Cold calling is a sales and marketing strategy in which a
salesperson calls unsolicited leads to sell a product or service. The consumer
may or may not have directly expressed interest in the product or service before
being called. Sales representatives typically get lists of cold call leads
through subscription forms, referrals, word of mouth and networking.
Cold call leads are not expecting your call, which can make
the process of convincing them to buy difficult. However, with the right
preparation, a thoughtful approach and scripted prompts, you can keep them on
the phone and convince them to buy.
20 tips for effective
cold calling
Cold calling can be a challenging but often necessary part
of a successful marketing strategy. Consider these tips to help you prepare and
deliver an effective cold calling campaign:
How to prepare for a cold call
Before you start the dialogue and bring home the sale,
you’ll need to prepare. A lot of research, rehearsal and planning goes into an
effective cold call. Here’s what to do:
1. Research your
leads
By researching the leads in your call list, you can gain
valuable insight into how to approach each case. People are more likely to
listen to and then purchase from you if you can make them feel valued.
For example, you may be provided with a state of residence
for your call list, and acknowledging something as simple as the weather in
their region can show a potential lead that you are engaged in the
conversation. This personal approach can be more persuasive to a prospect than
sticking only to your sales pitch.
You might also research what your prospect’s role is if
you’re selling them a product or service at their business. Try to find out
what their job entails, what their company does (if you are reaching out to
businesses), what industry they work in or if you have any mutual connections.
Any way you can make a personal connection between you and
the lead will enrich the dialogue and offer you a better chance of a sale.
Related: What You Should Know About Planning a Sales Call
2. Stay up-to-date
with current trends
Get familiar with your prospect’s industry by monitoring
shifting trends, new legislation or other developments within it. You can then
use this information to help you connect your product or service to a need your
prospect has because of business changes.
Example: If you are selling IT security software to a bank,
consider browsing news articles, quarterly updates and other sources that could
tell you about any past security breaches the bank has had and what solutions
they have implemented to protect their customer data.
3. Create a script
Writing a script beforehand of what you want to say can help
you organize your key points, polish your introduction and prepare for
potential objections. In brainstorming your cold call script, try to get your
prospect’s attention in 30 seconds or less. Remember, to avoid sounding
unnatural, a script should be used as a guide and not read verbatim.
As you write your script, consider including key elements in
your introductory sentence, such as a common interest to initiate the
conversation and a qualifying statement that tells your prospect how your
product or service can meet their needs.
Example: “Hi, Jacob, this is Barbara from System GO LLC, and
I’d like to steal just a minute of your time. I’m calling because I noticed on
your site that you are hiring new sales reps. Several local companies are
already using System GO to help their sales reps double their conversions and
book appointments. How would you like to do the same?”
Read more: How To Create Cold Calling Scripts (With
Examples)
4. Calculate your
quota
Know your quota. You can use a spreadsheet to help you track
cold calls by hour, day, week or month. Track the time it takes to reach a
prospect, get them interested and converted to a warm lead. The less time it
takes, the more cold calls you can make toward your quota.
Example: If your quota is to make a total of 320 calls per
day, with a conversion rate goal of 80%, that means you will need to target 40
calls per hour, with at least 32 of those calls being converted to warm leads
or paying customers. With these numbers, your average call time will be around
one-and-a-half minutes long.
Read more: What Is a Sales Quota? Definition, Types and
Examples
5. Use a local number
If you work as an independent contractor or out of a sales
call center, consider using a local number when you contact people on your
list. Using a local number can improve the odds that someone will answer your
call. Often, when prospects see an unfamiliar number with a long-distance area
code, they may consider it spam and not answer.
Example: If your prospect’s area code is 555, use a local
number with the same area code.
6. Practice cold
calling by role-playing
Practicing your cold calling techniques by role-playing with
friends and family can be an effective tool in developing your skills. Practice
with your script, reading and summarizing it in conversation, and then try some
mock calls. Ask them for constructive criticism on your delivery.
Read more: How To Be Good at Cold Calling
How to make an effective cold call
Once you’re prepared, use these tips to make an effective
cold call:
7. Contact the right
person
Before you make your cold call, make sure you have the right
contact. Companies often have an individual or team devoted to purchasing
decisions on behalf of the organization. Ask to speak to the individual by name
so you have a better chance of being transferred to their direct phone line.
Example: “Hello, my name is John, and I was wondering if you
could help me, please. I am calling to reach Dr. Phillips. Could you transfer
me over?” or “Hi, my name is John, and I am calling to reach Dr. Phillips. What
is the best way to get in contact with them?”
8. Call at the
appropriate time
Research the best times and the ideal days for the market
you want to sell to and make your calls then. You can also use tracking
software to show you the different percentages of leads that are available
during different times of the day. For instance, you may find many of your
leads are reachable—and maybe more receptive—during the morning hours.
9. Keep them on the
phone as long as possible
When cold calling, you have about 10 seconds to prove that
you have something valuable to say so keep that in mind while planning your
script and initial introduction.
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