Telemarketing Software Featured Article

How to Take the Dread Out of Cold Calling

May 22, 2017
By Tracey E. Schelmetic - Telemarketing Software Contributor


Let’s face it: cold calling is almost no one’s favorite job. It’s intimidating. It can lead to multiple rejections and even rudeness. It often feels unproductive. It also takes up a lot of time. For this reason, it’s one of those sales tasks that often gets put off for too long. This is a problem because, done correctly, cold calling, or telemarketing, works.




The ideal way to ensure that cold calling doesn’t get put off is to make it easier for the people who have to do it. By adopting a solution that includes dialing technology (no more tiresome manual dialing), analytics to choose the best times to make a connection, and scripting, sales organizations can take some of the pain out of the cold calling process.

According to the website Marketing MO, the more tools you can provide sales reps with, the better (and more painless) the process will go.

“In telemarketing, it’s all about execution,” according to the Marketing MO blogger. “Manage your team effectively and devote enough resources to ensure that they’re a success.”

Progressive dialing is one feature of telemarketing software that helps increase the chances of making connections and finding viable prospects. It streamlines the calling process by automatically dialing the next contact in the queue the moment the current call is complete. It speeds up the process and allows reps to make more connections per hour. When powered by queue-based, next-best call logic, it eliminates the need for salespeople to search through a call list and cherry pick when they could’ve already called the next lead. It also allows managers to specify, route and distribute the most important leads with queue-based routing.

Scripting is another way to alleviate some of the fears of cold calling. With a script, sales reps can feel more confident in how they sound on the phone.

“Reps need to capture attention, build value, and close; a good script will help them do it consistently,” according to Marketing MO. “Make your scripts conversational, simple, and focused on the end goal. It helps to make and listen to calls as you’re developing and refining your script.  What looks good on paper may not work on the phone. Get feedback from your team as well.”

A final way to help take some of the pain out of cold calling includes having reps practice until they become more comfortable.

“Engage your reps, role-play and guide them through calls,” according to Marketing MO. “Listen to calls regularly, evaluate your reps and coach them to improve their performance.  And you should be willing to get on the phone and show them how it’s done.”

Chances are good that once it becomes second nature to sales reps, they’ll dread the process less and start to understand – and benefit from – its real value.




Edited by Alicia Young



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