When done correctly, cold calling can become a valuable growth tactic for any business. This process requires a basic strategy that many companies seem to ignore, and they limit the process to getting a list of contacts and asking a team of agents to make phone calls all day long. This process usually wastes resources and time resulting in just a few or no customers.
If you want to have a sales call process with better results, we recommend you follow these steps to improve your strategy:
1. Prepare a list of potential customers, not just a list of contacts
The goal of a cold calling campaign is to get new customers and not just increase a calls counter. You must take your list of contacts, acquired by any means, and pick the most valuable leads from there. A good lead must meet the following requirements at the very least:
- A logical and probable interest in your product or service: You must validate among other things if you have similar clients, if their business model has the needs that your offer fulfills, or perhaps if they already use a product or service like yours.
- Financial capacity to pay your prices: You know your costs and your desired deal size, so you should avoid contacting leads who may think your prices are very high or who may not have the cash flow for paying regularly.
- Authority to decide or influence in the purchase: You must confirm that those whom you contact have the necessary authority to buy, or at least have an influence in the purchase decision. You can check if at least your contacts can help you get to those who can close the deals. If you can only call to the company's receptionist, you should make sure you have the name of someone who has some meaningful participation in your sales process.
Before calling, it is essential to do your homework and research all the selected leads. This way you can understand how your product can give value to them, and show your offer accordingly. You must previously register the contact in your CRM to handle the sales process. Remember to log each call in your software; you can also use a phone system like Toky that logs every inbound and outbound call automatically using a CRM integration.
2. Choose the best day and time to call each lead
You must adapt to your prospect's schedule, even if it's a person or a company. Some people recommend making these cold calls during working hours early in the morning (8 a.m. to 9 a.m. for example) and ending the afternoon (4 p.m. to 5 p.m.). Intermediate hours like 10 a.m. or 2 p.m. are difficult times because they are usually the most productive and busy for almost everyone. If you make international calls to your potential customers, make sure to consider their time zone and not yours.
3. Set a specific goal for each call
It would be best if you had a real goal before making your call, perhaps you can talk to decision makers and make a sale, or at least schedule an important meeting; or you can contact someone who can take you to that person, in which case you must achieve at least a meeting. Do not forget to register the call details in your CRM.
4. Try not to sound like a salesperson
You shouldn’t speak like you’re a contest show host or with the exaggerated enthusiasm that identifies many salespeople; usually, this sounds fake and scares customers away. If you have a sales script, you can use it because it can considerably reduce mistakes and makes the call more concrete. Always use a calm tone of voice and proper pronunciation and intonation.
5. Do not waste the first 20 seconds of the call
Getting your prospect to answer your call the first achievement. When someone decides to answer a call from an unknown number, it implies that they evaluated their availability of time and mood to attend to someone they do not know, and that can easily be a sales call.
Your leads may be more willing to answer your calls if they see a local number in the call identifier. Using a virtual phone system, you can easily get a virtual phone number in the country where your potential customers are located, and select this number for calling them.
Whether you use a script or not, we hope you keep the following in mind to avoid being rejected from the very beginning of the call:
- Greet the contact person when they get on the line, indicating who you are, and what company you are calling from.
- Please explain the reason for the call concisely, without making a pitch of your product or service, don’t focus on talking about all its features. Focus on mentioning the benefits you can generate, make sure they understand how you can provide value in their specific case. If you spend the first few seconds talking about you, presenting your proposal aggressively, talking your certifications, or even worse, using technical jargon and talking about your price in the wrong moment, it is way more likely that you will be rejected.
- Be polite and confirm with your leads if they have time to answer your questions or get a new date and time to call.
- Allow your prospect to answer every question without interruption and try to make them speak more than you, but you must try to provide structured questions and conduct the conversation. They will be thinking about the magical question: What's in it for me? You must make sure to give the right answer and explain how you can fulfill their needs.
If you manage to get through the first few seconds of the call without being hung up on and you manage to get to the questions stage, try to make every one valuable to help you qualify your lead and refine your offer.
How to improve your cold calling campaigns with Toky
Toky is a virtual phone system that will allow you to make cold calls to any country, using some of its features like:
- Virtual phone numbers: You can get a phone number in more than 60 countries and choose which one will appear in your customer's caller ID; this increases your chance of the call being answered.
- Integration with CRM and business applications: Toky's CRM integrations log call data automatically in your CRM software, eliminating manual recording and having an updated contact history of each client.
- Click to call in the CRM: The integration of Toky with your CRM allows you to call any contact with a click without leaving the software, making your calling process more straightforward.
- Call recording: Toky can record every outbound call and attach it to the CRM as a note. You can use these recordings to evaluate every call, reducing the need for manual notes and improving the sales strategy when you find mistakes in an unsuccessful call.
- Speech to text: You can transform call recordings into text and attach them to your CRM, or use them for customer analysis.
If you want to improve your sales call strategy and also communicate better with your customers, try Toky for free!