Cold calling is not dead. Marketing Automation gave it new life! Now cold calling is super-efficient and beloved by both salespeople and customers. Read how to boost your sales with new cold calling paradigm.
Love-hate relationship
Salespeople used to have love-hate relationship with cold calling: while appreciating unique bond with lead and having a stage for their persuasion skills, they also loathed stress, waste of time on uninterested leads and impossibility to prepare well for the talk (as you don’t know much about the person you call). But all disadvantages of cold calling have been removed with emergence of Marketing Automation.
Warm calling with Marketing Automation
With Marketing Automation cold calling stopped being cold and became … well, let’s say, almost warm. Why?
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Firstly, because thanks to the software you know much more about the lead you are about to call: the source of the visit on the website, what s/he was looking for, how often did s/he visited your website, what material did s/he consumed…. When you add a bit of research on the person, you can really prepare for talking about specific problem of given lead.
Secondly, with Lead Nurturing leads called for the first call are no longer cold. When your lead has basic information, thus the ground for the conversation is prepared.
Should I call random companies found in Yellow Pages?
With Marketing Automation you can make highly effective calls to leads, but what about old style cold calling to people who seemed not to have ever had any contact with you? Should you do it?
To say the truth, it depends. Sometimes traditional cold calling works great, e.g. when you have local business, operating in specific area. Get an insight into your audience and run tests to find your answer.
When deciding to call people out of the blue, remember:
- The risk of rejection and abusive reaction in such situation is high. Prepare for it.
- Define your target group as narrow as possible.
- Use networking or social media to research the person and prepare the ground for the call.
Also apply the rules below.
How to prepare a cold calling scenario?
Of course, you’re not about to read the script. Of course, each customer is different. But you still need a list of problems, stats or arguments to discussed. Draw it up, so your caller won’t embarrass you.
- Prepare something remarkable for starters. Start conversation in an amazing way, like with a joke or compelling metaphor or a story. It’s going to be your signature.
- Focus on the problem, not on the product. Your call is not a 1-to-1 ad, but a conversation.
- Use social proof. E.g. with a phrase like I see that your company is facing/ during …; we helped x company with the same issue.
- Prepare a list of questions leads frequently ask and objections they have. Learn what people really want to know. If your marketing department have a Buyer Persona, take a look at it for inspiration.
- Shift perspective. Make your call about one question: „what customer can get from it?”
- Storytelling. You need a narrative to resonate with lead’s emotions.
Before the call
- Make a quick research. LinkedIn, social media, contact profile in your Marketing Automation Platform… use all the means you have to gather needed data on the lead to know what is crucial for him/her.
- Don’t overdo. Some salespeople start conversation with “Hello, Mr. Jones, you started following us on Twitter!”. It doesn’t sound like personalization, it sounds like stalking.
- Use the data collected before to choose the best time for call. If a person was called before, did she mention best time for a talk? See also user’s online activity from analytics.
- Prepare a glass of water. Maybe you will have to talk for half an hour, so don’t let some trivial throat dryness kill your salesman mojo.
- Be positive. Your voice will give your emotions away. If you’re sad and frustrated, the person you call will feel it. Relax! Smiling helps: your lead really can hear that you are in a good mood.
- Prepare for rejection. It sometimes happens and it’s not your fault, but inevitable part of the job, end of story. Don’t take it personally, ever.
During the call
- First 3 seconds are vital. That’s why you need to present a hook, a magnet, straight away. It’s not only about what you say, but also about the tone of your voice.
- Introduce yourself without putting emphasis on selling. Let know who you are, but don’t stress the selling, rather try to sound objective, like an impartial advisor, not salesperson.
- Don’t focus on selling during the first call. The aim of the first call is not to sell – it’s to establish a relationship. Don’t hold unrealistic expectations: nobody is going to close a deal after one talk with a stranger. Would you?
- Make notes. Don’t trust yourself – we can promise you that you will forget all important small facts by the next call. The data about lead your collect during the call are vital part of your work.
- Be an active listener. Let them talk. Instead of reciting your script, listen. Get to know them.
- Set the follow-up call. Deals are rarely closed after first contact. Actually, it happens most often after fifth, research say, so persistence will be your asset.
- Offer something lead can have for free, e.g. your ebook or webinar. Give something.
- Don’t make things up. It might be tempting, but just don’t. S/he will find out at one point or another.
- Find yourself a good position. Some salespeople love making calls standing, others prefer to walk, others sit. Some make calls in front of the mirror – it boosts their confidence. Try some options and find the best for you.
After the call
- Follow-up as promised. It’s a good idea to send an email with offer or educational content to give contact some data to think about before you call next time.
- Make your follow-up email personal. Personalize your template each time.
- Take a look at your notes. Edit them, so they’ll be clear to you in two weeks.
Cold calling works on the vicious circle principle. If you don’t like it (are scared and frustrated with it), you won’t deliver result, and if you are ineffective, you hate it even more. To break it you need Marketing Automation Platform: it removes the most painful obstacles, enabling salespeople to be more productive and happier.
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