Cold calling may have a bad reputation, but when done correctly, it can help your business: a study by RainGroup shows that 82% of buyers accept a meeting from a cold caller
who actively reaches out to them.
Cold calls, as the name implies, will be cold — but you don't want to go into one freezing!
You must still do your research and communicate a specific value proposition. You're wasting resources if you don't know how to do it or who you're talking to. Benefits of cold calling
- Rapid relation-building with your contacts
Cold calling is a great way to build initial rapport and quickly learn about their pain points or areas where you can help prospects. If you strategize correctly and focus on calling highly qualified leads whom you've checked for relevance, your pipeline will fill itself.
During the call, you create a human connection and understand the prospect's personality, sense of humor, and so on. Unlike in an email, where you don't receive feedback on the spot, cold calls lead to a deeper connection.
And that can go a long way toward starting a business relationship.
- Talk directly with decision-makers
If your direct dials are accurate and your cold call script is smooth, there is no better way to speak directly with a decision-maker.
Avoid the noise of a busy inbox and stand out simply by getting to their phone.
Cold calling is an excellent training tool, especially for new sales representatives: you present your sales pitch until it is solid.
After a few conversations with prospective clients, it also helps by providing real-time feedback, allowing you to adjust your pitch as needed.
The more you get your company, brand, and products in front of people, the more likely it is that you will succeed.
Cold calls allow you to introduce your brand to people who have never heard of you before.
A successful cold calling strategy
Characteristics of a professional cold call
- Having a script to not lose your line
- Your goal in the first few seconds of a cold call is to buy time
- Don't prospect to make a sale but to start a conversation
- Delivering a message
- Show that you've researched your prospects with personalized content
Despite how good your company's message is or how skilled your team is at articulating it if a salesperson speaks to the wrong contact or the wrong type of business, the campaign will fail. Having a proper and valid B2B list
with high-quality data about your prospects is a critical component.
According to Indeed,
- Determine when you will call
the sweet spots are eleven in the morning until lunch and between four and five in the afternoon, local time for the buyer. Wednesday and Thursday are the best days of the week for your cold calls to land.
Understand when your calls will be most effective. Remember this and plan accordingly.
- Take notes after every call
When you review the call later, certain details can stick out and create talking points for future conversations. Thus, by taking notes, you make sure to not forget important details.
Cold calling is a common practice in many, if not most, sales organizations. It's a difficult process that requires a lot of patience, persistence, practice, and skill to master.