How to Succeed at Cold Calling with Call Recording Software.

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How to Succeed at Cold Calling with Call Recording Software.
Last Updated on May 16, 2024


Cold calling is not an easy task. Reaching out to prospects who have no prior knowledge of a business can feel overwhelming and intimidating. Business owners question the viability of this practice because it is known for its low success rate. Although cold calling does possess challenges, it can be an effective way to generate leads and produce sales when applied correctly. The solution is to place a good strategy behind the cold calling campaigns.

This article will define what cold calling is and how to build an effective strategy to a successful campaign.

What is cold calling?

Cold calling is the strategic practice of outreach to prospects who have not signaled interest in engaging with a sales representative, buying a product, or service from the company originating the call.

The objective of a successful strategy is to convert the cold prospect into a warm lead and integrate the lead into the sales funnel. This is accomplished by establishing a rapport with the prospect, demonstrating a genuine understanding of their challenges, and communicating the solution within the company’s product. The cold caller must follow a specific procedure to acquire success.

Agent following the Cold Calling Script.

How to Succeed at Cold Calling.

Preparation is essential to success before beginning a cold calling campaign. Identify the goal for each call. The goal may be anything from scheduling a demonstration appointment, inviting the prospect to an event, qualifying to convert the prospect to a lead, etc. Once a goal for each call is established, then apply the following steps to achieve success.

  1. Research the prospect – Proper research is key to success. Identify the companies that will benefit from using the product for B2B research. Narrow down and identify the decision makers. Learn about the background of these decision makers. This can be accomplished by reviewing their social media channels such as LinkedIn. Understand their challenges by reading any posts or articles they have posted. Identify how the product will solve their problems. Bear in mind, people are more willing to buy a solution to their problems as opposed to being sold a product.
  2. Warm the prospect – Attempt to connect with the prospect before initiating the call. This may be accomplished via email or social media messaging. This creates awareness of the product and allows the prospect to be familiar with the company.
  3. Establish an objective for the call – What is the objective of the call? Is the call to establish awareness of the product, setup a meeting for a demo, or establish a sale? Stay focused on the goal and this will keep the conversation moving forward.
  4. Compose a script – A script is critical to keeping track of the vital points to cover during the call. A script is not intended to be read verbatim. It is a guide to steer the conversation, track talking points, and prepare for potential objections. Bear in mind the key elements in the research stage and discuss the challenges the prospect may have and how the product will solve their problems. It is important to have three scripts: prospect, gatekeeper, and voicemail script.
  5. Identify an ideal call time and local number – Try to understand the prospect and determine the best time to call them. Most companies conduct business between 9am and 5pm and break for lunch at 12pm. Cold calls are typically more successful between 11am – 2pm, right before or after lunch. Use a local number when the call is made. This will improve the probability that someone will answer the telephone.
  6. Work with the gatekeeper – A gatekeeper is typically the assistant of the prospect. One of their duties is to screen and allow important calls to proceed to the prospect. It is typically ineffective to try to slip around or insist to pass through them. This approach may work occasionally, however; it will more often ruin the path to the prospect. A better approach is to treat them as an extension of the prospect. When respect is demonstrated to the gatekeeper, the probability of the gatekeeper becoming an ally improves. The chances of converting your product into a sale improves when they become an advocate.
  7. Leave a voicemail – It is tempting to disconnect at a voicemail box, however; leaving a voice message creates awareness and places the prospect in the sales funnel. Keep the voice message short, below 30 seconds. Leave a name, company, and a brief message about the objective of a call such as a demo or meeting. Repeat the name and contact number to allow the prospect to write down the details.
  8. Conversation with the prospect – Every second counts when speaking with the prospect. Begin with a great introduction because this is the prospect’s first interaction with the company and will set the tone for the call. Build a rapport with the prospect and demonstrate an understanding of their business and their needs. Ask the right questions and adjust to the prospect’s objections. Prospects will often be skeptical of the product’s capabilities. Demonstrate empathy and address each concern.
  9. Deploy Call Recording Software for success – Summarize the call, schedule a follow up if the prospect is expecting one, and create a strategy to maintain communication if the call was successful at the end of the conversation. Use call recording software and review the call. Obtain an understanding about why the call was successful. Look for the moment the conversation went in the wrong direction if the call was not successful. Work with the sales manager to establish sales coaching to improve performance. This involves listening to recorded calls, establishing a peer review system, and sharing what was learned to the sales team, both successes and mistakes

The Key Cold Calling Success.

The key to successful cold calling is a persistent positive attitude. A person who performs cold calling will attempt large volumes of calls with a great deal of rejection. The people who are successful at cold calling do not let rejection affect their ambition. They deploy the best call recording tools, learn from each call they make, and maintain a positive attitude. Eventually, they will see less rejections as they learn from their mistakes and successes. Contact Us for more information about deploying a call recording solution for your business.

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Last Updated on May 16, 2024