Cold call and you will generally get a cold reception. Engage in smart calling and you can start a conversation.
The world of cold calling is traditionally known to be as awful as it sounds: bleak, monotonous, and prone to misery. But like the cold we endure through winter, it is a phase we must all go through before the joys of summer, where our surroundings are warm, inviting, and bountiful.
Cold calling doesn’t have to be just that. Through employing a variety of techniques, each phone call can see greater success in moving forward in the sales process.
Many see cold calling as a massively repetitive process that only occasionally elicits a response. Through tweaking call efforts, the process can be broken down in a way that yields positive results.
Step 1 ‐ BUILD CONFIDENCE
If your lead generation team isn’t confident in the way they present themselves, they won’t be able to adequately communicate the value of the product.
Before the sales team begins a new day each morning, have them employ Amy Cuddy’s researched power posing techniques. By standing in a tall Superhero pose with hands on the hips for just two minutes, employees will experience a boost of testosterone and cortisol in the brain that will translate to company confidence over the phone. Further, encouraging the sales team to speak more slowly will prevent stumbling over one’s words or getting lost in a haze of repetition. Also, encourage employees to engage their diaphragm when they speak rather than just the back of the throat. This will create a more authoritative tone, and the speaker will sound like a poised subject matter expert. Lastly, encourage employees to smile more when they’re on the phone. Keeping mirrors on their desks may encourage them to do so. The positive expression will be heard over the phone!
Step 2 – KNOW YOUR PROSPECT
Many companies provide their lead generation team with a scripted language that is employed over and over again until something bites. However, it is this scripted one‐size‐fits‐all philosophy that hinders companies from broadening their impact.
Personalization is key to success in the world of sales. Think of it this way: you’re at a networking event and two people approach you. One says something generic, like “How are you today?” and the other inquiries about your experiences in working as a business analyst at Goldman Sacs, as outlined on your nametag. Who will you feel more satisfied in responding to? Cold calling should go the same way. Make sure that your employees become familiar with their prospects by researching them and then working learned facts into a personalized call script, whether it is a recent success or shift in organizational hierarchy.
Step 3 – DON’T PRETEND TO KNOW EVERYTHING
If you don’t know the answer to a prospect’s inquiries, admit it. Take ownership of follow‐ups. Responding within a day or two demonstrates a personalized commitment. This shows that you are transparent and also have an interest in satisfying the customer. And, much like research that shows that fixing mistakes can increase positive word‐of‐mouth, individualized attention to a customer’s inquiries can reap similar benefits.
Step 4 – MAKE AN IMPRESSION
As you move through the sales process, have employees take note of touch points that stir up questions for the prospect. Create a FAQ cheat sheet for the employees so that these points can be addressed as soon as or even before they’re brought up. Don’t lose opportunities to satisfy or impress the customer, and frequently check in with your team to see what works or does not work for each industry that you’re selling to. With this on hand you can turn every call into a smart call