Here are 7 key strategies to think about before making your next cold call.
1. RESEARCH BEFORE CALLING
Now I'm not talking about spending 30 minutes or hours researching, simply check a little bit of info to help you with capturing their attention. Realistically there is no cold calling anymore it is more warm calling. Gain a name from Linkedin, check out the company news or perhaps a blog that your contact has written recently anything you can use that will help with your introduction to generate interest and connection.
2. KNOW YOUR AUDIENCE
You must adapt to the type of audience you are calling. For example your tone , your introduction and how you capture the attention of a one man band builder is not going to be the same as getting past a PA to a CEO of a major corporation. You have to adapt to the audience you're engaging with.
Engaging with corporates, sound more corporate. Engaging with builders sound more down to earth and direct.
Little changes to your approach with your different types of audience will work wonders.
3. BUY YOUR AUDIENCE'S TIME
Depending on the call, so not always, but what can help is opening up with gaining a commitment of their time to speak. Here's one I've used to great effect...
"Hi is that Chris?"
"Hi Chris, this is Stephen from Mindcell have I caught you at an ok time because I know your'e busy so I'll keep it brief?"
You will hear them think about it for a split second and then they will say yes go on if it's brief.
The key thing is not to pause at any point in this sentence. Say it right to the end without pausing.
When you nail this line, they will give you the time to speak.
4. AIM TO GENERATE INTEREST
Your first 30 seconds must aim to generate interest. Too many make the mistake of talking about their company and how many years they've been established. Use the I.A.O. method video here: https://vimeo.com/413096168/2593b345dc
You want to use association to gain their interest.
5. BE READY TO ACTIVELY LISTEN & DON'T CUT THEM OFF
According to Gong the average successful cold call lasts 5:50 (compared to 3:14 for unsuccessful calls) and includes an uninterrupted sales pitch of 37 seconds – about 50% longer than average.
If these timings are anything to go by then it should make you realise how important it is to listen when the prospect is talking. Too many outbound sales people cut the customer off because they're desperate to capture their attention and gain some success with the cold call.
Relax, listen and talk with confident purpose. If they don't listen to you then you won't want to deal with this person anyway.
6. HAVE THE MINDSET OF A DOCTOR
Change your mindset from cold caller to doctor. You're calling to see if you can help them. Don't think of your calls as sales pitches, think of them as diagnostic consultations. When you change your mindset to one of a doctor then you are much more relaxed and consultative going into them.
7. DON'T USE OLD SCRIPTS THAT MAKE YOU SOUND LIKE A SCAM
Now don't get me wrong there is nothing wrong with a good script in fact they are pretty essential in certain areas however make sure your script doesn't sound like a scam. When people have heard the same lines their brain triggers an alert response that this is a sales call or even worse a scam.
Here's one example I heard recently "Hi I'm calling from XYZ Company and the reason for my call today is that your line has been selected for an account review." This just sounds too scammy. (I may have just invented a new word)
I recommend removing " The reason for my call today" as this just screams sales call.
Now a better way of saying this that won't trigger those feelings as much is the following:
"Hi (customer name) its Stephen calling from XYZ Company. Today's call is for an account review on your line to potentially see if we can apply extra benefits to your current line and possible bill reductions for you."
So, have a review on what you say and does it trigger 'THIS IS A SALES CALL or WORSE THIS SOUNDS LIKE A SCAM'!
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