Essential Tips for Effective Cold Calls

If you’re new to cold calling I’m pretty sure that one way or another you have already come across some self help or confidence boosting articles that will hype you up for your task, which don’t get me wrong, is a good thing. There’s nothing like a pep talk before you go out into the field for the big game.

So now you have some notes and memorized the script, you can almost see the words floating right in front of your eyes. You take a deep breath as you listen to the ringing and wait for the person on the other end of the line to pick up. When that person picks up, you start shooting out the information you’ve rehearsed like the terminator on a rail gun and in 5 seconds you get cut off by the customer saying he’s not interested and hangs up. Don’t worry, lot of salespeople make the same huge mistake. When making calls, often times they tend to mix up cold calls with a sales calls, which is completely different.

What are Cold Calls?

The cold call is for the purpose of breaking the ice and it allows you to set an appointment for an actual sales call. During the cold call stage, you try to warm up to each other and probe around for some snippets of information that will be of great help for the sales call, i.e. his opinions and issues with current service provider and what he dreams to achieve in the process. These are useful bits of information that can be dug up with small talk and some good questions.

Now I’ll be sharing with you five tips that could help your effectiveness and efficiency when it comes to cold calling.

Tips for Cold Calls

1. Not everyone on your list is a worthy customer.

Before jumping into a call, it always pays to know more about who you’re calling. This will give you an idea about who you’re dealing with and if their company is the right size that your company caters to. There are instances that you may have thought you struck gold with an interested party only to find out later on that he runs a small one man business and could not afford your services. Now you just wasted both each other’s time with a dead end deal when you could’ve been talking to someone else and he could’ve went on his business filming cat videos.

2. Don’t spend too much time researching.

Now this may seem contradictory to what I’ve said with the first tip, but there is a big difference between having an idea and conducting a case study to. Only research essential information and details that the customer may have already provided. Don’t dig too deep. You might spend 10-15 minutes digging up information only to realize this is something you could easily ask 1 minute into the call. But the worst thing? You spent more time researching than being on the phone with the prospect.

3. Get in touch with the person in charge

It’s always important to speak with the person in charge. If he is not int the office, ask for the best number to reach him, like his mobile. If they can’t give that out to you, ask for the best time to reach him at the office and call him then. If that doesn’t work, stop beating around the bush talking to the gatekeeper all the time hoping to get lucky and ring when she’s on sick leave. From experience, that will only leave you talking to a substitute gatekeeper. Just drop it for now and get on to your next prospect.

4. Keep it brief and simple

Don’t shower your prospect with information he does not need. He doesn’t need every single detail about your company’s services. Remember the purpose of the cold calls is to warm thing up and schedule a longer sales call. Find a general issue that your target market all share and bring it up. Work on that then throw in the solution that your company can provide and how it will add value to his business. Once value is established, breaking out the price later on will come as a lesser of a challenge.

5. Set the Appointment

When setting the appointment, make sure to ask the prospect when it is most convenient for him to discuss matters further. It is essential to have him set a schedule wherein his only focus will be for your call. Preferably before or after office hours, never during his lunch break as it will not be effective talking to someone who is in a hurry to have lunch or to get back to work.

Off days like Saturday are also considerable and if he sets that schedule for then, it’s most likely he has a higher level of interest on your proposal considering he’s willing to take a piece of his weekend to talk to you. Never book an appointment more than two days after the initial call. This ensures you that the spark from the initial call is still there and makes it easier to pick up from where you left off.

So there you go, my two cents on cold calls. This is no cure-all or miracle recipe but it’s bound to help one way or another so I suggest you keep an eye out for what works for you coz you never know, it could be one piece of advice that could help someone close a sale and turn their lives around. Let’s help change the world cold calls, one hang up or voicemail at a time.

Carlo Nava

Carlo Nava

Carlo is Project Assistant's Sales Executive. He is in charge of inviting clients to take advantage of PA's international standard service and make their business globally competitive. He hangs out at the office, free loading on coffee and snacks. on some days he does Sales for Project Assistant, on most days he doesn’t need to. Because the service sells itself. Carlo paces himself and starts the week by being awesome on mondays and slowly work it up to Faaabulous (hairflip) by weekend. He also loves to sing, but singing doesn't love him back.