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Cold calling? How to win them over at hello

Published: Wed Jul 29 2020 12:05:00 GMT+0000 (Coordinated Universal Time)

With so much time and energy directed into digital communication, many business owners and managers we talk to are looking for the fastest, most effective way to generate more leads and sales for their business.

This article will look at two areas that will help you get better results from your phone calls.

85% of marketing teams say supporting their sales team is their #1 priority. Yet, 56% of salespeople have to prepare their own sales materials. (Hubspot)

Step 1. You are not a game show contestant - keep your intro concise!

Your prospective new customer isn’t waiting for the phone to ring to hear a 10-second speech about your business.

One of the worst ways to start a call with is something like:

“Hi! I’m Steven from The Oversharing Centre, the one-stop shop for all your oversharing requirements. We specialise in… ”

By the time you’ve finished your script, the person on the other end has hung up or they're waiting for a polite opportunity to end the call.

The goal is not only to introduce yourself briefly but, at the same time, pick up on cues about the prospect’s mood. Are they in a hurry? Are they in their car? Are they irritable, or do they sound relaxed and ready for a chat?

This lets you adapt your tone and pace accordingly, so practice a way that you are comfortable with to open the conversation.

Step 2. Make your telephone calls more buyer-centric

Cold lead generation calls should always be buyer-centric. Ask a few questions to get context and then modify your pitch in a way that puts the emphasis on solving the specific problem they described.

82% of buyers accept meetings from sellers who reach out to them. (Source: Hubspot)

Next, talk about positive business effects. Don’t just tell them about your wonderful product and expect it will excite them to book a meeting. That is not buyer-centric. Instead, chat about why your product is valuable and explain the results it will offer them.

So, you can say:

“At Protect Online, our health and safety task organisation system can help you stay on top of administration and produce a clear audit trail to monitor status and update documents in real-time with supporting records.

“Our clients find, not only does this add an additional layer of protection for their business, but utilising cloud-based software has made them more efficient in how they operate, supported remote working, and allowed them to respond rapidly to changes in legislation.

“I would love to see if we can find the same outcomes for you.”

Addressing some of those known outcomes, particularly after getting to know and understand the context and needs of the customer, means you can focus on the outcomes that they care about most.

Your turn

Use these simple approaches to improve your cold calling lead generation technique.

But if you want to focus on converting engaged and interested prospects into sales, contact us to find out about our guaranteed leads - with no upfront costs or monthly fees.

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