Cold calling is what you do to people whom you do not know. That is why for many people, cold calling is a struggle. However, there are also people who make success out of cold calling.
How Does Cold Calling Work?
First, understand that it’s all in the mind. So, you must change your mindset before you make a call. Most people who make cold calls, before picking up the phone, are hoping to book an appointment or make a sale. However, the problem with this mindset is that the persons on the other line often picks up this mindset immediately. They easily sense that you want to tame a sale rather than finding out what they really need. Thus, you sacrifice the need to build a relationship and to establish the trust of these potential customers.
It is important that you change your mental objective before cold calling. Shift your focus to thinking that when you make the call, you are going to build conversation with the person on the other line. Your goal should be to establish a level of trust with the other person until you can gain information as to what this person needs.
Second, understand the person’s mindset. If you are calling like another salesperson, imagine what would be the reaction of the person you are calling. It would be the same as yours when you receive that kind of call: it’s one of those salespersons again. Remember, the moment that you use the old cold calling strategy, wherein you call a person and tell him that you are offering a product—you will only trigger a negative response from the person you just called. You are inviting rejection. This is what most people who do cold calling do not realize. And then after a few rejections, cold calling becomes frightening. However, you did not realize that what triggered those rejections was your approach to the persons you called. The problem therefore is not what you are selling, but how you are selling.
Third, find out a core problem that can be solved. What you know is that whenever you start a conversation with a prospect, you should talk about yourself, your product, and your solution. Then you hope that that person connects and eventually say yes to your proposal. You might want to change the approach from now on. It is important to involve your prospect with what you are saying. Determine a certain problem that they might be experiencing instead of talking about yourself and your problem. Through this, you make a way to connect with your prospect since you make them feel that you are willing to understand what they are going through. When people feel that they want to be understood, they do not act defensively. Instead, they openly talk with you.
Fourth, do not start with a presentation. Start with a dialogue. The goal of cold calling is to create a two-way dialogue. You want to engage your prospects in a conversation, and not really to set up the person you called to answer with a yes or a no. The new approach for cold calling involves engaging people in a natural conversation like what you have with a friend. By doing so, both of you can decide whether it is worth your time to pursue conversation with each other.
In doing this, do not assume that your prospect would but what you have to offer despite that fact that they appear to be the perfect customer for your product. Again, if you have that mindset before your cold call, your prospects would easily pick it up and your offer will soon be rejected. So, as suggested, stay focused on creating a dialogue with your prospect.
Fifth, begin the conversation with a question about the core problem. When you know what problems to solve, you will know exactly what to say when you make your cold call. You can start by saying something like this: “Hi, my name is __________. Maybe you can help me out with something.” The most probable response is, “Sure, how can I help you?” This is because the approach is based on honesty and truthfulness. When the prospect respond in a positive way, you response with the core problem to determine if it is the problem of your prospect. So you should say something like, “I’m calling to see if you are grappling with any issues…” If you examine closely, the script involves no pitch and no introduction. Instead, it opened up with a question in order to open the conversation and eventually develop a relationship with the other person.
Sixth, recognize sales pressures. There are certain factors that you should take into consideration when making a cold call. For instance, enthusiasm can send the wrong signal to your prospect, like it can send pressure over the person to buy your product. So, learn to recognize things like this as you converse with the other person. It is important therefore that you engage people in a natural conversation because the moment your prospect feels that you are selling, there is a high likelihood that you can turn him off.
Seventh, know when to pursue. Suppose that you engaged your prospect in a dialogue and this person responded positively to your pitch. When the prospect is interested, determine if the prospect will pursue in buying your product. It is important that you find this out early on in order not to waste time and effort.