Plan smart and avoid mistakes to master cold calling.

Cold calling often has a bad reputation. It makes people think of useless offers, robotic conversations, or pushy salespeople. But it doesn’t have to be that bad – cold calling is easier than you think. You might be making some common mistakes without even knowing it! Cold calling is more than just talking on the phone. Let's look at some typical mistakes people make when making cold calls.

First, always use people's proper names, avoiding any nicknames. Instead of immediately asking the person on the line for something, spark their curiosity by mentioning an interesting idea. Focus on something other than starting the conversation by focusing on yourself. Instead, tell the other person exactly how you can help them. Be specific because they might lose interest if you need to be more specific. A bad call might go like this: "Hello Sander, this is George Barkley from Gold Insurance, a health insurance provider. I’d like to take 20 minutes to offer you a deal.” This introduction is not effective because it's dry, impersonal, and boring.

Engage Introduction Strategies for Better Impact

Instead of starting with a cliché like "I'd like to introduce myself and my company," which can sound apologetic for grabbing your prospect's attention, it's better to use a more original approach. This helps in creating a more engaging and effective introduction.

When communicating, avoid using "just," which can weaken your message. Also, skip stating obvious facts, like "You sure were hard to reach!" It's true but doesn't add value and wastes time.

Prepare calls with empathy, aiming to fulfill prospects' needs effectively.

Preparing for a phone call might seem unnecessary. But it's more than just talking; you're working toward important goals with each call, so it's crucial to have clear objectives in mind. When planning your calls, try to understand and respect the other person's point of view. Everyone sees things differently based on their own experiences. They'll only be interested in what you say if it matters to them and connects with their viewpoint.

Think about: What does this person do every day? What does she require? How could your product or service simplify her life?

People have various needs. Think about what your contact might require. They might need help reducing their workload or increasing their sales revenue.

Consider Their Happiness and Interest

When you communicate, think about their happiness. Make sure you only share what they want to know, and keep it interesting!

Customers first want to know how your product or service functions. They prefer easy-to-use products with simple setups, saving time and avoiding stress. When selling a vacuum cleaner, make sure to explain clearly how it's put together. Tell customers right away about any important technical stuff they need to know. When talking to high-level executives, approach them differently. They're not interested in small details. Instead, they want to know how your product will benefit them in the long run. They'll ask about your price, how reliable you are as a seller, and what your backup plan is if there are any unexpected issues with the vacuums.

Prepare and be considerate of their specific needs and situations.

Sales representatives often view cold calling as routine and repetitive. However, it's crucial to remember that the people answering the phone are human. They have their own worries and duties, and their decisions are shaped by their surroundings. As a cold caller, it's important to understand these influences. Different aspects of society like economic recessions, major political shifts, or new technologies can greatly affect people's lives. These changes should be considered when thinking about your target. If there's a big news story criticizing vegan food, it could affect vegan food producers.

 For example, if you're trying to partner with a vegan food reseller, they might not be interested in your idea anymore. They might not even want to talk to you!

If now isn't the right time to ask for more distribution or start serious negotiations with them, they might appreciate help with crisis communication instead.

Research Before Calling: Understanding Companies

Before you make a call, gather as much information as possible about the company. Most company websites are designed to provide clear details about their employees, goals, and values – so make the most of them!

If a website lacks information, search elsewhere. Use Google with your query in quotes, followed by "site.com." For example, "journalist" site.com. Using Google Street View to check out the office where your contact works can be helpful before a call, especially if they're high up in the company, like a CEO. It helps you prepare for the right tone. If their office is in a fancy place, like a tall building in a financial area, keep your approach very professional. If their workspace is simpler or more relaxed, they might prefer a more casual approach.

Research prospects using social media and digital tools effectively.

Research is essential, but how should you approach it? Instead of opening many tabs, consider using a digital search tool. Using digital tools allows you to find all the information you need on one screen. They are especially handy when you have time to research thoroughly before making decisions. Sorting through online information can feel overwhelming, but tools like InsideView help you find exactly what you're looking for.

InsideView is a well-known research tool that gathers essential contact details such as email addresses, phone numbers, and Twitter accounts. It also shows your Facebook connections with potential contacts, letting you see if you're already connected. Moreover, it keeps you updated on important social media updates related to the person's company. Social media platforms like Facebook and Twitter are valuable for getting to know people or organizations better. They are often less formal than official websites, making it easier to understand them. Checking these platforms can help you connect with others on a more personal level.

