The days of “spray and pray” telemarketing—or hoping an oversaturation of impressions will lead to conversions—may be long gone, but that doesn’t mean cold calling is dead. Service companies that target homeowners still get good results with it, and B2B cold calls can also be effective, especially if the callers use targeted lists. In this article, we’ll discuss how you can increase the efficiency of your cold calling.
What is cold calling?
The term “cold call” refers to an unsolicited first contact with a prospect. It could be a phone call, email, SMS, or social media direct message. Cold calling could also be an in-person visit, like a vacuum cleaner salesperson knocking on your door. The characteristic that makes it “cold” is that the prospect has not previously expressed interest in your product or service.
Cold calling in the digital age is not random—it’s highly targeted. Another misconception is that no one likes to do it, but companies that specialize in cold calling are highly profitable. Salespeople who are good at it are well-compensated. In fact, modern technology, like predictive dialers and CRM systems, have made cold calling more effective than ever.
Ways to improve your cold calling
The primary elements of effective cold calling are contacting people who want or need what you’re offering and saying the right things to keep them engaged. Opening lines are important, and properly reading prospect responses is the key to making sales. The following cold calling tips should help you and your team improve in both areas.
1. Use your data to target
How do you know they want what you’re selling? Figure out who your “ideal customer” is and create a profile for them. There are companies that offer targeted lists of people who match that profile. If your ideal customer is a middle-aged homeowner with children, limit your cold calling to those who fit that description. Just don’t call them late at night when the kids are asleep.
2. Develop a script
Experienced salespeople sometimes sound like they never needed a script. Don’t be fooled by that—everyone starts out with a script. You shouldn’t wing it because it sounds unprofessional and you’re not likely to make sales if you have uncertainty in your voice. Don’t worry about sounding like an automaton in the beginning. Every repetition of those scripted words helps build confidence. You’ll get so confident that you’ll be able to adapt your script on the fly depending on how a prospect responds.
3. Be different
Differentiation is a key element to success in any sales campaign. If you sound like everyone else, you won’t get good results. Find a way to stand out so people are willing to engage. Be personable and empathetic to what their issues are. Your job is to identify pain points and offer a solution. If you’re approaching by email or SMS, personalize the message.
4. Make sure you’re talking to the right person
There’s nothing more frustrating than doing a stellar sales presentation to the wrong person. B2B salespeople often make this mistake when they first start out, but it’s a mistake that great marketers learn from quickly. Make sure you’re communicating with a decision maker. If the company has a gatekeeper, convince them that what you have to say to the decision maker is worth their time.
5. Ask questions that spark thought
The best way to get someone to spend money is to convince them it’s their idea. Ask open-ended questions while on the phone with them. A good example of this is: “Why do you think that’s happening?” Get them to talk about their situation and guide them to the solution you have to offer. If they’re thinking about it, they’ll be willing to extend the conversation.
6. Handle pushback with grace
Cold calling is difficult because there’s always resistance. Prospects are not expecting your call, so they’re going to push back. Handle that gracefully, and have confidence in your offering. The sale will never happen if you come across as being offended. Respect the other party’s opinions and build rapport. Relationships matter in business, whether the prospect buys or not.
7. Know how to take a hint
Pay close attention to what’s being said on the other end of the phone. If someone is genuinely not interested, let them go and leave a good taste in their mouth. They could be a prospect for another day. If you’re too pushy, they’ll never talk to you again. Take the hint and get off the phone. If you get negative pushback in an email, take them off the list.
How better cold calling can increase sales
Using these tips to improve call quality can help you convert more customers. They can also be applied to SMS, social media DMs, and email. Use data providers to find targeted lists, write a script, differentiate your offering, and make sure you’re talking to a decision maker. During the conversation, ask thoughtful questions, handle pushback with grace, and know when to take a hint that they’re not interested. Cold calling works if your team can do it effectively.
