Cold Calling Is A Number Game

Calling a prospective client 'cold' can be frightening, especially one who is unreceptive and very busy. Melissa Williams, in an article on Yesware, shares tips to make the process more structured and less daunting to help you along every step of the way.

How to prepare

Research - Track down key information about the prospect and personalise calls so that you offer more value and show investment in the person. They will appreciate the extra effort made and be more open to conversation.

Write an Outline of What You Want to Say - Write up a quick (30 seconds or less) cold call script that you can reference on the phone. The idea isn’t to read from this verbatim, but to use it as a guide to help you communicate your message clearly and confidently. Remember: The goal of a cold call isn’t to pitch to someone on the spot but to get them to commit to your follow up meeting/call at a later date. You can also borrow from call scripts, which are available widely online. Adapt them to the purpose of your call.

Take 1-2 Hours to Go Through Your Call List - The only thing in front of you should be your call list and script. Anything else can be a distraction while you are on the phone.

Practice with a friend over the phone: Rehearse what you want to say. It will build confidence. Prepare a strong opening sentence, as you have ten seconds to prove you’re worth talking to and differentiate yourself from other callers.

The best times to cold call

Know the Best Times to Make Cold Calls  - Weekday afternoons are the best time to make cold calls, according to Yesware’s analysis of over 25,000 sales calls. The majority of calls lasting over five minutes occur between 3:00-5:00 pm on Tuesdays or Thursdays. Also make sure you find out what time works best for your prospects. You can also consult some research firms like Yesware, which provide data to understand which times are better.

Use Trigger Events to Get Your Foot in the Door - Using various resources, you can find out ‘trigger’ turning points for your prospect (individual or company) including M&As, new people movements and the company winning large contracts. This means you can have a higher chance of being welcomed with interest due to timeliness.

While on the call…

• Keep your goal in mind.
• Use social proof to influence behavior.
• Ask open-ended questions to give them more room for response.
• Watch your tone of voice. Without facial expressions and body cues, you can only convey your points with your words and tone of voice. People respond well to mirroring, so try to match their tone of voice or speech patterns.
• Don’t give an easy way out – try to keep them on the line with personalized statements, rather than start off asking if it is a bad time.
• Lead with them, not you, and make sure you let them talk about themselves and their favorite topic to gain their attention – avoid talking about yourself, which is what people tend to do 60% of the time.
• Listen, and not just talk, to build trust.
• Don’t waste their time. Cold calling is essentially intruding on someone’s day, So proving your value by doing the necessary preparation above, and then keeping the call brief, can earn you respect.
• If you really are directed to a voicemail, say who you are, then end with a note that piques their curiosity.