Cold call leads are not expecting your call, which can make the process of convincing them to buy difficult. However, with the right preparation, a thoughtful approach and scripted prompts, you can keep them on the phone and convince them to buy. Here are some more tips…
10. Keep the conversation personable
Even though you have an objective, the calls you make should be friendly and engaging. Remember, your prospect could be visiting with family, working or eating lunch. Show them the value in taking the time to speak with you by asking about key points of interest that you included in your script. The goal is to keep the conversation casual and inviting.
Example: “I see you attended UNC. My best friend went there, too. What did you study?”
Related: 11 Ways to Deliver Great Customer Service
11. Talk about them
When you get your prospect on the phone, lead the conversation by asking questions and showing genuine interest in their answers. Letting the prospect talk while you listen can be an effective and highly persuasive strategy to get them to feel comfortable with you, which can ultimately result in a cold to warm lead conversion, and even an eventual sale.
Example: “Can you talk about your current marketing strategies? How well do you feel these strategies are working for your business?”
12. Focus on your goal
While it’s important to develop a rapport, don’t forget your goal and gently redirect the conversation if it gets too far off track. Moreover, have a well-defined goal for that first contact. It might be just to introduce yourself, get more contact information from them, set up a formal meeting or make a sale.
13. Use trigger-events to elicit interest
When a big change happens to your prospect’s business, such as a new product launch or a recent high-level executive hire, use the opportunity to get in contact and show your prospect how your product or service can help them during their transition.
Example: “Hi, Debbie. I’m calling on behalf of Wider Scope, Inc, a branding company that also works with outbound lead generation. I just wanted to offer my congratulations on securing your new partnership with Canon Leads, LLC. I love what you guys are doing at Outbound Sales, Inc!”
14. Ask open-ended questions
When speaking to your prospects, ask questions that will require more than a one-word answer. You want to get your prospects talking, expressing their needs and gaining their interest. One method of applying this strategy is to start questions off with “who,” “what,” “where,” “when,” “how” and “why.”
Example: Instead of asking “Would you like to hear my formula?” (which can result in a one-word answer), ask: “How do you feel about learning about my formula?”
15. Avoid pitching too early
Even though your cold calling goal may be to get to your sales pitch, if you push it too early, you risk them ending the call before you have the chance to introduce your full pitch. Build a rapport with your prospect and identify a specific problem or need that you can solve with your product or service. Once you have reached that point, then you can present your sales pitch.
Example: “Hi, Gail, this is Laura from Cyber Security Solutions. How are you doing today? Great! I just wanted to reach out because I noticed that you are in the market for cybersecurity software for your online banking platform. As a banker, I know how your customers feel about their finances being protected, and I’d like to help you continue that security for your clientele. How would you feel about learning more of what Cyber Security Solutions can do for your institution?”
16. Be specific
Just like a pitch that comes too early can scare off a potential lead, being too vague in your message can also risk a lead. Be clear and concise in speaking with your prospect and be specific about how your product or service can be of value to them.
Example: Instead of “I’d like to ask you a few questions,” consider being more specific with “I’d like to ask you a few questions to see if you would be a good fit for our monthly subscription service to our platform.”
17. Ask for referrals
When you make a sale or get a signup or an opt-in from a cold call, ask your lead for a referral. Your request can lead to more prospects who may be interested in your product or service.
Example: “You should expect your first issue of Software Monthly by next week. We also offer $10 off your monthly subscription for each friend you refer. Can you think of anyone who would also benefit from using our resources?”
18. Leave a message
If you call and you get voicemail, make sure to leave a message. Here’s what to remember:
• Keep it short—no longer than 20 seconds.
• Use your prospect’s name.
• Introduce yourself.
• Be friendly and enthusiastic.
• Add some detail of urgency.
• Do not try to sell. Instead, try to entice them to learn more.
• Be sure to follow up in a few days if you have not heard back.
19. Identify and then implement ways to improve
Consider taking notes on what parts of your conversations with prospects elicit the most engagement and interest. These pieces of conversation can help you improve your pitch and develop persuasive rebuttals for your next call.
20. Learn from rejection
Part of identifying how to improve is accepting rejection—sometimes a lot of it. A combination of practice, preparation and strategy revision will help reduce the amount of rejection you encounter, improve your confidence and improve your overall sales.
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