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Cold Calling Success: Six Tips to a Perfect Call

July 16, 2014
By Daniel Brecht - Contributing Writer


Cold calling is an old-fashioned approach to finding new customers or clients. Marketing companies have used this tactic for years to foster future sales. A “cold call” is made to someone that is not expecting a call or has not specifically asked to be contacted; most recipients would rather not be bothered with a sales pitch. No one really likes cold calling, even sales people, but some businesses still rely on it for growth


Although good old-fashioned cold calling is not a favorite activity for the majority of sales people, as many would rather avoid the task, it is still a powerful marketing tactic. It’s a popular method designed to draw new customers to the company by advising them directly about products and services. In fact, today telemarketing is still on the rise; this is also thanks to the use of other communication means such as emails, social network connections or Web conferencing. Although new technologies and services are being used, however, the telephone, as a sales and marketing instrument, is far from dead as it makes contact with a large number of prospective customers much quicker; plus, it allows for real, personal communication.

Making unsolicited sales phone calls is becoming harder, or even not allowed in some countries. In the U.S., The National Do Not Call Registry is intended to give consumers an opportunity to limit the telemarketing calls they receive, through an opt-in or opt-out option. The registry only applies to residential lines, not to business lines, so it will stop most, but not all of the unsolicited calls that go through without prior consent of the subscriber.

People usually prefer warm calls to cold calls -- that is, talking to someone with whom they have had previous contact. “By nurturing your cold prospects to warm ones, with helpful content via email, content marketing and social media, you will create prospects who know and trust you,” explains a Business 2 Community post that notes the problem with cold calling (high rejection rate) and presents a solution (other than software or outsourcing): “warm calls”. The post explains how a warm call is more welcoming, as the person contacted has, in some ways, already shown interest in your company. Warm calling, potentially, can keep a sales team happy and the business thriving.

If cold calling is necessary, however, there are ways to make them more appealing to consumers. Here are some tips and thoughts on cold calling techniques, as pointed out in another B2C post for professionals to improve the overall approach to telemarketing/telesales:

Use a friendly attitude. Consider using a calm, collected voice to introduce a professional product or service. Do not be loud, fake, formulaic, and, in addition, avoid harsh-sounding emails, too.

Be conversational and genuine. Try to develop a conversation rather than going in hard to make a quick sales pitch. Never force a sale. All telemarketing needs is a more human touch.

Try to find a personal connection with your prospects. Consider an up-front approach with that contact person. Be sincere and honest, too.

Learn about your prospect's individual or business needs first (i.e., before making contact) so you can more effectively tailor your pitch to try to sell your product or service.

Mind your voice. Voice has a major impact on the type of answer a contacted customer gives to the sale pitch. It is even more important than the words that are actually used. It is essential then to practice varying the tone and keeping it interesting while slowing down and accelerating as needed, as in a normal friendly conversation.

Practice makes perfect. After the “no” – evaluate what you said and what might have gone wrong; then, try again with the same contact at another time to strive for a “yes”.


Edited by Rory J. Thompson



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