Cold calling is a sales technique we are all familiar with. It’s a form of business solicitation. Albeit, solicitation that we often regard as being annoying.
The technique involves a salesperson calling another person with the intention of selling them a product or service. The person receiving the call has not interacted with the business before. They have not expressed interest in the product or services before. They are a cold prospect.
Even the most experienced sales professional gets nervous about cold calling. And for good reason. Cold calling can bring in new sales and new customers. Something that all business owners want. There is a clear positive resulting from taking the risk.
On the other hand, when cold calling goes awry, the recipient gets annoyed and irritated. The phone call becomes an unwelcome interruption. A hindrance to the recipient’s normal day. This is not the first impression companies want for their prospects.
One leaves prospects feeling positive. The other leaves them feeling negative.
For some, the chance of the negative outcome outweighs the positive. So, they forgo cold calling. This habit has pushed cold calling into a near-extinct sales technique.
But, it is not fully dead. Don’t let the fear of rejection keep you from reaching out and finding sales wherever possible.
And remember, there is an art to cold calling without being annoying.
Research Your Prospects
Although the technique is “cold calling,” don’t go into it cold. Do your research beforehand.
If you are reaching out to a company, look into the company’s history. Check their products and services. Along with their morals and company brand.
For individuals, to the same. Explore their social media. Get an idea of what that person values and looks for in companies they support.
Doing this research beforehand means you go into a cold call more prepared. You can provide these people with information that is more specific to them and their needs. And you’re not caught off-guard by questions and concerns they bring up.
Now, this research doesn’t guarantee that you’ll land the sale. But it means you’ll spark interest in your prospect, rather than annoyance.
Create a Cold Calling Persona
Not everyone is receptive to cold calls. This rejection wears on a person. It wears on you no matter how many times you remind yourself that cold calling is just business.
Creating a persona aids with that.
The personality you create bears the brunt of the rejection. This keeps you from taking it personally. And it prevents the rejection from wearing you down.
It won’t change your success rate when cold calling. But it keeps you productive. Since the rejections don’t feel as personal, you continue on to the next prospect with no issue.
Freshen Up Your Approach
You likely start your phone conversations with the typical “how are you doing?” or “hope your day is going well” statements.
There isn’t anything wrong with traditional introductions. But, they’ve become routine. Some of us expect a sales pitch when hearing these approaches from an unsaved number.
So, switch things up.
Break the usual pattern with more unique approaches. When a prospect answers your call, thank them for answering. Or laughingly state that you know you are catching your prospect off-guard.
These statements put prospects at ease. It breaks the routine and improves your chances of success.
Continuing on the topic of your approach, introduce yourself early on. Be direct. Let the prospect know who you are and why you are calling. This early introduction of yourself answers the two questions of “who are you” and “why are you calling.”
Early introductions also get the basics out of the way. This frees up time to let the prospect talk. And lets you focus on demonstrating your value to the recipient.
At this point, stick to the cold calling script you have. Having a script is beneficial, so make one if you don’t have one. But, don’t read from it. Memorize and imbue it with personalized touches.
Ask Questions
When selling, don’t focus on talking too much. Instead, ask questions.
Giving your cold calling recipient room for talking ensures they feel more at-ease. It makes them feel heard. And makes them more receptive to your pitch later on. If you jump from your introduction to selling, prospects recognize your ulterior motive. As a result, they stay more closed off to the sales pitch.
You want prospects who are willing. Especially if your goal is cold calling without being annoying.
As you ask your questions, make sure they are thoughtfully constructed. With each answer, prospects should be revealing a desire or need. You then incorporate this into your sales pitch.
Wait to Pitch
When cold calling, you have a goal in mind. Or, you should anyway. Focus on this goal throughout the entire call. But, do not make the mistake of pitching to your prospect immediately. No one wants a call that goes immediately from an introduction into a sales pitch.
Instead, give it time.
Establish rapport with your prospect. Ensure they feel comfortable and regard you as someone that’s credible. Essentially, earn your right to pitch.
Once that happens, sell your product or service. Show prospects what value you offer. Do not pitch for too long, though. Keeping your statements short and targeted maintains your credibility.
Be Comfortable With Rejection
Cold calling never has a 100% success rate. You will hear a lot of “no.”
That’s the nature of sales, in general.
Don’t be fearful of that rejection. Do not let it stop you. Continue pushing through and moving onto your next call.
Beyond that, though, think about how you handle rejection. When cold calls present obstacles, gather yourself in a few seconds. Acknowledge your prospect’s point of view. And ask if there is any path beyond the objection.
If prospects want an email, ask them what information they are requesting. If they want you to reach out later, determine what changes between now and then. And, if recipients give a flat out no, ask for clarification.
There is no guarantee that recipients will answer these questions. If their answer is no, that’s their answer. But at least you tried. And you did so without being forceful and annoying.
Consistently Follow Up Without Being Annoying
Most initial cold calls do not result in closing the deal. This usually occurs later on as you continue building rapport.
Once you’ve made your pitch, follow up with the prospect periodically. Check with each client what their preferred method of contact is. For some, they prefer another phone call or text. But many favor emails.
In each follow up contact, include relevant information. This includes sharing sales details with prospects. Or providing them with your company’s latest blog post. Whatever it is, it further demonstrates the value your service or product provides.
Remember, though, follow ups don’t last forever. Some prospects will not respond or engage. They lose interest in what you have.
At that point, cease following up. Don’t spend more effort walking down a dead-end path. Doing so involves being annoying, which we are avoiding.
That timeline depends on the client. And on yourself. I won’t pretend that I have a specific timeline that works for everyone in every situation.
All I’m saying by mentioning this timeline is that you must be aware and accepting of it.
Cold Calling the Non-Annoying Way
Cold calling without being annoying doesn’t involve any special sales trick. It’s not about manipulating prospects or playing games with their mind.
It’s about being honest with recipients. They aren’t stupid. They know a sales pitch when they see one. They know a cold call when they get one.
Set yourself apart from the others with the above tips.
And ensure that you aren’t the annoying salesperson on the other line.
What tips for cold calling have you guys discovered? Or what stories do you have where these tips helped you?