Can Get For Prospects
This should be a no-brainer, but it’s an important point to reiterate: You need to be specific about the results you can get for prospects. Use examples of what you have done for other people in your industry, and quantify those results with numbers.
Keep in mind that your expectation should be realistic if you’re promising a 10% increase in sales, don’t give a prospect one example where they got an 89% increase.
Use stories to show how you can help them achieve their goals.
For example, if someone asks me how I am going to help them grow their company’s revenue from $2 million to $3 million per year by 2020 and double their headcount by 2025 (like this guy did), my answer is usually something like “I’ll do everything I can.” That’s not very helpful on its own!
Instead, here’s what I would say: “We’ve helped companies similar to yours achieve at least 20% revenue growth each year over the past five years by improving employee engagement and building stronger relationships with customers through targeted marketing campaigns.”
If you’re considering incorporating outbound email marketing into your strategy, our guide on The 12-Step Process to Get Started with Outbound Email Marketing provides a comprehensive roadmap to help you navigate the process and achieve successful results.
Build Their Trust By Building On A Shared Interest
Once you’ve established a connection and built trust, it’s time to ask for the sale. It’s important to note that this should be done only after the prospect has warmed up to your presence and feels comfortable with what you’re saying.
Here are some ways that you can get them talking about their problems:
Share a story about yourself. This could be something as simple as “I’m in the same situation.” Or perhaps more specific, like “My brother-in-law had this problem once…”
Share a story about a similar client or company who also struggled with [problem]. Another approach is to tell them about an issue that another company faced but was able to solve successfully by implementing [solution].
This is where those pre-call research efforts come into play!
Never Be Afraid To Ask For Referrals
This is one of the key things I learned from my first few sales jobs, and it’s something that I still remember today. Asking for referrals is an essential part of the sales process and should never be overlooked or avoided.
There are several ways you can go about this:
Ask for referrals from the start: If you’re cold calling on someone who doesn’t have any interest in your product or service (a past customer), you can use this time frame to ask them if they know anyone else within your target audience who could benefit from what you offer.
Ask for referrals at the end: The same goes if someone has asked questions that show interest in what you do. You can use this as an opportunity to find out if they know other people who may be interested in what you do as well!
Ask again on another call: This could happen when someone says “I’ll have to think about it.”
They might not realize they’ve given their consent by saying that without realizing it, but don’t let them off easy follow up with another call later down the road where there’s no pressure on them (and hopefully some less tension between both parties).
Use Negative Language To Unlock Their True Pain Points And Show That You Understand Them
Another way to connect with your prospect is through the use of negative language. The use of negative words, or “negative expressions” can be a great way for you to unlock the true pain points and concerns of your prospect.
Negative expressions include words like “don’t”, “never” and “no”. Instead of asking your prospects questions like: “Do you want an easy solution?” or “Do you want easy answers?” It would be better for them if you could ask them questions like these:
- “What don’t you want?”
- “What never works for you?”
- “Why shouldn’t we do this?”
Exploring different marketing approaches? Learn why opting for outbound marketing can be a wise decision. Our article on Why Outbound Marketing Can Be a Smart Move sheds light on the benefits of this strategy and how it can complement your overall marketing efforts.
Offer Something Of Value That Is Not Your Product Or Service
Don’t forget that you should also be offering something of value to the person you’re speaking with.
For example, if you’re cold calling a company and it’s a smaller firm, then maybe offer to send them some information about how they can improve their marketing strategy or save money on their marketing spend.
If it’s an agency instead, then offer your services as a freelance consultant for one month at no cost.
This will give them a chance to see what you can do before committing and allow you to put yourself forward in front of several clients as well as demonstrate your expertise on topics such as SEO or PPC advertising.
Conclusion
Remember that you are not alone in this. There are many people with similar goals out there, and if you want to succeed then you must be prepared for some hard work.
But if you’re willing to put in the effort and learn from your mistakes along the way, it will all be worth it when your cold calling campaign goes from zero to hero!
Further Reading
Explore more resources to enhance your understanding of cold calling and its strategies:
The Ultimate Guide to Cold Calling: A comprehensive guide offering in-depth insights and tips for effective cold calling.
Mastering Cold Calling: Strategies and Techniques: Learn the art of cold calling with expert strategies and techniques.
Cold Calling Guide: Tips for Success: Discover practical tips and approaches to succeed in your cold calling endeavors.
FAQs
What are the key elements of a successful cold calling strategy?
A successful cold calling strategy involves thorough research on prospects, crafting compelling opening statements, addressing objections, and building rapport.
How can I overcome the fear of cold calling?
To overcome the fear of cold calling, practice, preparation, and focusing on the value you bring to prospects can help boost your confidence.
Is cold calling still effective in today’s digital age?
Yes, cold calling can still be effective when combined with targeted research and personalized approaches that resonate with the prospect’s needs.
What’s the best way to handle objections during a cold call?
Handling objections involves active listening, empathizing with the prospect’s concerns, and offering relevant solutions that address their objections.
How can I measure the success of my cold calling campaigns?
You can measure the success of cold calling campaigns by tracking metrics like conversion rates, qualified leads generated, and revenue generated from calls.
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.