6 Elements of a Great Cold Call
If you ask a group of seasoned salespeople, “Who likes to make cold calls?” I doubt anyone will raise their hand. Cold calls are one of the most dreaded activities, even among those charged with rainmaking. And yet, excelling at a great cold call is instrumental for any professional wanting to sell herself, her organization, and/or her services or products. The first secret to making this sweat-inducing activity easier is finding a way to turn a cold call into a warm call.
According to Investopedia, the definition of a “warm call” is “the solicitation of a potential customer with whom a sales representative or business has had prior contact.”
For about a decade while I was the marketing manager of a medium-sized architectural firm, I kept a picture near my phone of a curmudgeonly man in a hardhat saying, “I don’t know who you are. I don’t know your company. I don’t know your company’s products or customers. Now, what was it you wanted to sell me?” As I tried to drum up new clients for our firm, that picture always served as an important reminder that I needed to establish some level of credibility with each prospective client I was calling.
Over time I realized that there are six elements to making cold calls that are vital to success:
1. Identify a Connection
We are all more likely to take a call from a friend of a friend, so don’t hesitate to use that angle. Better yet, ask your friend to make the introduction via email or in person before you initiate the call. Utilize LinkedIn to identify connections; you’ll be surprised how many of the people you’re attempting to contact are just one degree away from you. If you don’t share a mutual acquaintance, look for similar interests, alma maters, hobbies, groups, professions, etc.
2. Be Persistent
Reaching the decision maker and securing an appointment or sale on the first call is about as likely as winning a mega-millions lottery. Remaining upbeat is vital to success and easier if you expect to make six to eight (or more) calls to your potential client. Don’t let frustration sneak into your tone while leaving voice messages or speaking to that person’s gatekeeper. Using a layered approach of phone calls, emails, letters, and meeting at an event may help you achieve success sooner than using a one-channel approach. Of course, you’ll want to keep a steady and respectful pace in your contact attempts to avoid coming off as a stalker. Keep track of the number of calls you need to make to secure appointments or sales to determine your average. Over time your average will decrease.
3. Do Your Research
Conduct research on the person with whom you are trying to connect. Think about how you might react to someone trying to sell you a service that you don’t need and could have been identified if the caller had spent a few minutes researching you or your company. Now think about how you might react if a media consultant contacts you, compliments your response conveying the specifics of a recent public board decision, asks thoughtful, well-researched questions about how this decision will play out in future months, and asks if she can send you a sample of a press release she recently created for a highly respected peer. You would probably be far more likely to take this consultant’s next call. Research makes all the difference.
4. Envision Success
Cold calls are vital to your career, but as discussed above, most people dread making them. You have to believe that you will be successful. Make calls when your energy is high. Make a series of cold calls at a time so that you get into a confident rhythm. After doing your research and making a few notes, don’t overthink the call; start dialing and remain enthusiastic.
5. Understand the Objective
Be clear on why you are calling and what you want to get out of a cold call. It is not to close a deal. The primary objective of a cold call is to lay a foundation for a professional acquaintance to begin. You are planting the first seed, which typically means the first step is gaining a brief, face-to-face meeting with the new contact. Clearly ask for whatever you determine to be your first step.
6. Practice Your Pitch
Whether you are a cold call novice or a seasoned cold calling professional, practice your voice message and jot down a couple of phrases you want to be sure to state so that your message or call goes smoothly. Ask a colleague to role-play cold calling with you. This will help both of you. Ultimate success in establishing an effective sales and professional relationship means the first step went well, so it paves the way for step two. Like public speaking, the more you practice cold calls, the easier they get. With practice, you’ll come across poised, polished and professional.
Are you looking to help your team increase their cold calling skills? Contact me to discuss cold call training I provide.
