Many say cold calling is outdated, but lots of successful businesses still use it to make money. Here’s a guide with practical tips (and scripts) to boost your cold-calling efforts.
Whether you work in a big company, a fast-growing startup, or a small business, many sales reps spend their days calling potential customers.
But here’s the thing: If you’re still cold calling like it’s the 90s, it won’t work. Times have changed, and you need to change too.
That’s why we’ve gathered 10 top cold-calling tips for startup founders and B2B sales pros. These tips will help you make more sales and close more deals using methods that work today.
Does Cold Calling Still Work?
Some say cold calling is outdated, but research shows otherwise. Almost 50% of buyers prefer phone calls, and 82% accept meetings from sellers who call. Yes, cold calling still works! Ready to improve your skills?
Let’s explore our top 10 cold calling tips, categorized into:
- Preparation tips for your calls
- Advice for making the calls
- Tips for evaluating and improving your calls
- Ideas to keep enhancing your skills
Ready to create a cold-calling strategy that boosts your sales? Here’s how.
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1. Understanding Buyers in B2B Sales
Many cold calling tactics are designed for selling directly to consumers (B2C). These calls focus on convincin’ a single person to buy somethin’.
B2B lead generation needs a different approach. In most businesses, you’ll need approval from several people before a sale happens. You’ll need to get past the receptionist and impress the decision-maker and also convince their bosses that your product is a good choice.
To do that, focus on building a relationship. This takes time and won’t happen in your first call. That’s why your initial call shouldn’t be a sales pitch. Instead, you should spark their interest and open the door for future conversations.
2. Building Your Target Lead List
It’s important to qualify your leads before calling them. You’ll save time and avoid frustration by carefully choosing the right people to talk to. We need to prepare a B2B lead list.
Start by knowing your ideal customer and building a good list of potential buyers. The more specific you can be (by job title, location, industry, company size, etc.) the better. Then do some research on the companies you’ve listed. Look at their website, LinkedIn profile, press releases, or blog posts.
But don’t spend too long learning about each company. It’s a waste of time, especially if they hang up on you. Instead, focus on understanding the industry as a whole so you can craft a good opening line for your call. As you learn more about specific leads through conversations, you can tailor your approach to that company.
3. Warming Up the Cold Call
You can call without any warning, but it’s better to warm up a prospect if you can. A quick message on LinkedIn or Twitter a few days before your call can improve your chances of success.
Sending a short video or video series can also be a great way to capture interest and set the stage for a future call.
Because it usually takes multiple touches to land a sale, anything you can do to prepare the lead beforehand will improve your odds.
4. Setting Multiple Goals
Cold calls rarely lead to immediate sales. This is especially true for B2B calls where you need approval from several people. Don’t set one big goal and then get discouraged if you don’t reach it.
Instead, create smaller goals that move your lead further along the sales process. Make the goal of the call a mini-conversion and schedule a follow-up to keep things moving.
- Goal one could be to send more information.
- Goal two could be to schedule a demo or meeting.
- Goal three could be to review a proposal you’ve created so a decision can be made.
Create a systematic process that guides your lead towards a well-informed and enthusiastic purchase.
5. Creating a Call Checklist
Once you understand the industry you’re targeting (by focusing on their challenges) and create a list of mini-goals, it’s time to develop a plan for your call.
But instead of a script, create a checklist for the call. Your checklist will give your call structure and direction, and ensure you hit all of your key points.
The checklist is similar to a script, but here’s the difference: A script sounds rehearsed (because it is). If you use a script, you might be tempted to read from it, and your prospect will know right away. This won’t build trust, which is essential for moving the call forward. You can use a full script if it feels natural, but it has to be delivered very well.
Read also: What Is B2B Appointment Setting and Why Does It Matter
A checklist, on the other hand, is like a framework that you can build on. This framework includes important points you want to cover in the call.
However, you may find it helpful to create a standard introduction that can ease your nerves at the beginning of a call.
Going back to the call checklists, you’ll need to create two: one for receptionists and one for decision-makers. You’ll likely encounter more receptionists than decision-makers during your cold calling, so be prepared to give them a reason to connect you with the decision-maker.
Here are some basic things to include in your checklist:
- A greeting
- The purpose of your call (introduce yourself, follow up, move from receptionist to decision-maker)
- Why your product matters to them and how it solves a real problem (use what you know about their industry as a starting point)
- Prepared responses to objections and concerns (make a list of common objections and your persuasive replies)
- A scheduled future contact
6. Giving Them a Reason to Listen
People get annoyed when they realize you’re cold calling them. No one wants to be sold to right away. That’s why you should.
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7. Starting the Call on a Positive Note
Don’t begin your call by asking “Did I call at a bad time?” This might seem considerate of their schedule, but it actually sets a negative tone by putting them on the defensive.
Of course, you’re interrupting their day.
Instead, be upfront and say “I know you’re busy, so I’ll keep this call brief. I have one question: [insert a simple question that piques their curiosity while also acknowledging their pain point].”
8. Focusing on the Prospect
After introducing yourself and your service, focus on the prospect, especially their needs and how you can help them achieve their goals. Your main objective isn’t to sell; it is to gather information that increases your chances of closing a future sale.
Take time to listen attentively.
Many salespeople miss out by not truly listening to objections and relying on scripts that might not fully address the prospect’s concerns. Actively listen to what they’re saying and validate their feelings. The easiest way to do this is by repeating their concern and providing a direct answer.
Read also: Strategies for Building a Successful B2B Webinar
9. Practicing Your Cold Calls
You can practice by making real calls or by working with your team to refine your approach.
While both methods offer value, practicing with your team is generally more effective. They can provide constructive criticism to help you improve much faster than learning from real-life cold call mistakes.
10. Maintaining a Positive Attitude
Cold calling can be challenging. It’s easy to get discouraged, and developing thick skin is a common trait for salespeople.
However, staying positive can propel you through a cold call session. Your positive attitude can also be contagious and make you more appealing to potential customers. If they feel your positivity and enthusiasm, they’re more likely to hear you out. Believe it or not, simply smiling while you talk can make a big difference, as a smile can actually be heard in your voice!
