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Cold calls - do's and don'ts!

Cold calls - do's and don'ts!

07/06/2023
Cold calling is an established form of selling, but opinions are divided on its effectiveness. Some companies are very successful at attracting customers and partners through cold calling, while others find it a complete dead end. The extent to which cold calling can be effective depends on the sector in which the company operates and on the technique used.  Here are a few tips that can make cold calling a success, and also what to avoid.

Cold calling is an established form of selling, but opinions are divided on its effectiveness. Some companies are very successful at attracting customers and partners through cold calling, while others find it a complete dead end. The extent to which cold calling can be effective depends on the sector in which the company operates and on the technique used.  Here are a few tips that can make cold calling a success, and also what to avoid.

Cold calls can be done right and wrong, just like anything else. The basic idea is to call potential customers or partners who don't know much about your product or service and have not shown any interest of their own accord - that's what makes a cold call cold. It is still possible to succeed, of course, but the likelihood of this happening is greatly increased if you build your message deliberately.

Tips to make your cold calls more effective:

  • Be prepared - The more you know about who will be on the other end of the line, the more personalised your offer, the more likely they are to be interested in what you have to say. Databases of business information providers can help you find out as much as possible about the company you are about to contact. This way, you can find out exactly what they can help you with, what they need, and approach them with a personalised offer, greatly increasing your chances of success.
  • Have a well-structured script about who you are and why you are looking for them! Try to get your point across as quickly and clearly as possible to the person on the other end of the line. No one likes to listen to the other person's introduction and offer for long minutes. Make sure that you don't leave out any essential information, be concise, but be able to capture their interest!
  • Be specific - Don't speak in general terms, but try to offer a solution to a specific problem, highlighting the benefits of your product or service. If you raise awareness of a problem and provide a solution, you always have a better chance of attracting interest.

What you shouldn’t do

  • Don't talk long and rambunctious! You don't need to go into details about your company, keep it to the point! If it's too long, you're likely to miss the point, be cut off after the first minute or, even if they listen, not really listen.
  • Don't wait too long for the next call! It is a common mistake to wait for a candidate to contact you after you have made contact, instead of contacting them again after a few days. Your first call may be forgotten and the interest may be lost. Keep the line warm, don't wait too long!
  • Don't give the same speech to everyone! Sure, there will be identical elements, but always personalise your message a bit, adapt it to the problems and profile of the company. This will make them feel that the offer is really for them and increase the likelihood of a positive response.

If you follow the advices above, your cold calls can produce much better results than before. It's not usually the method, it's the implementation; learn how to do it as well as possible!

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