Making the Cold Call
Tips for making cold calls:
Prepare
Before you pick up the phone, research your prospect, set a goal for your call, and create a good script. The script should reflect what you know about your prospect. Use words that fit your personality and style and that demonstrate you’ve done your research.
Craft an engaging opener
The opening is crucial in a cold call. You’ve got only seconds to get the prospect’s attention. Do this by making interesting statements that relate specifically to the person on the other end of the line. Be specific and speak your prospect’s language. Your goal is to make the prospect curious and receptive. Examples of what prospects are likely to be interested include someone they know, especially someone they respect, or an understanding of an undertaking that is bringing them many challenges.
Focus on value
Once you’ve opened the call with an interesting statement, you can generate more interest by adding a statement about the value you can offer – for example, solutions to persistent problems or rising concerns; ideas for saving money, time, or resources; or ideas about new or creative approaches.
Ask questions
If you’ve managed to get the attention of your prospect with a value-focused statement, you should now be able to ask a few questions. Select one or two questions that help you better understand the prospect’s possible needs, problems, and challenges. Listen to the words and terms the prospect uses to answer your questions. You can use those terms later to demonstrate your understanding.
Suggest a next step
After you’ve sparked interested, asked questions, and listened well, you should be able to suggest a next step. Thoughtfully transition from questioning to restating your understanding and recommending the next step based on what the prospect has told you. Get the prospect’s agreement on the next action, which could be a face-to-face meeting, another phone call, an agreement that they’ll view your literature, or other actions.
Prepare
Before you pick up the phone, research your prospect, set a goal for your call, and create a good script. The script should reflect what you know about your prospect. Use words that fit your personality and style and that demonstrate you’ve done your research.
Craft an engaging opener
The opening is crucial in a cold call. You’ve got only seconds to get the prospect’s attention. Do this by making interesting statements that relate specifically to the person on the other end of the line. Be specific and speak your prospect’s language. Your goal is to make the prospect curious and receptive. Examples of what prospects are likely to be interested include someone they know, especially someone they respect, or an understanding of an undertaking that is bringing them many challenges.
Focus on value
Once you’ve opened the call with an interesting statement, you can generate more interest by adding a statement about the value you can offer – for example, solutions to persistent problems or rising concerns; ideas for saving money, time, or resources; or ideas about new or creative approaches.
Ask questions
If you’ve managed to get the attention of your prospect with a value-focused statement, you should now be able to ask a few questions. Select one or two questions that help you better understand the prospect’s possible needs, problems, and challenges. Listen to the words and terms the prospect uses to answer your questions. You can use those terms later to demonstrate your understanding.
Suggest a next step
After you’ve sparked interested, asked questions, and listened well, you should be able to suggest a next step. Thoughtfully transition from questioning to restating your understanding and recommending the next step based on what the prospect has told you. Get the prospect’s agreement on the next action, which could be a face-to-face meeting, another phone call, an agreement that they’ll view your literature, or other actions.
Don’t listen to claims that cold calling is dead. It’s alive and well, and remains an effective sales tactic. This Business Impact explores how to engage prospects during a cold call and, ultimately, get them to take action.
Experienced sales professionals who wish to improve their ability to make effective cold calls
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