But the devil is in the details and deciding what to say on the call makes all the difference between whether you accomplish your objective or you hear a 'Not interested' followed by a click on the other end.
Here are some of your options:
- Use a script. The Internet is chock-full of cold-calling script templates, but that doesn't mean they're a good idea. 'Reading a script comes across as reading a script. It's almost as bad as being negative or sounding non-confident,' Handal says.
- Winging it. The other extreme to a scripted approach is 'winging it,' or deciding what to say at the spur of the moment. But experts also advise against that approach because it doesn't help you prepare for contingencies or taking the call in different directions depending upon the answers you receive.
- Prepare a framework for what to say. A third approach is to have an idea of what you are going to say and to think it through and write down talking points or a 'framework' for the call. Carroll calls this a 'call guide.'
Components of a 'Call Guide'
'The most important thing is using this call guide to help discover the information and drive toward your objective,' Carroll advises. 'Determine what are the questions that would help you drive that decision maker to set up a meeting or agree to a demonstration.' Those questions should include what your goal is for the call, what your value proposition is, and how does that value proposition connect to the person and the company you are calling. He suggests writing out the questions in an order that helps you move toward your purpose of the call.
Here are some questions Carroll recommends:
- What is the goal of the call? Are you looking to sell over the phone, schedule a demonstration or meeting, or offer to share written information with them?
- Who are you and what company do you represent? In 15 seconds, you should be able to introduce yourself, your company, and your company's value proposition.
- What can you offer the person on the other end of the line? Use your research to talk about the company or industry and how you can help address certain points of concern, whether those are improving cash flow, deploying technology, or other issues. If you have a case study or anecdote about a similar problem you helped solve for another company, tell it; just be sure it's crisp and concise.
- Why does your solution work? At this point, describe what distinguishes your product or service and how you can help the executive meet company goals.
- What's the next step? Should you ask about setting up a meeting, forwarding an information kit, or following up via e-mail? Achieve your objective by finding a way to continue the conversation you started in this introductory call.
Sometimes, an interesting 'hook' can reel in a call recipient and keep them hanging on. Handal says a colleague at Dale Carnegie still talks about the cold call he received from an advertising agency. 'The sales person said that it was his job to read The Washington Post every day and pick out ads that were ineffective and then he said, ‘Your ad qualified today,'' Handal says. 'That is the kind of pitch that either turns someone off as being critical or grabs their attention.' In this case, it grabbed the Dale Carnegie executive's attention and he set up a meeting.
Dig Deeper: How to Improve Your Cold-Calling Skills
Cold-Calling 101: Turning the Call into a Sale
Even though the vast majority of calls won't achieve your objectives, the following steps can help you turn that initial sales call into something more.
- Be in it for the long haul. Cold-calling works best if it's long term and consistent. 'Don't pressure your prospects to make a decision on the first call,' Carroll says. 'Take your time and follow up with more information. Listen to what they're asking and if you don't know the answer, let them know that and get back to them with an answer later.' The next phone call is always easier than the first.
- Make every call count. Don't hang up if you're told the person you're calling isn't available. 'Take time to be helpful to the assistant on the phone, or take the opportunity to update or verify the information in your database,' Carroll says. Ask if there is an alternative decision maker available, as well.
- Don't be too pushy. Don't try to talk your contact into something before they're ready simply because the timing works for you. 'Don't push just because you need the sale,' Handal says. 'It may be the end of the month and you haven't met your quota, but the more pushy you are the more likely the reaction on the other side might be negative.'
- Don't look at the executive assistant as a barrier. 'Executive assistants can occupy a significant place in the sphere of influence, as they likely have the boss's ear,' Carroll says. Don't treat them as less valuable contacts, and don't be afraid to develop a relationship with people with 'assistant' in their title.
- Gain opt-in. 'When you are speaking with a prospect, be proactive and request permission to e-mail any subsequent, helpful information,' Carroll says. 'More often than not, the answer will be in the affirmative, which provides another building block for staying in touch.'
Lastly, always remember to follow up. 'It is crucial that you follow up on your prospect's needs promptly and relevantly,' Carroll says. 'Keep in mind when you follow up that you also need to ensure you do so in the manner requested. If they decline a follow up phone call but ask you to e-mail them, make certain you do so.'
Happy prospecting.
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Recommended Resources:
How to Make Cold Calls
Author Brian Carroll shares his strategy for sales prospecting.
Cold Calling Secret Alternative to Using Sales Script
What if there was another way that you could connect with people on the phone without using a cold calling sales script?
Rules that Govern Telemarketing
The Direct Marketing Association provides a rundown on the Federal Trade Commission's telemarketing rules.
Cold Calling Techniques That Really Work
By Stephan Schiffman. Adams Media, 2007.
Lessons from 100,000 Cold Calls
By Stewart L. Rogers. Sourcebooks, 2008
Combine Cold Calling Efforts with E-mail Marketing
Many marketers with slashed budgets are looking to get more done with smaller investments.
