Cold calling” consists of calling cold prospects in order to transform them into hot prospects. The first contact is very delicate, with the risk of losing a potential client if the call is not well prepared. Here are some tips for a successful approach during a cold call.
Target and select the target to prospect
The purpose of a cold call is to make calls to people who are initially reluctant, considered as cold prospects. Cold calling is a prospecting method generally used for B2B telemarketing campaigns. In order to save time and to choose your approach efficiently, you must first identify the prospects. It is essential to determine which companies or individuals to call if they match your offers and references. Once you’ve identified your target, you can use tools such as Kaspr to quickly obtain contact information for your prospects. When prospecting on LinkedIn, you can dig up your targets’ phone numbers and email addresses in a few clicks with this extension.
Find out more about the person you are talking to
Don’t hesitate to consult your prospect’s profile to get to know him better. You can mention and exploit a funny situation or an original fact shared by the person during your first contact. This will make it easier for you to anticipate their objections. Furthermore, you can establish first contact with the target, by commenting on their publications for example. This will give you the impression that you already know them and will make it easier to break the ice. You will also be able to understand their environment, their problems…
Carefully prepare a call script
Unlike mailing, phone calls have the advantage of being faster. The contact and the quality of the pitch play an important role and must be impeccable. It is therefore important to have a relevant call script in front of you, with a matrix of responses adapted to the prospect’s reactions. Ideally, you should opt for a conversational approach.
Humanize your contact
When the caller picks up, introduce yourself in a calm manner. Give them time to breathe and ask questions about you. While your prospect is wondering if you know him or if he knows you, ask him an interesting question to get him talking. To do this, choose an open-ended question that will make them smile and start a discussion. Don’t get right into it. However, use some sales techniques and position yourself subtly. Don’t talk directly about the company you represent, but rather about your partners, for example. State one or more issues you are dealing with and ask your interviewer if it concerns him or her. The answer must be “yes” if your prospecting strategy is effective.
Use your prospect’s arguments
The right attitude to have during a cold call is to be polite, persuasive and persistent in all circumstances. Don’t stay stuck on your script and avoid a classic sales pitch. You must adapt your speech according to the reaction and the answers of your interlocutor. The goal is to get them to agree with you by using their own arguments while solving their problems with your offer.
Anticipate your contact’s refusals
In most cases, the prospect will distrust you by pure reflex. If he prevents you from continuing the conversation and/or your argument, it is possible to anticipate and bypass the most common negative responses.
- If the prospect “doesn’t have time to talk to you”, ask for the right moment when they can give you three minutes to see if the offer is suitable. Since this time is fairly short, they are usually able to give it to you immediately.
- If the prospect asks you to send him an email, accept while asking him to specify his needs. This is in order to personalize the message or email containing your offers as much as possible. It is possible to send automatic messages and invitations on LinkedIn with the Kaspr sales automation tool.
- If the prospect can’t make a decision right away or says they are already working with a provider, find out how you can be involved in the decision process. Prospects may already have contracts in place and/or arbitration agreements. So ask about the players and the context to determine the best way and time to get involved. Also ask about the location and timing of the future decision making.
Whatever the answer of your interlocutor, let him come to you and listen to him actively. If necessary, make it clear that the decision is theirs and that you understand them.
To conclude
In short, even if the prospect has not yet been contacted or has not expressed any interest in your offer, it is essential to prepare a cold call script. The approach is more effective if you take the time to discuss with your interlocutor and let him/her feed the conversation. Once a relationship of trust has been established, talk about the issues that affect your contact, propose your offer or make an appointment.