Cold calling is a numbers game many businesses have decided is not worth their time. Fortunately, this leaves a broader field for those willing to cold call.
However, as anyone who has performed cold calls knows, this sales technique is a great way to get many “no” responses, which is discouraging for most salespeople. In this article, you will find some shared by Nancy Calabrese, CEO of One of a Kind Sales, in her recent interview with Adi Klevit of Business Success Consulting Group.
During her interview, Nancy discussed her cold calling system, what to do when someone says “no,” and the importance of following up. Read the article below and listen to the interview to find vital information for improving your sales strategies.
Systemizing Cold Calls
If you have ever tried to tackle cold calling without a system, you know how ineffective and chaotic that can be. Here is a summary of the system Nancy suggested for cold calling:
1. Create a list
The first thing you need to do is create a list of everyone you will call. If you are buying a list, consider taking the time to prequalify the people/companies on the list. Are they companies that fit your target market? Is the C Suite decisionmaker listed? Can you connect with them over LinkedIn before or after the call?
Qualify your list as much as possible in advance.
2. Build a script
The idea behind a script is not to robotically read from a prepared sheet but to have something you can say in 30 seconds once you get through the gatekeeper and are talking to the decisionmaker or leaving a voicemail.
Once you have the script laid out, drill it with another salesperson repeatedly until you can make it sound conversational, inviting, and not robotic – even if you only leave a message.
3. Get through the gatekeeper
Getting through the initial gatekeeper can be difficult. That person is there to protect their executive’s time. Nancy shared that the best way to get through a gatekeeper is not to lie or be overly polite but to keep things short and to the point.
Her example is “ Hi, this is __. Is __ around? I need to speak with them.”
A short, urgent communication shows the gatekeeper that you are there to do business, not to ask for permission.
4. Give your pitch to the decisionmaker
Now that you are through the gatekeeper, give your short, 30-second pitch to the decisionmaker. This usually consists of a brief introduction and hits a common pain point. Once you’ve given the individual the pitch…
5. Be ready to listen
After the pitch, you want to listen to the person on the other end of the line. They may give you an immediate “no, thanks.” They may be interested or have a pain point to share. Either way, listen to them.
5. Set the appointment or, if it’s a no, ask for a referral
If the decisionmaker is interested, you can continue through the sales cycle or set an appointment. If they give you an immediate “no,” recognize this is a typical response and ask them if they know anyone who could utilize your services. If you’ve given a great pitch and are willing to listen and communicate, they may provide a referral, which you can contact.
6. Finally, follow up.
Even if you get a “no,” you can follow up. Nancy puts these leads into a follow-up drip campaign, suggests adding them on LinkedIn, and finding additional ways to get your material in front of them. According to her, on average, a C Suite executive will pay attention to your message after around eight to twelve touches, so find as many ways to stay in front of them as possible, without spamming them.
When Someone Says “No”
In the world of cold calling, about 90% of responses will be a “no.” This can be demoralizing, right? Many salespeople dislike cold calling because of the sheer number of times they will hear “no” in a day.
Here are a few things that Nancy suggests:
1. Celebrate every yes!
2. Look at the “no” as getting closer to a “yes.”
3. Have a follow-up system. If you do not, then that “no” will never turn into a “yes.”
4. Focus on the numbers – the more calls you make, the closer you are to a “yes.”
5. Remember, this is a high-touch technique.
It can be hard to hear “no,” but this can also make getting a “yes” all the sweeter.
Sales is an area of your business that requires systems for consistent success. If you haven’t built sales processes or find process documentation to be a challenge, connect with the experts here at Business Success Consulting Group. We are here to help you build and implement your business processes.
