The Components of a Strong Cold Call

Sean Dailey, Ytel |  

One of the most nerve racking moments in business is the first cold call. It’s awkward, plain and simple. Sitting there staring at a computer screen, trying to assimilate a company's history in minutes, anticipation building with every ring. Some people have been blessed with a silver tongue, capable of selling snow to polar bears. But the rest of us aren’t so lucky. If you don’t possess the gift of gab, how can you increase the likelihood of having successful sales calls? Find out in our latest post!

Components of a Strong Cold Call

One of the most nerve racking moments in business is the first cold call. It’s awkward, plain and simple. Sitting there staring at a computer screen, trying to assimilate a company's history in minutes, anticipation building with every ring. Some people have been blessed with a silver tongue, capable of selling snow to polar bears. But the rest of us aren’t so lucky. If you don’t possess the gift of gab, how can you increase the likelihood of having successful sales calls? Find out in our latest post!

 

Do research, but don’t get buried


It’s important to know details about the company you’re reaching out to, and the individual, as well. However, you don’t need to go into super sleuth mode. You should know the main points; who you’re speaking with, their role, what the company does, and the indicators that make them a prospect. Investing too much time in a call that could go nowhere is not productive. Know the basics; the additional information will be revealed on the discovery call.


Come in with a plan


Before dialing, know the direction you want the call to go. Be confident in how you introduce yourself and know the questions you want answered. In order to completely strategize a cold call, knowing the end goal is crucial. Stick to your strategy, identify what a successful outcome would be, and stay on that path. 


Draw a connection 


Maybe you attended the same networking event, maybe your product fills a major pain point for them, or maybe you have the same Alma mater. A surefire way to a successful cold call is to make a connection with the person you're speaking to. The more comfortable they are, the more you get to talk, and the smoother the call will go. You have to give them a reason to not hang up!


Keep the end result in mind


On any sales call, you want to be the one asking the questions and controlling the conversation. If the conversation gets derailed from the objective, you must be prepared to redirect it in the right way. Getting to the finish line is totally up to you; everyone else is just along for the ride. Be sure that you are guiding your prospective customer that way by providing the relevant information and keeping things light and interesting.


Leave a call to action


As you wrap up the phone call, cover the deliverables discussed. Let them know what information  you will be waiting to receive or notify them of an email you'll be sending their way, something that requires their attention. Set the expectation that this isn’t your last conversation and that action is required.


Know when to call it


If you’ve been on a call for more than 20 minutes and the conversation isn’t going anywhere, despite your best efforts, have enough gall to call it quits. Thank them for their time, and leave the discussion open for future opportunities, but don’t spend too much time working a call that doesn't show any promise of moving forward. 

Armed with these tips, we're confident your cold calling skills will convert prospects into successful customers. Good luck!

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About The Author

Sean Dailey, Ytel

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Sean leads the People, Culture, and Partnership efforts at Ytel. After almost 5 years of agency recruiting, Sean decided to move into an internal recruiting role, where he could have more of a direct effect on growth and people’s lives That’s when he met Ytel and the rest is history. Sean is a huge believer in culture, and puts an emphasis on people and building relationships.


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