Cold Calling, although often seen in a negative light, is still an essential function of driving sales for many businesses. Not many people like receiving calls from someone they’ve never met trying to sell them something they’ve never heard of. People will listen long enough to make sure it wasn’t something “important” and then get off the line as soon as they can.
From a beginner’s perspective, cold calling can seem daunting. You’re staring at a list of hundreds of names with their information and you’re expected to call them all with the hopes that 10% convert into paying clients. As a beginner, there can be a fear of talking to strangers, fear of not knowing enough about the product, or feelings of intimidation by the C-Suite title of the person you’re trying to contact, or the greatest fear of them all: rejection.
From a beginner’s perspective, trust me, it’s not THAT bad. You get to sell some pretty cool products, talk to some pretty passionate people, and you get to see direct results from your efforts. As a beginner, there’s one thing I’ve 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.
First impressions matter: Those first couple of moments can really make or break a call. I always like to sit up in my chair and smile when they answer the phone. They obviously can’t see you, but you’d be amazed at what little adjustments in your body language can do with how your voice is portrayed over the phone.
Everyone is busy, keep it short: The decision-makers or prospective customers you’re calling live busy lives and have a ton on their plate. I quickly realized this while cold calling from all the people that say to “just send over an email.” I always try to be respectful of this and stray from rambling on the call or taking too much time.
People are genuinely nice: Sometimes cold callers can get in a rut where they feel like everyone is out to get them. What I’ve come to learn is that the majority of people are genuinely nice.
Treat others how you would want to be treated: Not everyone will treat you how you would want to be treated, but I’ve found that if I treat everyone I’m on the phone with how I want to be treated, then I have a much more fulfilling experience and see greater results.
If you lead with value, even if they say no, you still gave it all you had: The time on the phone for each call can often be short. Be cordial but lead with what you have to offer.
Although I’m not on the cobblestone streets of Spain anymore, these 5 principles I learned still apply. Talking to strangers and rejection is a major part of cold calling, but if you keep in mind the value you’re providing and connect with the person on the other end of the line, I truly believe you can have a fulfilling experience and drive sales!