Cold Calling Do’s and Don’ts
The mere mention of the words ‘cold calling’ may make you freeze with horror, but this can be a useful and cost-effective way of marketing your business. Understandably, the thought of making phone call after desperate phone call, only to be met with irritation or hostility from the strangers on the line, is not an inspiring one. However, if you adopt the right strategy, cold calling need not be the big freeze you feared. Here’s how:
- Do… tailor your call. Rather than taking a ‘one size fits all approach’, be strategic about which areas of your service offering will be relevant to particular companies, and adapt your call accordingly. You need to be able to explain concisely exactly what you’re offering and how it can benefit them – this will require preparation on your part. An old sales adage says that a customer only needs three reasons to agree to a sale; this is not set in stone, but is, perhaps, a good starting point.
- Do… your research. Make sure you have built up a clear picture of the company you’re targeting, and why you think you have something to offer them. Are there any significant gaps in their service provision? Do you have a particular area of expertise that could complement theirs? Think creatively, but always base your ideas on a sound understanding of their organisation.
- Do… target individuals. It sounds obvious, but make sure that the person you’re trying to contact is the right one! A lot can be gleaned from company websites, and many offer a list of directors and managers and their responsibilities. Asking for someone by name, rather than requesting ‘whoever the IT manager is’ means your call is less likely to be declined or put straight through to voicemail by the switchboard. If you’re asked what the call is in reference to by a receptionist or secretary, don’t try to feign an urgent ongoing business matter – give a brief description of the reason for your call and ask if it would be a convenient time for a short chat with the contact.
- Don’t… launch into a sales spiel. Once you’re through to the relevant contact, always start by introducing yourself politely and asking if now is a good time for them to talk to you. Take the conversation at a measured pace so you can set out what you have prepared to say, but avoid slavishly reading from a script. After setting out briefly what you can offer, factor in a couple of questions early on in the conversation to engage the listener.
A bright, interested voice will hold your interlocutor’s attention, but sounding like a desperate, hyperactive double-glazing salesman will obviously do you no favours. Keep the tone relaxed.
- Don’t… let objections put you off. Objection handling is a first principle of successful sales. Prepare in advance a list of potential objections, together with what your (positive) response would be. For example:
Target: “We’re only a small company, we probably don’t have the budget for an IT consultant.”
You: “Well, I recently did some work for a Small to Medium Enterprise, and was able to offer them a reduced rate. Can I run some prices past you and you can see what you think?”
That said, “We’re not at all interested. Goodbye.” is not an objection – it’s a brick wall. Know when to terminate the call if your suggestions are unwelcome, and keep your cool. News of a rude exchange could spread to other potential clients.
- Don’t... lose track. Keep careful records of the client company’s status in terms of any sales calls made. Have you made a call, and been given the green light to call in with some proposed ideas? Was the contact unavailable for comment? Were you told that they didn’t have budget for your services now, but might do in six months time? Don’t let opportunities go to waste because of your bad organisation.
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