Cold Calling: 5 Tips to connecting
Cold calling can be a daunting task that feels awkward and time-consuming, but emails and phone calls can effectively generate new leads. With a bit of preparation and practice, you can improve your cold-calling skills and increase your success rate.
1. DO YOUR RESEARCH.
Before reaching out, learn as much as possible about your prospect and their company. Personalize your interactions - show them you are genuinely interested. No one wants to read a scripted email that a thousand others received.
2. SET THE TONE.
Do you want a relationship or a one-off sale? Your first email might not be about your business at all. It could be about their latest project and how much you loved it. Or it might be a "sale flyer." You set that expectation upfront.
3. BE CONVERSATIONAL.
Asking open-ended questions is the best way to learn more about your prospect's needs and challenges. Avoid asking yes/no questions, and instead focus on questions that encourage conversation. If you let them, people will tell you their pain points, projects they are working on, and, ultimately, how you can help - if at all. This also gives you a chance to look for opportunities to build rapport.
4. MAKE IT EASY.
Asking for a discovery call or meeting at first contact is a lot of commitment. People are busy. And it's much easier to ignore you than to say yes. Make your ask easy. Expect nothing more than a reply. That's doable. Replies keep the conversation moving and build relationships.
5. FOLLOW UP.
If you promised to send your prospect additional information or schedule a follow-up call, do so quickly. Building trust is complicated, and follow-through is a significant first step.
Keep in mind that building a business with lifelong clients means building relationships. Cold calling is just one tool in your belt. It's not a "pitch" or "seal the deal" kind of thing. A cold call is the beginning of a conversation that leads to great things!
And remember,
Be confident and honest. Your prospects will be more likely to listen to you if you are confident, knowledgeable, and excited about your business and theirs.
Be respectful of their time. Be sure you are sending messages and making calls at appropriate times. Little tip - it's not Mondays, after-hours, or the weekend.
Be patient. Sending one email or making one call is fine. A thoughtful follow-up is even ok. But if you don't hear back, don't keep bothering people. Give them some space and try another tactic. Perhaps social media or networking events.
Be yourself. If you forget every other tip, it's ok. Just be you.
Cold calling can effectively reach new customers and grow your business, but it's crucial to stay on message. Before you pick up the phone or laptop, you want to be sure your strategy and execution are on brand. In addition to following the tips above, you'll also want to be sure to use brand language, use consistent caller ID and work email addresses, and share your brand's story when it makes sense.
As always, if you have no idea where to start with a sales and cold-calling strategy or don't have the time - we're here to help!