5 min read

5 Cold Calling Tips and Tricks

By Mary Grothe on Mar 20, 2020 9:59:25 AM

  1. Profile the prospect before the call and limit your outreaches to qualified prospects.

  2. Don’t state your full name, role, or company name in your opening statement

  3. Avoid asking “How are you?” - It’s an automatic giveaway you’re in sales

  4. Lead with a value statement that shows you’ve done your research and have identified a possible problem or undesirable situation you can fix

  5. Close for the next step, be it a pass-off to an AE or a scheduled discovery call, and don’t talk yourself out of the opportunity by sharing too much up front… save that for later.

 

1. Profile the prospect before the call and limit your outreaches to qualified prospects.

Don’t waste your time calling prospects that aren’t qualified. Before you ever pick up the phone, DO YOUR RESEARCH! Only call the profiled prospects you know are qualified. If you typically call through an unqualified lead list or from an old database, you may end up putting in a lot of unnecessary time into your process. You’ll also have a lower conversion rates on calls, which may lead to frustration and burnout. Lastly, prospects love when you do your research. You only need one value statement specific to their world to help propel your chances of converting them to a qualified discovery meeting.

Download this free profile template here.

2. Don’t state your full name, role, or company name in your opening statement.

If you want to stay on the call more than 5 seconds you CAN NOT state your full name, role, and company name. Once they figure out you are a sales rep they will typically hang up and have no interest in speaking to you. They don’t want to be “sold to”. Open up casually, like a friend, and don’t trigger them into thinking they’re about to hear a sales pitch. 

3. Avoid asking “How are you?” - It’s an automatic giveaway you’re in sales.

Just stop it. Seriously. Only salespeople ask this question. Remove it from your outreach ASAP and follow the script below! Get to the point. Don’t ask this disingenuous question that salespeople often ask.

4. Lead with a value statement that shows you’ve done your research and have identified a possible problem or undesirable situation you can fix.

When you profile the account, look for one point of commonality that you can bring into the conversation that shows you’ve done an ounce of research and you might be of value to them. Then link that research point to a value statement that highlights how you can fix a specific problem or undesirable situation they most likely have based on the information you uncovered.

Try using this opening statement:

Hey (prospect first name), it’s (your first name). I saw (insert one point of information you found when profiling that leads into your value statement). (Then, insert your value statement which highlights a problem or undesirable situation that may be occurring). May I briefly share (3rd party client story or example of your work… this shows proof of concept, it’s not about you, it social proof and validation of how others benefited from your work) a few recent projects we worked on in / with (name location or their competitor or industry relevant company name to create an emotional trigger of relevancy for them)?

EXAMPLE: Hey John, it’s Mary. I saw your company expanded and you moved into your first office space. Congrats! Most executives can’t predict how much extra work is created when they get their first office… one of the biggest stressors can be furnishing the space, giving it the vibe and feel your employees crave, but without breaking the bank. May I briefly share some pictures and examples of a few recent projects we worked on in Denver, not far from you?

Learn more about building custom outreach messages that convert here.

5. Close for the next step, be it a pass-off to an AE or a scheduled discovery call, and don’t talk yourself out of the opportunity by sharing too much up front… save that for later.

We’ve witnessed too many salespeople garner interest from the prospect and then blow it by talking too much and prematurely sharing how they can solve a problem before proper discovery. The prospect must emotionally agree they have a problem to fix and often that process happens through killer discovery, not in a prospecting call. Stay focused on your goal of scheduling next steps. If you’re passing the prospect to an Account Executive, follow the process and ensure you get the key qualified data your company requires to count it as an SQL and you get credit! If you’re scheduling next steps for yourself, all you need is ONE reason to continue the conversation. One of my favorite talk tracks is:

“Hey look (prospect first name), let me pause us. I called you of the blue today and want to let you get back to your day… it sounds like we have something to talk about it, let’s continue this conversation at your office later this week.”

Turn cold calls into warm calls by profiling first. Don’t call unqualified prospects. Find one point of commonality that shows you know a bit about the prospect and lead into a value statement. Drop the formality in the opening and only use your first name. NEVER ask “How are you?”. And don’t forget to stay focused on the goal of the call… to schedule your next meeting!

Mary Grothe, CEO Sales BQ®

Mary Grothe

Written by Mary Grothe