Training Focused on Cold Calling

Cold calling is a set of marketing activities performed during prospecting by phone to find new clients. It’s more than just a phone conversation—it's part of sales enablement.

Doing All the Talking

Let’s be honest, we spend more time talking about things that don’t matter to our prospect than what actually does. We’re proud of what we’ve invented, innovated, and brought to market. But in reality, there’s little chance your prospect cares.

Imagine after 5 to 10 minutes of conversation, your prospect has only uttered the occasional “uh huh.” Not only are you talking too much, but you’ve also missed the point of dialogue.

People remember conversations as interesting when they’ve spoken, not just listened. That’s why you feel like you’re doing well, but your prospect is bored stiff. It’s actually better for you to be bored than your prospect during a cold call.

However, this brings up another common cold calling mistake.

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Asking Questions You Don’t Care About

Practice Active Listening

Asking questions is important in cold calling, but there are some you shouldn’t ask, like the classic, “How are you today?”

How many of your cold calls start with this question?

These types of questions waste precious time that should be spent engaging your audience and driving the conversation forward.

Also, avoid asking, “Is this a good time?” Asking if a prospect has time to talk is like inviting them to hang up. Don’t give them an excuse to end the call! If the Prime Minister called one of your potential clients, they’d make time. Likewise, if you call, your prospect should make time for you. Don’t let them miss their one chance to hear your life-changing offer.

Presenting Your Product

You can’t sell your product before knowing where your prospect stands. How you present your product and the questions you ask depend on where they are in the buying process.

Are they just exploring options for a future purchase? Do they even realize they need a solution? Or are they already comparing suppliers?

If you try to prove you’re better than competitors while your prospect is still in the discovery phase, your message will be completely out of sync with their needs. Before selling, your goal is to find out where this particular prospect is in the buying process.

Ending the Call Without Scheduling a Follow-Up

Ending a conversation without knowing when and where the next contact will be can lead to lost sales. So make a plan. Whether it’s follow-up calls with another key decision-maker, meetings, lunches, or product demos, you need to book call times with your prospects.

Don’t make your prospect feel like just another number on your list. It’s true. This prospect might be one of dozens calling you this month. Still, it’s important they don’t feel like a number. Impersonal contact makes a cold call even colder, but talking as if you’re face-to-face can warm them up faster. Use these proven cold calling tactics:

The Steps of Prospecting

Start with a Strong Introduction and Get to the Point Quickly

We’ve already discussed how not to start a call with a prospect. In just a few seconds, you need to share key information to keep them on the line:

• Who are you?
• What does your company do?
• Why should they care about your solution?

By providing this in two or three short sentences, prospects can quickly decide if they want to hear your pitch, saving you time and effort. See how fast you can deliver value. With three sentences, your prospect knows what they need and will likely keep listening.

Ask questions that check the challenges your clients face. “What challenges are you experiencing with...?” It’s a common question, but maybe not the best. By asking, you’re signaling you know little about their business or industry. Before the call, you should know the challenges your prospect faces.

Your Questions Should Reveal Where They Are in the Buying Process

We’ve already mentioned the importance of knowing where your prospect is in the buying process before selling. How do you know where to find this prospect right now? Ask questions that set expectations. What should clients expect when working with your company? If you’ve followed the steps above, you’ve mentioned some ROI other clients have seen. Now it’s time for them to visualize the results of working with you.

You need to get your prospect thinking about how great it would be to work with your company. At this point, you’ve helped them find a solution to their problem.

Your Message Must Be Tailored to Each Prospect

Of course, every prospect needs thorough research. They need to know the details of the business, ideals, and goals. There are two simple ways: Devour the content on their website.

Also read some of the company’s blog articles for updates. Browsing their social media profiles can help you find valuable info. See what they do, where they do it, which conferences they attend, who they work with in B2B, and what brand personality they’re aiming for.

Then, tailor your pitch to this specific prospect. Yes, it’s part of your job. But it will pay off. A study found 61% of buyers are highly influenced to book a meeting by brand-related content. So get into their business. Really help them find the solutions they need and make sure your pitch reflects their company’s real needs.