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Cold Calling Step #1: Cold calling can't hurt you.The first step to effective cold calling is to realize that cold calls aren’t going to hurt you. Many salespeople are so scared of potential rejection that they hold back when it comes to taking risks with cold calling.
Cold Calling Step #2: Make cold calling a game.Cold calling is about numbers. It’s about pushing through potential rejection until you ultimately get through to a prospect who’s a good fit, is willing to have a conversation with you, and might lead to a next step.
Cold Calling Step #3: Be willing to take risks.
I know it might seem like this step is repeating some earlier ideas, but it’s so important, I can’t emphasize this enough.
Cold Calling Step #4: Warm it up as much as possible.I don't mean get warmed up for the call; I mean warm up the actual cold calling interaction with the prospect as much as possible—before it happens.
Cold Calling Step #5: Script out the entire call.I get more pushback on this idea than almost any other sales advice I give. So many salespeople tell me, “Oh, I don’t like to use a script. It makes me sound scripted.” My response is always the same.
Cold Calling Script #6: Know your first seven seconds cold.We don't often think about how we're initially introducing ourselves to prospects.
Cold Calling Step #7: The more you talk about you, the worse you do.The data shows that when salespeople talk about themselves or their own companies, they do significantly worse with prospects. The more you talk about yourself when cold calling, the worse you’ll do.
Cold Calling Step #8: Focus on the challenges you're seeing.During cold calling, one of the best ways to engage prospects in conversation is to focus on the challenges you're seeing in the marketplace. This will show that you have your finger on the pulse of what's actually happening.
Cold Calling Step #9: Engage them to start talking.As I said before, the more prospects start to talk in a meaningful way, the more likely they are to stay on the phone with you, and the most likely you are to schedule a next step that turns into a sale. While so many salespeople are focused on pitching whatever it is that they sell, they should instead be engaging prospects in a true dialogue.
Cold Calling Step #10: Dig into what's really going on.Once you’ve got the prospect talking, don’t go into pitch mode. When a prospect says, "Actually, one of the challenges we're dealing with is this," don't say, "Well, I've got the solution for you!"
Cold Calling Step #11: Get that next step locked in.This is the most important part of cold calling. You absolutely must establish a next step. I always ask salespeople, “What's the purpose of a prospecting call, or a cold call?” They respond, “To get a sale.” But that’s not true.
Cold Calling Step #12: Confirm the next step.When you get someone to agree to a meeting, while you're on the phone with them, send out a calendar invite. Make sure that it gets into their inbox, and that they accept the invite.
Cold Calling Step #13: Don't run away from the phone after each call.As I said before, cold calling is about numbers. It’s about making a lot of dials. The difference between cold calling that’s effective and cold calling that gets you nowhere is simply a matter of picking up the phone right after you hang up with your last prospect. Get right back onto the phone, dial the next number, and keep pushing through.
So, there you have it. Now you know Cold Calling 101, and you learned the 13 steps to cold calls that work. I want to hear from you. Which of these ideas did you find most useful? Be sure to share below in the comments sections to get involved in the conversation. If you enjoyed this, check out my free eBook on 25 tips to crush your sales goals.