If you're reading this, it's probably because your work has a commercial dimension.
More specifically, this article is aimed at those who are in the front line of finding RDVs: Sales, BDR, SDR, salesperson, sales manager, AE, or IA.
Welcome to the magical world of cold calling!
"Mr Chalot only takes people he already knows, please send him an e-mail."
"I'll pass it on to Mr Chalot, and he'll call you back if he's interested".
"Send your brochure to jamaisderetour@contact.fr."
Sound familiar? Well, you're not alone.
We've all been there.
Still, it's a shame. Because Mr Chalot is your ideal customer:
- It takes decisions
- It has the budget
- And above all... It needs your solution!
But his secretary refuses to put you in touch.
Damn it.
Spoiler : There is no miracle solution to reach everyone instantly. Spoiler 2: We're not talking about mailing or automation
On the other hand, there are simple, free, and effective methods,which maximize your chances.
No, the cold call is not dead!
These days, cold calling has a bad reputation.
It seems old-fashioned, outdated, and since it doesn't scale, Start-up Nation is quick to throw it out, preferring to apply the latest scalable inbound growth marketing technique.
And... rightly so!
Go figure, call centers have managed to decompile all the direct lines in France, all to offer you, through a tasteless cold call, insurance for a car you don't have, or to change the electricity offer for the apartment where you're just the poor tenant.
In short, we're all regularly the target of these cold calls from operators who want to inform us of an "exceptional" offer, which in the end is nothing exceptional at all.
But rest assured, if it's still practiced today, it's because the best jams are made in old jars.
And when properly applied, the cold call remains a formidable weapon for kick-starting a sales cycle.
Forget mass telemarketing, automation and the like. Here, we're talking precision and quality.
Your prospect is someone important. Let's call him Mr Chalot.
Mr Chalot has little time for himself. So, even less for you.
He receives 250 emails a day, and despite all your efforts at "automation adapted to B2B or B2C" or "following the latest digital news", your open rate is close to nil.
But you, you have something useful for Mr Chalot.
Your solution is MADE for him.
Your role is to talk to him about it.
Why does the cold call always work?
Let's think about it.
How many ways can you get 3 qualified appointments in 1 hour, creating a relationship with your customers, while offering instant feedback?
The list is not long ...
Whether it's to call back a prospect, gather information or, more traditionally, obtain the famous "discovery appointment", a well-executed prospecting session based on cold calling is one of the most effective techniques, despite the latest sales strategy.
So of course, it doesn't work every time.
It's time consuming, it requires preparation.
But by applying these tips, you will at least have put the odds in your favour.
And don't forget, one appointment can sometimes make your monthly figure. Just one!
Think about it 😉
In 1 VS 1, it is better to know your opponent
If that human firewall thinks you're a virus, you're done for. Your cold call is due later.
And when this happens to you, don't get upset, tell yourself that like you, she is just doing her job! If she doesn't put you in touch, it's probably because you didn't do yours properly...
Let me remind you that both the secretary and the switchboard operator are normal people who want to do their job well. They both know that if they block the transmission of important information, they risk being caught by their superiors.
And if the message is important, so is the messenger.
Be that important messenger.
To do this, there are 3 postures to keep in mind:
If that human firewall thinks you're a virus, you're done for. Your cold call is due later.
And when this happens to you, don't get upset, tell yourself that like you, she is just doing her job! If she doesn't put you in touch, it's probably because you didn't do yours properly...
Let me remind you that both the secretary and the switchboard operator are normal people who want to do their job well. They both know that if they block the transmission of important information, they risk being caught by their superiors.
And if the message is important, so is the messenger.
Be that important messenger.
To do this, there are 3 postures to keep in mind:
I. When you have someone weighing in on the phone, you know it.
How? You know it, deep down. Unconsciously or consciously.
The confidence is automatically felt in everyone's voice.
You need to make a statement. From the very first seconds of a cold call, your caller's brain will unconsciously try to identify you. To classify you in their social database.
This is human.
Give the impression that you are someone important, who should not be kept waiting.
Be that person who weighs in.
You do this job because your service is good, useful. So be convinced. I mean it.
You have confidence in your product. It really WILL help your prospect, and your role as a messenger is to take that message to Mr Chalot at all costs.
As for the tone of your voice during cold calling sessions, opt for a deep, calm voice.
This is the best way to get started in a credible way.
As far as rhythm is concerned, make sure you eliminate involuntary sound pauses (like: EUHHHH...).
