Have you ever heard of cold calling ? We can define it as a sales technique in which a representative contacts a potential customer who has not expressed interest in the products or services. Therefore, this contact is made without a previous relationship.
This method allows you to contact a potential customer directly, without intermediaries, so you can present your offer and establish a personal connection with the prospect.
Furthermore, cold calling can be an effective way of identifying new business opportunities, as it increases the chance of arousing interest and exploring new markets. That’s why it has been so sought after.
What is cold calling?
From the cold call, the sales representative gets immediate feedback on their approach. It’s also an effective method for gauging prospect receptivity, understanding common objections, and adapting your strategy in real time. With this comes the possibility of refining skills and improving the approach over time.
During a cold call, the sales representative also has the opportunity to personalize their offer based on the information collected. This is because, when actively listening to the potential client’s needs and challenges, the professional can adapt the message to highlight the benefits that their solution offers. This increases the chances of success.
This technique can also lead to building lasting relationships. By establishing an initial connection and demonstrating value to the prospect, the rep has the chance to create a solid foundation for future interactions.
It is through this method that decision makers within a company can be reached directly. By being able to speak to the right person from the beginning, the sales representative avoids delays and diversions that can occur when dealing with multiple hierarchical levels.
Cold calling also generates the reach of a large number of potential customers in a short period of time, building a diverse base of contacts.
How to cold call?
But now that you’re familiar with the term, you might be wondering how to cold call. Therefore, we have separated some steps that can help you in the task of conducting this type of call in an effective way:
1 Do some prior research
Don’t be caught off guard. First of all, do some research about the company you want to contact, or even, if possible, the specific person you want to contact. Write down the important information somewhere you can refer to it during the call, so there is no unfair compromise.
2 Create a script
The lack of a roadmap can make the whole situation much more difficult. Therefore, it is important to be prepared, not only when it comes to initial research, but also when conducting the call itself. In your script, be sure to include a clear introduction about who you are and your company, the reason for contacting and an offer of value.
3 Know the purpose of the call
The call should have a purpose, and it’s up to you to establish that. What do you intend to achieve with this contact without a prior relationship? Is the idea to set up a meeting, schedule a demonstration or get more information about the customer’s needs? Keep this clear, and the entire conversation will become more fluid and easier to conduct.
4 Have an impact introduction
The first moments are essential to keep the potential customer on line. To do this, a tip is to introduce yourself, and then highlight an advantage or benefit that is relevant to the person on the other side.
5 Listen to needs and present solutions
The potential client must understand that you are there to help them and meet certain needs. But to do this, you need to know how to listen. Pay attention to the information he presents — both needs and challenges or objections. Then, propose personalized solutions to those specific questions.
6 Establish a next step
The call should conclude with the presentation of a next step: a meeting or an email with more information. At this stage, it’s important that the prospect has some reason to continue the conversation later.
7 Follow up
After the call, send any promised information and follow through on commitments. It is also worth investing in consistent follow-up to advance the relationship with the potential client.
How to generate value for leads with cold calling?
Generating value for leads during a cold call is essential to capture attention and spark interest. Every interaction is an opportunity to generate value and build a positive relationship. So, the tip is to be authentic , attentive and focused on needs. This will increase the likelihood of success.
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