How to Cold Call? 28 Cold Calling Tips & Techniques

While sales calls have been a common term these days, there are multiple aspects to it. Cold calling is just one of them. That said, cold calls constitute an integral aspect of the sales process which can take a business to new heights if it gets started in the right way. Either way, the wrong strategies can also backfire on an organization in terms of losing leads.

What is cold calling in sales?

When a sales rep calls a lead for the first time, it’s called cold calling in sales. The job demands more than one qualifying parameter to be an effective strategy. Omitting even one from the list can impact overall performance in the funnel. 

As the saying goes, when the beginning is good, the ending has to strike a parity. On the other hand, if you spoil the start, nothing can make up the mistake later.

28 breakthrough tips and techniques for cold calling

  1. Learn to accept rejections 

The most common reply to a sales pitch follows ‘no’, sometimes accompanied by impoliteness. The first parameter is to get used to such responses now and then with a flexible mindset. As a rep, you should dig deep into the reason for the projected negativity, without pushing to convince the lead in either way. This approach will help you prepare for the next calls accordingly.

2. Take your name and the company you represent

Introducing yourself with the fundamentals paves the way for a respected and trustworthy relationship, allowing one to gain authority in the entire conversation. However, in such a case, the lead will also remain sure about your identity rather than showing a skeptical attitude. It’s all about being honest upheld by a direct approach to the identity and motif hand in hand.

3. Don’t behave like a robot

Reading the script over the sales call doesn’t simply serve the benchmark. Instead, you should act out the words filled with emotion. Use the script as the blueprint and ask relevant questions based on the lead’s response. This will bring out more info to be used later in the funnel. 

You can rehearse by asking open-ended questions before getting on a call. The goal is to adapt yourself quickly as the conversation takes off.

4. Prepare a schedule in advance

If you want to achieve the highest efficiency, always plan your sales calls. For instance, if you call prospects on the weekends, it doesn’t make sense to convert a lead. Therefore, the schedule has to be divided into positive and negative calling times as per each prospect. 

By positive timing, it can be when they are starting the day(they’ll check the communication channels like emails or other platforms). But if you reach out to them, when they’re commuting to workplaces, it will be a sheer wastage of time.

You need to keep a track of the right timing for the prospect, which will leave an impact. The strategy becomes more effective to decide on various leads located across different time zones.

5. Use a headset

Are you habituated to making cold calls by simply picking up the phone? That’s not how you can boost your productivity and efficiency with time. All you need is to invest in a good headset and your calling effectiveness will scale up to 50% without a single thought.

You can get hands-on noise-canceling headsets to cut back on the 75% background sounds. Apart from that, binaural headsets will undoubtedly be a good choice to streamline the sound distribution in both ears.

In what other ways can it be beneficial?

It can keep your hands free to take up other activities side by side. For instance, you can take important notes over the sales call. Well yes!

6. Leave a voicemail 

If you are unable to reach out to the lead, leave an audio email of 20-30 seconds. When you start, introduce yourself and connect your purpose to that of the lead. To conclude, make a curious note which can trigger the prospect’s thoughts.

In such a case, follow 3 principles:

  • Attach a social proof
  • Offer a metric to emphasize your value proposition 
  • End with a closing statement, compelling enough to prompt action by leads

7. Invest time in going through the calling list

Going through the call list and the pitching script is a must before you pick up the phone. Otherwise, things can be simply messy for both the sides. Once you feel that you’re confident to start with, don’t wait anymore!

8. Frame a powerful opening

When the beginning is impactful, you don’t need to worry about the results. For instance, you can begin by complimenting the lead on his latest professional achievement. Let them know that you’re quite familiar with their profile(that you’ve scrolled through their posts and drawn inspiration from their works).

9. Get rid of reluctance before calling 

Studies reveal 80% of sales professionals fail due to their reluctance to call. How to overcome such feelings?

a) Use a sweet perfume that recollects good memories(thus bringing in positivity).

b)Think about your loved ones. It will help relieve the anxiety to some extent.

10. Plan most of your calls in the midweek

If you are calling up prospects in the beginning or end of the week, the goals are more likely to be missed. Because, in the start things will be perceived in an unsettled mood while in the latter case, it will hardly hit the mind. Usually, Wednesday and Thursday are the best days to hook on sales calls as people are less likely to get distracted in the middle of the week.

11. Adapt your body language in the right way 

Do you remain seated in the same place while making cold calls? Tweak your way. Change your position from time to time. It will help inculcate more confidence and energy throughout. And the amazing thing is it will also steer your lead to pick up on the same mood.

A quick tip: Pull your shoulders back and make your chest out, when standing. Lift your vision from the ground. Look up and smile. Now watch yourself during the sales call. 

12. Adjust your volume properly

The first thing watched by a lead over cold calls is the pitch volume. It should strike the right balance to get the best response. If you’re sounding very meek, that will be interpreted as fear, nervousness, and lack of potential. Meanwhile, if the prospect is asking you to clarify the statements, again and again, the track is already lost.

13. Use the right volume to sound clear and confident 

The first thing a prospect is going to notice about your voice is how loudly you’re speaking. If you’re talking quietly, most leads will interpret that as a lack of confidence, expertise, and nervousness.

