Promotional phone calls these days are considered nothing but synonyms for
desperation and irritation. But business-to-business cold calling are the
proverbial troublemakers, with enterprises even placing a no-entry board for such
callers way before you can even reach out to them. With such strict resistance
to and dwindling popularity of cold calls, how then can you revive a dying
practice to gain maximum benefits?
Although there is no specific math or formula you can apply to simplify
the calling tactics, a few guidelines might certainly be helpful when the caller
is just about to lose the potential listener. Calling for software product
marketing is different from calling for software services marketing or an
insurance product marketing to a company.
1. Have
it but don’t flaunt it
The easiest way to start with is to have a
script as a guide. However the irony of having a script ready for a cold call is
that your pitch should never sound scripted. At the same time,
you cannot move ahead if you don’t have an approximate map of the route to be
followed, but be aware that no one likes to listen up to a bookish
conversation. So, it's always safe to strike a balance.
2. The
10-second window
First impressions definitely matter. Power-packed
yet naturally impressive opening seconds of a call can indeed turn the tables. Make
sure that first ten seconds of the call compels the listener to continue the
conversation with you. Your approach can vary depending on the type of the
person you are talking to. A middle-aged business man and a young female
entrepreneur require completely different plans of action to ensure an engaging
conversation.
Rather than saying “Hello Sir, I am calling
from ABC insurance company and I would like to offer some good insurance plans
for your employees”, a little innovative strategy can be adopted, such as,
“Hello Sir, I am calling from ABC insurance company and I have recently heard
about the way you helped the family of an employee who met an accident. We
sincerely commend the initiative you took. We thought we could offer you some insights
into some interesting insurance plans that can deliver immense benefits for
your employees without pushing your budget to a corner”.
3. Too
much too soon
Never bombard the listener with a flood of
information. Keep things simple, concise and to the point. Don’t forget there
is difference between imposing and impressing.
4. Hearing
works
Unless you listen up to the prospect’s queries
and concerns, you cannot make the prospect believe that you can provide help.
Never let the dialogue turn into a monologue and this is valid from both sides.
Balanced conversation is what you should aim at.
The caller must also be very well prepared for
all ifs and buts such that your answers are satisfactory in all possible ways.
5. Hit
the nail on the head, but only at the right time
Timing of the call makes a lot of difference.
Nobody would like to be disturbed in the peak business hours but the time the
CEO spends while commuting can be well utilized for introducing a new deal. Of
course, a little background check of the prospect's routine activities is
essential to find out this golden time interval.
It is up to the caller to warm up the cold
calls with humor and wit. This talent will always improve with practice, time,
and patience.
Thus all it takes is
an expert understanding of the details you intend presenting to your prospects
and a few tricks of the trade up your sleeves. With some smart communication
skills, you can certainly transform any "cold" call into quite an
interesting, warm, and crispy conversation that achieves every intended
benefit!
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