Cold calling is a big part of what we do here at Gungho Towers, and over the years we’ve picked up more than a few little tricks and tips for how to do it effectively and achieve the outcomes our clients are looking for.
Of course the old adage ‘practice makes perfect’ carries a lot of truth here – the more calls you make and the more time you put in, the better you get at it. Trouble is, waiting to get that experience just takes so darn long!
But what if there were a list of, say, ten essential tips that would help you improve your cold calling technique now, while you wait for that hard-earned experience to start to show?
Oh, look. It just so happens you’ve found that very list right here. Happy reading!
1. Know your Prospects
And we mean really know them – as people. Get intimate with their industry, and what it means to have their job and their responsibilities. Truly immerse yourself in their world to understand what will be on their radar, and recognise what their likely challenges will be.
The more we feel a sense of connection with our prospects, the more they are likely to share current concerns and issues, and the more curious they will be about what we can do for them.
2. Get Emotional
Too often tele-marketers have a functional, mechanical approach to cold calling, believing that simply making more calls will automatically translate into getting more appointments. Measuring activity levels is important in this industry (no calls = no appointments!), but what gets the best results is not the amount of calls, but the quality of the content in each call.
Getting to grips with what’s important to each prospect, how they like to best engage, how to best build credibility and trust, and what approach works best – these are the things that will bring home the bacon far more effectively than just playing the numbers game!
3. Love the Gatekeepers
Switchboards and PAs can be tricky to the untrained cold caller. In our world at Gungho, we love gatekeepers and have a huge respect for them. We see them more as signposters – if you approach them with dignity and respect, they will more often than not be hugely helpful and advise you who the best person is to speak with.
4. Build Trust
As Elvis used to say, we can’t go on together with suspicious minds.
Trust is a rare resource these days. At the start of each call, recognise that the person you are talking to has a very busy schedule and that this call is an intrusion into their day. Don’t presume that they are interested in what you’ve got to say. You need to check with them whether they are the right person to be speaking with, and check too that this proposition is going to be of interest to them before diving right in with what you have to say!
5. Make it real
If you’ve done a good job at step 1, then making it real should be a doddle. Build credibility and help make it real for the person you are talking to, by showing that you understand what sort of challenges might be on their agenda. Share with them how your value proposition can go some way to dealing with these challenges. Leave them feeling curious.
Stop by again next week for the concluding part of our top ten tips for cold calling campaigns. We’ve got 5 more gems in store that will help you improve your cold calling technique immediately.