4 Ways to Master the Art of Cold Calling

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This blog was written by Setup’s Business Development + Marketing Associate, Alexis Quarcoo.

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Regardless of how you feel about it, cold calling is a part of the sales process. Even though the sentiment around it’s effectiveness has changed (Hubspot shared that 2007 it took an average of 3.68 cold call attempts to reach someone and now it takes 8), you can still use it as an effective sales strategy. A great Business Development representative knows what their client wants. In order to know and understand your prospects, you have to speak to them.

What’s the quickest and easiest way to capture thoughts and tone? A call. 

Here are four tips on how to master the art of cold calling so that your business strategy can be as efficient and effective as possible. 

#1 It’s all about mindset.

Your attitude determines how you are perceived. With cold calling, you have a short time to catch the prospect's attention and, normally, don’t have the luxury of showing your face. All you have is your voice, so your tone and inflection make a huge difference in whether someone will be willing to talk to you. 

You need to be in the right mindset before you get on the phone. If that means you need to take some time to breathe, center yourself, eat something, or do something to quickly get you in a good mood (singing or dancing), then do it. 

It is important to sound confident on the phone and create a comfortable space for you and the prospect. Along with being confident, you also need to have a sense of empathy for your prospects. You’re not only cold calling to close deals. Approach the conversation intending to have an actual conversation about their needs and where they struggle. Understanding your audience’s struggles will inform future sales and marketing collateral.

#2 Create a script and practice.

Confidence is very important in Business Development and can be the difference between being a good sales representative and a great one. Preparedness is one factor that can affect your confidence, so knowing what you’re talking about will have a positive impact. 

It’s important for Business Development representatives to know exactly what they’re selling or offering. They should know the business thoroughly to help inform prospective clients correctly. The best way to do this is by creating a script. 

The script should include:

1. Your elevator pitch 

2. Why you’re calling

3. Frequently asked questions

4. Information about your company and offerings

Even if a certain question throws you, having a script eases you into a cold call conversation with confidence and knowledge.

#3 Call people who have shown activity.

Part of the difficulties of cold calling is not knowing where to start. If you have a marketing or sales automation tool, use the analytics that it offers to your benefit. It’s best practice to use a combination of email and cold calling when prospecting. When you send a list of prospects their first email, use the analytics to determine who is worth reaching out to. If the marketing or sales automation tool shows people who are opening your email and clicking on links or resources, then this is a sign of interest and you should prioritize calling those prospects.

#4 Leave a voicemail.

According to Zoominfo, 80% of cold calls go to voicemail. 

That may sound discouraging…but this is actually where you can shine. Sales is evolving to include more personalization, and what is more personal than someone hearing the sound of a real person at the end of the line?

 According to Hubspot, it takes 8 outreach attempts to close a deal and voicemails are certainly a part of those touches. If you want to become even more personal with your email outreach, incorporate voicemail. 

The voicemail should include clear instructions on what you want them to do. It’s helpful to create a script specifically for your voicemail. 

Include your: 

1. Name

2. What company you're with

3. Instructions to check their email and respond instead of a call back 

A great way to incorporate voicemail into your sales strategy is to use a tool called Slydial. This tool allows you to call someone and go directly to their voicemail. Slydial is helpful because your prospects will be notified that you’re reaching out to them without the feeling of being spam called.

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Going into cold calling confident, relaxed, and prepared can make a huge difference in how you feel and how you are perceived by the prospect. Utilizing a script, calling people who are actually interested in your business, and leaving a friendly yet informative voicemail are all effective ways to help convert prospects into leads.