They have no place in your speech, and are easily identified if you listen to your exchanges again. Learn to replace them with voluntary silent pauses.
The former are annoying, the latter settle the discourse, make it more pleasant.
Finally, keep in mind that a "downward" intonation also helps to establish authority.
The opposite inspires uncertainty, eagerness.
Which brings us to the second point...
II. A leader is meant to lead.
Now you're a heavyweight. You have your weekly targets in mind (you're late, by the way). Your cold-call customer base is as long as Luffy's arm.
In other words, you've got no time to waste. And to be effective, nothing beats the imperative. That's why you need to be direct.
Let's be clear: being directive in no way dispenses with respect and courtesy. It's simply a matter of leading the way. A switchboard operator's job is rarely one of taking the initiative.
Think back to the door in the mountain. Have you ever seen a door take initiative?
This person is by definition in reaction. He or she is waiting for your actions to act in return.
Well, you know why you're here, so tell her what to do:
"Hello, Cyprien Borios speaking, can you put Charles on the phone please?"
Important: Tell the person what to do, don't ask them.
It's your cold call! As long as the assistant leads the discussion, you'll never get out of it.
Also, speak in the present tense.
Sales prospecting is all about action. We're in the moment.
Ban the conditional tense, the imperfect tense, the plus-que-perfect tense, and in general everything that your old bespectacled French teacher desperately tried to teach you.
Now you're talking in the present tense.
X: "Could I possibly speak to ... ; if he is available .."
V: "Can I speak to Mr Chalot?"
Finally, never forget that...
III. Less is more.
It's like in court, anything you say can be used against you.
All the secretary wants to know is whether or not to pass on your message.
Your solution does not solve any of her problems, so keep it short.
- Hello, I wish to speak to Mr Chalot.
- Yes, hello, what is it about?
- Sure his {x1 technical terms} in {one of his activities}.
- Um very well, and you are... ?
- Mr Borios.
- Ok I see, you've already exchanged together?
- Yes, we have.
- Okay, I see if he's available.
To do this, get to the point. Keep your answers brief, short and to the point. You don't have time to waste, and neither does the secretary or prospect.
Above all: Don't justify yourself!
Not without being asked, at least.
The more you justify yourself, the more you burn out.
- You lose clarity.
- You give arguments to the other.
Remember the court: Anything you say will be held against you.
Take the time to listen back to your cold calling sessions, and identify every passage that can be eliminated.
"Perfection is achieved, not when there is nothing left to add, but when there is nothing left to take away."
Thanks to the great cold call master Antoine de Saint-Exupéry.
Another point is that the switchboard is like a customer: it is right.
Even when he is wrong, he is right. Do not stoop to a sterile debate.
E.g.: The secretary tells you that you should call her on her direct line.
But don't act surprised! You knew it.
Just go with the flow of the secretary.
- Hello, I wish to speak to Mr Chalot.
- Hello, I wish to speak to Mr Chalot. Mr Chalot can only be reached on his direct line.
- That's why I called you! Could you give me his number?
In 50% of the cases, you get the direct line from Mr Chalot.
Why did you do that? Because you went along with the secretary.
Another trick to master in cold calling: you can also try asking the person directly by their first name. Boldness helps more often than you think 😉
Conclusion:
As in all disciplines, the important thing is to train.
Note that most of these cold calling tips will also be useful in everyday life!
- Every extra second with a 'Euuuuh' in your ears makes you want to shake your indecisive buddy a little more.
- Take breaks. Stop talking at 400 km/h. You stress everyone
- Be concise. Forget the long-winded sales pitch. Less is more.
Of course, these are all practical tips. Cold calling is a complex art, which never works every time.
But we are not discouraged.
What counts is calling, prospecting regularly and persevering.
And a touch of daring will often take you further than you think.
Finally, after a certain number of rejections, you will tend to lose this confidence.
This is NORMAL.
Take a break, have a coffee, chat with one of your sales team colleagues (or anyone else, no jealousy!), then resume at the next strategic time slot.
On the contrary, if you're feeling good, take advantage of this good mood to schedule a cold-calling session, to take as many appointments as possible and generate as many new customers as possible (to the delight of your sales manager).
And to stay motivated, there's nothing like practicing as a team! At the end of the week, take the time to listen back to your successful calls. Identify what these calls have in common.
Analyze the sales techniques that worked for YOU. Save them for the following week. And test new ones the following week.
Finally, if you still don't have a solution for recording your calls and discerning the elements that MAKE the difference, while automatically populating your CRM you can always call us on our switchboard. 😉
Best,
