One of the most frightening tasks for a sales rep is the cold calls function. With hundreds and thousands of companies cold calling even greater number of prospects every day, the feasibility, as well as the function of cold calls is becoming competitive and questionable. However, if you’re assigned to do some cold calls by your boss, follow these guidelines and make the best out of them.
There are ways through which you can make cold calls more attractive to a buyer’s perspective. Not too many of us actually get excited about getting in to a prospecting conversation with a total stranger.
Cold Calls Are Basically Introductory Calls
The first and the basic rule you need to understand is that cold calls are NOT sales calls! They are introductory calls.
Among one of the most critical prospecting methods; when done correctly, it can be an effective tool to qualify more leads for your sales department. You must know that your cold calling efforts will take some time to pay off. Cold calls are a time consuming process and you should never expect instant results from it. In both outreach and marketing, there is nothing that goes without a proper plan. So make sure that you have a plan before picking up the phone.
Here are the things you need to keep in mind before dialing in on a cold call.
Set goals for cold calls
It is important to set clear goals for cold calling. You must understand what outcome is valuable to you. Set well defined success metrics and also define ways to reach that goal. Generally, outcomes vary widely and depend on your product as well as the industry you are operating in.
Do Your Home Work
You should have a targeted list of the companies, which is going to be of great help to you. Get some information about prospects from the list broker who provides you with them. Remember, people can talk to a complete stranger who knows them well and can help them achieve their goals. But they can’t talk to someone who neither knows them nor has any idea of how the offer is going to help in any way.
Write a Script Before Making a Cold Call
It is good to write a script before you cold call someone. Writing a script does not mean that you should have dialogue lines. Keep it simple and just prepare answers for some typical questions. It will kick off a good conversation. And remember, learn from every prospect you are calling. It will be good to know about their needs and will also help you make your pitch more genuine, specific and actionable.
An important part here is to avoid being perceived as a robot. Remember that writing a script does not mean that you should have a complete dialogue book ready. Just have facts, figures, solutions, success stories and everything that you might need to tell your prospects IF they are interested enough to carry on the conversation.
Timing is Everything in Cold Calls
Well this fact is self-explanatory. Calling the right person at the right time, with the right pitch and the right follow up is the key to success. In order to do so,
- You must know when to initiate the first call. Do some related research on the targeted companies.
- Having a direct number of the prospect will save your time.
- You are more likely to qualify the lead with early morning cold calls than calling after lunch because people will be still in a post lunch daze.
- Usually cold calls last about three minutes.
- You are more likely to qualify a B2B lead if you are talking to a prospect for more than 15 minutes.
- You should now adopt an aggressive approach by not ending the call without a call to action!
As a sales rep you should understand that the key to any successful cold call is to sound like a real person. Be flexible and always listen to what prospect is saying and where they want to take the conversation. It will help you learn more about them and you will start thinking about issues and ideas you never thought of before.
Being a sales rep, you would have to dial cold call someday so be ready when it comes.