If you ask salespeople to be honest, most of them will say they don't like cold calling. They will try to avoid it by saying cold calls don't work. Those who know the Sandler Belief Wheel know that their beliefs will impact results. If you think it won't work, it won't. To help you change your mindset about cold calling, here are some tips to help you make them more effective.
A strong upfront contract is the foundation of successful cold calling. It sets clear expectations and ensures both parties are on the same page from the outset. When you establish an upfront contract, you're agreeing on the purpose, time frame, and desired outcome of the call. This mutual understanding helps minimize misunderstandings and keeps the conversation focused.
For example, when reaching out to a prospect, you might say, "Do you mind if I take 30 seconds to tell you why I called, and you can let me know if it makes sense to continue?" This approach is respectful of the prospect's time and increases the likelihood of a productive conversation. A strong upfront contract also helps in reducing the number of last-minute cancellations and rescheduled meetings, as the prospect has already committed to the agreed terms.
Your 30-second commercial is your elevator pitch—a concise, engaging summary of who you are, what you do, and why the prospect should care. It's crucial to make this pitch compelling to capture the prospect's interest quickly. The goal is to communicate your value proposition clearly and succinctly, leaving the prospect wanting to learn more.
To craft a compelling 30-second commercial, focus on the problems you solve and the benefits you provide. For example, instead of saying, "We offer sales training," you could say, "We help sales teams increase their close rates by 30% through targeted training programs." This approach highlights the value you bring and makes it easier for the prospect to see how you can help them.
Your commercial should end with a hook question that encourages the prospect to engage further. For example, "Do you find that your team struggles with closing deals?" This question prompts them to reflect on their own experiences and sets the stage for a deeper conversation.
Pattern interrupts are techniques used to disrupt the prospect's natural thought patterns and grab their attention. Given that many people instinctively dismiss cold calls, using a pattern interrupt can be an effective way to stand out and engage the prospect.
One common pattern interrupt is acknowledging the nature of the call right off the bat. For example, "This is a cold call, and I know you probably hate getting these as much as I hate making them. Can I have 30 seconds to tell you why I called?" This unexpected honesty can disarm the prospect and make them more receptive to your message.
Another technique is to start with an unusual or intriguing statement. For example, "If I told you this is a cold call, would you hang up?" This approach piques curiosity and encourages the prospect to hear you out.
Successful cold calling is about managing behaviors rather than focusing solely on outcomes. This approach emphasizes the actions you can control, such as the number of calls made, rather than the results, which can vary. By concentrating on consistent behaviors, you can create a sustainable and effective cold calling practice.
Develop a playbook or cookbook that outlines the specific behaviors required to achieve your goals. For instance, if your goal is to schedule 10 appointments a week, your playbook might include making 50 calls, sending 20 follow-up emails, and attending 2 networking events. Tracking these behaviors helps you stay accountable and provides a clear path to reaching your objectives.
It's also important to regularly review and adjust your playbook based on your results. If you're not hitting your targets, you may need to increase your activity levels or tweak your approach. This continuous improvement mindset ensures you're always moving towards greater success.
Call reluctance is a common challenge in cold calling, but it can be overcome with the right strategies. One effective method is to create a positive mindset before making calls. Remind yourself of the value you provide and the success stories of past clients. This can boost your confidence and make it easier to pick up the phone.
Another technique is to prepare thoroughly but avoid overthinking. Research your prospects enough to personalize your approach, but don't get bogged down in details. The goal is to have a natural, engaging conversation, not to deliver a script.
Using a structured approach, like the one discussed earlier, can also reduce call reluctance. Having a clear plan for your call, including your upfront contract, 30-second commercial, and pattern interrupt, provides a roadmap to follow and makes the process less daunting.
Lastly, practice makes perfect. The more you cold call, the more comfortable you'll become. Role-playing with colleagues or mentors can also provide valuable feedback and help you refine your approach.
By incorporating these strategies into your cold calling practice, you can increase your effectiveness and achieve greater success. Remember, the key to mastering cold calling lies in preparation, consistency, and continuous improvement.