Although often seen in a negative light, cold calling is an essential function to improve sales for many businesses. Not many like receiving calls from someone they have never met selling them something they have never heard of. People will listen long enough to ensure it is not “important” and then get off the line as soon as possible.
From a beginner’s perspective, being a cold caller can seem daunting. You have a list of names with their information and are expected to call them all with the hopes that 10% convert into paying clients. Additionally, there can be a fear of talking to strangers, fear of not knowing enough about the product, intimidation by the C-Suite title of the person you are trying to contact, or the greatest fear of them all: rejection.
Furthermore, cold calling is not THAT bad. You get to sell pretty cool products, talk to passionate people, and see direct results from your efforts. As a beginner, there is one thing I have come to learn: Cold calling is what you make of it.
As a proselytizing missionary in Spain for two years, I learned a few things that paved my path to enjoying my time cold calling at The Selling Factory:
Those first couple of moments can make or break a call. I always like to sit up in my chair and smile when they answer the phone. Although they can’t see you, those little adjustments in your body language help how your voice sounds over the phone.
The decision maker you call lives a busy life and has a ton on their plate. I quickly realized this while cold calling all the people that say “just send over an email.” I always try to be respectful of this and avoid rambling on the call or taking too much time.
Sometimes a cold caller can get in a rut where they feel like everyone is out to get them. What I have come to learn is that the majority of people are genuinely nice.
Not every decision maker will treat you how you want to be treated. I found that if I treat everyone I am on the phone with how I want to be treated, I have a fulfilling experience and see substantial results.
As a cold caller, the time on the phone for each call can often be short. Be cordial but lead with what you have to offer. If a decision maker says no, you still gave it all you had.
Although I am not on the cobblestone streets of Spain anymore, these five principles I learned still apply. Talking to strangers and rejection is a part of cold calling, but if you keep in mind the value you provide and connect with the decision maker on the other end of the line, I believe you can have a fulfilling experience and improve sales!
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