Six Cold Calling Secrets That Can Still Work Today
Sep 16, 2022
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Many would say that cold calling is a thing of the past, especially with the rise of social media marketing. It is much easier to post often on various social media platforms than to deal with no after no over the phone. But is that alone enough to close new business? In my experience, nothing can replace a real voice with a personal touch. Here are six tips for effective cold calling:
1. Understand the purpose of picking up the phone. Cold calling is not the same as telemarketing. The purpose of making a cold call is not to sell a widget. Nor is it to share what you do. The purpose of a cold call is to develop enough interest in your product or service for the prospect to want to meet with you. 2. Know your plan of action. Does it take 1 in 10 or 1 in 30 calls to obtain a first appointment in your industry sector? How many meetings do you average per week in your business? How many of those meetings turn into deals? Knowing your numbers is key when making cold calls because then you know what to expect. Plus, it allows you to keep pushing forward, despite the “expected” rejection that takes place. We cannot avoid rejection. Why not embrace it and use it as fuel to get closer to that yes? A bunch of nos eventually lead to that yes. MORE FOR YOU
3. Target the right people. Next, stop wasting time with the wrong people. Just because you had a great call with someone, it doesn’t mean they have the decision-making power or budget to work with you. Know who you are calling and why. Focus your time wisely. Be precise. Make sure you have a message that is clear and easy to understand. 4. Circle back. Most victories don’t happen on the spot. It may take five or six attempts with the prospect. This means you'll need to follow up. If you have left one or two voice messages and heard nothing back, why not try again in two to three weeks? Take good notes after the first or second conversations, so you can turn those cold calls into easier conversations in the future. 5. Know when to walk away. When someone is not interested, back off. Otherwise, you will annoy others even more. Even if you know that you can potentially help a company solve a problem with your product or service, you need to be heard. If the prospect is not willing to hear you out, move on to someone who will. 6. Take a breather. Cold calls are not easy all the time. It isn’t fun to keep hearing no after no. The most important thing to do is to take a rest from the dials—a breather. The phones are difficult and can produce a ton of frustration. Take a break, but don’t quit. Never quit.