We’ve been doing cold call prospecting for our clients for over 20 years, for all kinds of B2B companies, and we’d like to give you some tips about how you too can be successful at prospecting, using cold calling.
Here are 6 tips to make your prospecting (cold calling) more effective immediately.
1: Do your research first.
2: Use gatekeepers as allies.
3: How to open a cold call.
4: What to say during the call.
5: Avoid discovery.
6: How to leave an effective voice mail message.
#1 – Do your research first.
You have to know the name and responsibility of the person you are calling. If you don’t know, do an Internet search of the company name and title. Most often you will see a LinkedIn listing come up, although the name you are looking for may appear from other sites.
LinkedIn will usually have the person’s background and company information, including company growth rates, employee count, and the number of sales reps, etc., when you search the company profile. You may need to buy and use one of LinkedIn’s paid resources, such as Sales Navigator.
Also, if you have a connection within that company, or one of your LinkedIn connections is also connected to the person you will call, ask that person if they would give you some information on the person you want to call.
#2 – How to use gatekeepers, especially receptionists, as allies.
You will encounter gatekeepers in many forms when you call, so make them allies. Such people as receptionists, or Executive Assistants, are the most likely people who will answer the phone. Always ask their name, so that you can make them feel more friendly towards you.
The receptionists will usually just put you through. These days you would first ask if your contact is in the office or is working remotely. If remotely, ask for the contact’s cell number or if another number is available (contacts often leave another number on their voicemail greeting).
If the person you want, isn’t in, or is busy, ask the best time to call back, when you could reach them. Asking the receptionist to have them call you will lead to a dead end. Always ask and then call back.
The Executive Assistant’s role is to support the executive. We find these people quite helpful.
A good Executive Assistant will usually ask what you want, and if the person you are trying to reach isn’t the right person, they will usually tell you who is responsible. There is a good chance he/she will tell you because you’ve been kind, and have given him/her good information.
Often, the gatekeeper will ask you to send them something that they can give to the executive. Don’t just say OK, hang up and then send them “something”. Ask them what sort of thing the executive would want to see, so that it would be beneficial to them. If the receptionist doesn’t know, try explaining again, so that they fully understand why you are calling.
#3 – How to open a cold call.
The first thing you need to do is give the person who answers the phone, your name, your company, and the reason for your call. The reason you’re calling is to learn a little about their business, to see if they are interested, and more importantly, to set up the exploratory call that will follow.
You will probably need an opening sentence that is longer than usual, so you can explain why you are calling. Start off by saying, “The reason for my call is…” If possible, use a reference point about why you’re calling, like a referral, or a similar company, etc. See #4 below.
Humans need reasons, even if they’re not particularly strong reasons. People just need something to explain what is happening. Opening your call with this phrase, fits a familiar pattern, and puts your prospect’s mind at ease.
#4 – What to say during the call.
No one here ever dials a number without a script. You know your products, you’ve spoken with many prospects, but a script will keep you on track. Even if the prospect goes off on a tangent, a script will bring the call back to your agenda.
The basics of your script include:
Be clear. Be brief concise. You only have a couple of minutes!
If you need help with your script, contact us. We’ll work with what you have and help you make it razor sharp. And there’s no charge for this.
#5 – Avoid Discovery.
“Listen twice as much as you talk” doesn’t apply to cold calling.
Cold calling isn’t about discovery –it’s about selling the meeting.
It’s your job to sell your buyer on why they should attend the meeting. You can get into asking about their “top strategic priorities” later, when you book the meeting.
#6 – How to leave an effective voice mail message.
There are a number of ways to leave an effective voice mail. It can also depend on how many voice mails you’ve already left.
You can be direct and tell them exactly why you called, and what they will get by calling you back.
Here is an effective voicemail script;
You can also be a bit vague about why you called by saying something like; “Hi, it’s (your full name), from (your company) and I’m not sure if you’re the right person to talk to. It’s not urgent but could you call me back when you get a chance at (phone number).
So, there are 6 tips you can follow, to make a more effective cold call.
Like any skill, cold calling needs to be taught properly and needs ongoing coaching and practice to be performed successfully.
So, what do we do, at York Consulting, that is different and gives you the success you want?
Cold calling and appointment setting is our business, and we’ve been at it for over 20 years.
Let’s face it, most sales people really don’t like cold calling. They would rather engage with their current customers, because they are easier to sell to, and they enjoy speaking with them.
So, what can you do to get new customers, and possibly even get back in touch with past customers, especially during these Covid-19 times?
You can let us make those cold calls for you.
We’ve been doing it for 20 years. So, we’re pretty good at it.
That is what we do best, B2B appointment setting and lead generation for your sales people, with your prospects.
Salesforce has found that response to a calling program is 27 times greater than email.
We guarantee that every lead and appointment will be qualified to your specifications.
Are you ready to initiate change for the better?
If so, let us help you get a jump start with your 2021 sales goals.
Contact us today and we will get back to you ASAP, to discuss your needs and how we might help you.
There is no charge for this, and most companies learn a lot, just by talking to us.
So, don’t wait. ACT NOW