You can’t either be too harsh to feed the prospect with the sales pitch. Ideally, you need to be a bit louder than normal, focusing on clarity and authoritativeness.

14. Bait and switch properly

You can apply this technique in 3 steps:

a) Present your bait

b) When the lead opens up, allow them to enjoy the bait

c) Then ask for their permission to deliver your pitch, thus making an optional offer

15. Make friendly statements

Don’t limit your lead’s time when you ask for their permission to proceed further. Rather make a generalized statement. Later on when the lead feels like addressing their problems, ask for their time. Be as amiable as you can.

16. Conclude your pitch with a call to action(CTA)

In the end, prompt a quick response from your leads(by getting them to sign up online, causing them to make a connection request or convincing them to schedule a follow-up call) or try to compel them for instant purchase. Try out different CTAs with your leads(experiment with various forms) and observe what works better in the funnel. You can also match a CTA based on what the lead talks about!

17. Organise your call with relevant themes

Top salespeople cater to structured sales calls, transitioning from one topic to another smoothly. You can simply form a cluster of topics to provide the leads with optimum coverage over the period. Else, things will sound cluttered or they might create a vacuum if anything is missed during the interaction.

18. Begin the call rightly

When you start with a call, set an agenda to discuss with your lead. Ask him if he wants to add something or not. If he shows interest to speak about something seriously(it creates a sense of authority), the likelihood of success is high.

Meanwhile, set a contract initially, so that you know the prospect’’s mindset in the journey.

19. Talk less, listen more

If you speak too much from your side over a sales call , chances of not listening to the prospect comes high. Therefore, you have to follow either way. Rather than being a one sided speaker, give your lead the space to open up. Hear what he has to say. Accordingly balance your conversation as you proceed.

20. Switch your language with progression

Be mindful about the type of words you select while interacting with the lead. They ultimately decide on the tone of the conversation. To say, little differences like using ‘I’ or ‘we'(establish credibility) create an impression. The choice of words establishes either a formal or familiar tone, a solo or unified tone in the conversation. 

As a rep, you need to know what words to be used at which time. Besides using ‘I’, repeat the word ‘we’ as many times as possible. However, the tactic can help book the first meeting with your lead! After speaking for 5 mins, you can use ‘I’ to build a personal rapport.

21. Ask relevant questions

Don’t put up random questions. It can snatch prospects in the first go. Instead, throw relevant questions in a way that prompts lengthy responses. You can ask, “Can you walk me through ‘x’?” The open endedness can provide crucial insights into the subject matter.

22. Distribute the questions evenly in the conversation

Shoot your questions at each step as the call progresses. Dont overload all the questions at once as the lead might feel uncomfortable to answer everything in one go. 

23. Use a neutral tone at the end 

Every time you do something, the conclusion bears a special significance. Now put yourself in a sales call. Irrespective of what you say in the entire conversation, the ending has to be good. It should have an authoritative element. Rather a downward and humble tone will be much appreciated. Note, a lead will better revert to your proposal if you respect him by heart.

24. Speak about your competitors at an early stage

Being a sales rep, you might not wish to give any chance to the lead to speak about your rivals. But to make an impressive pitch, you’ve to let your lead speak about your contesters if they wish to. The strategy can give you a better picture to adjust your pitch in the sales call based on the given input.

25. Don’t behave nervously after receiving objections

Who wants to handle objections? Indeed, that’s quite a strenuous task. Now if you are getting objections in a sales call, it’s a good sign from your prospect. Just don’t reply being nervous. Giving a long pause in such situations will do the rounds.

26. Stick to your time

Always stay within time when on a sales call. It will bring in extra points from the lead throughout the journey. Formulate a short and sweet pitch to appeal. Don’t make your sales call go too long even while pitching about a complex product. Offer to the point info if it’s the first call.

27. Speak about the price of your offering lately

Price comes after value and not vice versa. If people aren’t aware of an offering’s value, they won’t simply want to know the price. Therefore referring to the price factor in the initial stage would backfIre any strategy in the sales funnel. Unless you land in a product demo call, don’t give a shot at pricing. Take your time to set the right stage before you dive in.

28. Plan the next steps at the end

When at the end, think about what to do next. It creates better authority and determination for the lead rather than leading to a messy conclusion. 

Tools that can help during cold calling

  1. gong.io: It tracks performance through AI, helping one improve the calling rates over time. The tool records and analyses cold calls to provide real-time feedback.  
  1. Chorus.ai: It is a conversation intelligence platform that assesses and transcribes conversations from time to time. Thus it offers relevant action topics to the sales team for closing a deal.
  1. Kixie: It is a business phone service packed with a dialer, voicemail facilities, automatic logging, call recordings, and sales metrics. The tool can be integrated into CRM to assist in cold calling.

Surplus goals that can be achieved with cold calling 

  • It helps salespeople to break through the market competition
  • Cold calling can supplant other suppliers
  • It can build a personal reputation beyond the designated job position

Key Takeaways:

  • What is the most important thing while proceeding with cold calling?

Building rapport with the lead by knowing them as much as possible.

  • How do you start cold calling?

When you start with a call, set an agenda to discuss with your lead.

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