What is cold calling?

Cold calling is a phone sales technique aimed at growing your CRM by contacting prospects who have shown no prior buying intent—hence the term “cold call.”

How to properly prepare for cold calling?

Cold calling can be challenging since you have very little information about the prospect, but it’s entirely possible to prepare thoroughly to maximize your chances of success!

Qualifying prospects

Prospect qualification is the first step in sales. The goal is to gather as much information as possible about your prospect to determine if they fit your target customer profile. If the prospect is qualified as a potential client, then you can move on to the cold calling stage.

A qualified prospect is someone who expresses interest in your brand. There are several stages of qualified prospects:

• MQL, or “Marketing Qualified Lead”, is a relatively cold prospect who is likely to become a customer.

• SAL, or “Sales Accepted Lead”, is a prospect validated by your sales team.

• SQL, or “Sales Qualified Lead”, is a prospect qualified by the sales team as a potential future client.

Qualifying prospects is crucial as it helps improve your conversion rate by optimizing and speeding up your sales cycle.

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The pros and cons of cold calling

Cold calling is mainly used in B2B campaigns. There are many misconceptions about cold calling, but it remains a widely used and proven technique! Still not convinced? Here are some advantages of cold calling.

The advantages of cold calling

- Fast results:

The longest part of cold calling is the preparation, but the call itself usually lasts 2 to 3 minutes, and if it’s successful, you’ll often know right away. Efficient, right?

- Low investment:

Cold calling requires very little investment; you can do it from your office or even from home! All you need is a CRM and a VoIP tool, and you’re ready to go!

Connect your CRM and phone tool

- Quick to learn:

Cold calling isn’t necessarily learned through training but rather by making calls. Prepare a good script and know how to handle common objections, and you’re ready to start.

- Direct interaction with the prospect:

It’s one of the few sales techniques where you get to speak directly with the client—unique for a first meeting, right? Don’t hesitate to address their objections, ask plenty of questions, and show genuine interest in your target. This is also where you further qualify your prospect.

Cold calling helps you build self-confidence and develop many skills. It can be intimidating, but it will open many doors for you.

Mistakes to avoid

Cold calling isn’t always a guaranteed success, and there are certain mistakes you should avoid to maximize your chances of success and reach your goals more easily!

- Not having objectives:

Making a cold call without objectives will never be successful. You must always know your direction, even if goals differ for each call. Before calling, always ask yourself, “What is my goal?” It’s more motivating and gives you a clear direction!

- Not qualifying your prospect in advance:

This step may seem unnecessary, but it’s actually crucial! Even a photo of your prospect can reveal a lot about their personality. Any information can be important for your call, so don’t overlook anything.

- Reading your script word for word:

Be yourself! You’re not talking to a robot but to someone willing to listen. Find that little something that will make you memorable. Reciting your script won’t convince your contact! You can even use humor—some people appreciate it!

Cold calling isn’t an easy sales technique and can be discouraging depending on the prospects you call, but it can also be rewarding and boost your confidence. There’s no magic formula for successful cold calling, nor are there necessarily more productive hours than others. Equip yourself with the right tools, stay motivated, and luck will be on your side!

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