Making a Cold Call with Positive Results

Thursday, January 19, 2012 by Frank Rumbauskas

I’m definitely no fan of making cold calls, but some people don’t have a choice – their bosses make them do it, and more and more people are asking me for advice on how to make the most of it. The problems arise from the fact that almost no one is properly taught how to cold call. So, if you absolutely, positively have to make cold calls, here are some suggestions:

Technology has made it possible to create and implement promotional and sales campaigns more easily. The use of email marketing and text messaging, and many other methods, are now being used in addition to traditional telemarketing, or telephone cold calling, not to mention the methods I teach in my programs. However, even with the new methodologies today, many businesses still prefer to conduct the conventional telemarketing approach by making cold calls. And if you happen to work for one of them, you’re stuck – you have to do it, at least until you find a different job.

Going in, remember that a cold call may or may not be welcome depending on the level of necessity for the product or service offered, and that your success percentage will be lower than any other sales prospecting method. However, with a good list, coupled with well-written cold calling scripts, it is certainly possible to make sales out of an unexpected call.

Below are some pointers to consider when making a cold call:

1. Speak with a friendly tone.

When a caller sounds friendly, especially when the name of the person at the other end is mentioned, the call can be welcome and the recipient may be interested in hearing what you have to say. It is important not to assert and push the product or service strongly, especially if you sense that there is no need for such. Make the call short and end it with a thankful voice.

2. Listen well.

Potential clients may have questions that need to be answered before they express interest (although the asking of questions in the first place is a strong indicator of buying interest). It is important to listen to the needs of the potential client and offer a service or product that is appropriate for the need. When the person starts to talk and gives details about his or her circumstances, it is an indicator of openness and the possibility of having a good lead. In case the need is not immediate, you can set another time to call back to follow up and remind him or her about what you are offering. This may just be a sale that is waiting in the future. Enter it into your calendar or CRM software to call back in the future, or make an indirect contact via email or LinkedIn.

3. Create a conversation.

Never sound like a robot, especially when you are guided by a cold calling script. A cold call, even if there is a script to follow, should sound natural. Your reaction and response should be appropriate to the replies of the person you are talking to. It is important to establish a good “relationship” even in a cold call.

4. Stay within the framework of the script.

Creating a conversation is important, but you should still be guided by the script. When unnecessary information or conversation starts to build, it will be good to redirect it to the purpose of the call. This can save you from time and can reinforce the reason for the call.

On the other hand, remember that your script is just a framework. An outline to be followed, not a speech to be read verbatim. If you read directly from a script without making it conversational, you’re going to sound like a robot, and people won’t buy from you.

When you make a cold call, you have to be ready with different responses. You always have to understand that negative reactions are made because of the situation of calling somebody without prior notice. It is not about you or your personality. Rejection will always be a part of telemarketing. This should never affect you negatively. You have to remember that the result of a previous cold call can cascade to the next one. Hence, maintaining a good attitude and a positive outlook will help in the succeeding calls that you will make. When all of these tips on how to cold call are applied, you can get positive results in the long run without being affected by the resentments that you will experience.

Tagged: cold call, cold calling, cold calling scripts, cold calling tips     Posted in category: Cold Calling