4 Essential Techniques for Successful Cold Calling.


Man in a striped shirt talking on a telephone

Cold calls, in most cases, are perceived as self-serving by the individual making the call. It’s almost as if you can hear the unspoken notion, “Isn’t it true that you want something? Why would you call if you didn’t have to? ” This elicits virtually instantaneous resistance.

To make cold calling less obtrusive, we need to change the notion from “you want something” to “you are being helpful.” People are more open to conversing with us when our cold calls do not feel intrusive.

Shifting this perception in others is all about changing our own perspective.

We may get away from the usual sales mindset by focusing on being helpful. We used to talk about ourselves and our product or service when we were in the old mindset. We’re focused on future clients and what they might find useful in this new approach.

We must be helpful in order to be viewed as helpful. People will detect our hidden objective and respond with skepticism if we try to utilize “being perceived as helpful” as merely another sales strategy. In your approach, be sincere in your desire to assist the other individual.

Stop Bothering People and Start Helping Them

Make it about them rather than you.

We’ve all learned that we should talk about ourselves, our product, and our solution when we first meet with a potential client.

However, for the other person, this self-focus is nearly always obtrusive, and it eliminates the prospect of a true dialogue.

Instead, immerse yourself in their world. Instead of a sales pitch, start the conversation with a question. “I’m just calling to see whether your organization is having problems with unpaid invoices,” for example.

Never give the impression that you are only concerned with your own needs, ambitions, or agenda. Let them know we’re calling, and devote all of your thoughts and attention to their requirements.

Avoid Artificial Salesperson Enthusiasm

Artificial eagerness seems to be pushing them onward. This causes rejection since being pushed by someone they don’t know feels incredibly intrusive.

Artificial enthusiasm entails a belief that our product or service is a perfect match for them. Despite this, we have never communicated with them, let alone had a whole chat with them. We can’t possibly know everything there is to know about them or their requirements.

As a result, to them, we are just someone trying to sell them something.

It’s preferable to act as though you don’t know anything about them. Invite them to share some of their worries and troubles with you. Allow them to lead the conversation, even if it means deviating from the original topic.

Focus on Solving One Compelling Problem

Don’t approach a pitch, in the same manner as you would if you were a regular salesperson. What you say should be about them, not about you. Try to remember that who you are and what you have to offer aren’t important right now.

The trick is to pinpoint an issue you believe the other person is experiencing. Here are some samples of what you might say, depending on your business or industry:

I’m just calling to see if you’d be interested in looking into any potential hidden holes in your business that could be producing revenue losses.

I’m just calling to see whether you’re having issues with employee performance due to a lack of training resources.

I’m just calling to see if you’re interested in investigating whether any of your company’s departments are losing money owing to vendor overcharges.

Deal with a specific, concrete issue that you know most firms face. Make no mention of yourself or any solutions you might have. Always keep in mind that it is about them, not you.

Consider the question, “Where Do We Go From Here?”

Let’s pretend the first call turns into a pleasant and cordial exchange. The other person thinks you have something worthwhile to share and wants to learn more. You both have the impression that you would be a good match.

At this point, instead of focusing on making a sale, you may just remark, “Well, where do you think we should go from here?”

By asking this question, you may reassure potential clients that you aren’t utilizing the dialogue to further your own secret objective.

You’re instead giving them time and space to arrive to their own conclusions. You’re assisting them in forging their own path, and you’ll follow suit.

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