Finding Information Online

Explore forums and blogs where amateur writers and filmmakers are active. These platforms often provide insights about the CEO you're interested in. Blog posts might reveal details that professional sites overlook.

Before you meet someone new, check them out on YouTube! You might find interviews or short documentaries that aren't available elsewhere. Living in today's digital era means using online tools to enhance your cold-calling abilities. These digital resources can significantly boost your skills, even if they require payment—they're a worthwhile investment in the long run.

Have clear goals but prepare a backup plan if they fail!

Many people call prospects without clear goals in mind. This might sound like a simple question, but it's important to understand why we reach out to them in the first place. Setting clear goals is crucial for success, but cold calling isn't simple. If it were, the rejection rate wouldn't be so high! Even experts sometimes set vague goals, like just "spreading the word." This can make them ramble on calls, boring their listener and gaining nothing in return.

Before you make a call, write down your goals. These goals should be ambitious but realistic. For instance, a good goal could be, "I will work to build trust so that Mercedes-Benz might sponsor me someday, even if it's not possible now."

Fearlessness in Seeking Information

When talking to potential clients, don't hesitate to ask for specific details. Holding back could lead to believing in limits or making predictions that come true—restrictions you let stop you from reaching your goals Even with thorough planning and prepared questions, unexpected problems can still arise during a call. This is where your backup goals become important.

Great preparation doesn't always guarantee success. If things go wrong, aim for your backup goal. For example, focus on making a good impression on your potential customer. If you have a positive conversation or get permission to follow up later, it can be really useful in the future.

Surprise prospects with unconventional tactics to grab attention effectively.

Just about everyone loves an entertaining surprise, so when you’re smart calling, don’t forget this. Surprising your prospect with unusual call tactics isn’t just more fun—it can also work wonders! Instead of following the crowd, try calling your contact at an unexpected time. It might seem strange, but it shows you're bold and different from others. During your career, you've probably heard advice like, "Avoid calling during holidays!" or "She'll be upset if you call on a long weekend." These rules might seem logical, but the best communicators know when to bend them.

Calling someone at an odd time shows you're bold. The person might feel flattered because you chose to call when you probably shouldn't have.

Best Time to Connect During the Holidays

It's wise to reach out between Christmas and New Year's Eve. Many people are eager to spend the money they've received from family or clients during this period. Even in bad weather, a Xerox salesperson broke a sales record during a snowstorm.

Many office assistants stayed home during the storm, while their bosses still went to work. Normally, the Xerox sales rep struggled to reach his sales prospects because the assistants, who acted as gatekeepers, were hard to contact. However, during the storm, he had a chance to speak directly with the bosses. Sending unique gifts or notes helps you stand out. It's tough to make an impression when you're just one of many people they talk to each month. But if you send a cool gift along with an invite to dinner or a night out, you'll catch their attention. Humor always works! How about sending them a new pair of shoes with a clever note: “Just trying to get my foot in the door!”

Respect assistants; they can be more than gatekeepers.

It’s frustrating for every salesperson: you do thorough research, gather useful insights about your potential customer, plan your call strategy, and even prepare a backup plan – only to dial the number and reach their assistant!

Gatekeepers or assistants can be frustrating to deal with when you're trying to sell something to their boss. Instead of seeing them as obstacles, consider their perspective: imagine you're at work, doing well, and then a salesperson calls out of nowhere and starts being rude. Would you want to help that person? Probably not. You might even want to stop them from being rude to your boss. Maintain patience. When interacting with assistants, introduce yourself, avoid interrupting, listen attentively, and respond considerately to their queries.

Gatekeepers as Valuable Contacts

Gatekeepers, whether assistants or other types, aren't just obstacles to your goals—they can be valuable business contacts too. Remember, they're human too!

Don’t assume a gatekeeper holds a low position in the company. Some gatekeepers do much more than just protect entrances! In one company, a sales representative’s wife acts as the primary purchaser, handling 90% of office procurement. Surprisingly, many reps overlook her because she isn’t the CEO, though she ranks just below in the hierarchy!

Callers should build a friendship with her. She's a gatekeeper but also holds significant influence in the company.