Cold call: 3 techniques to help you get through the switchboard

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 on 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.

It's a shame, though. Because Mr Chalot is your ideal customer:

• He makes decisions
• It has the budget
• And above all... He needs your solution!

But his secretary refuses to put you in touch.

Damn it!

Spoiler: There's no magic bullet 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 that 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It seems old-fashioned, outdated, and since it's not scalable, Start-up Nation doesn't hesitate to reject it, preferring to apply the latest technical scalable inbound growth marketing.

And rightly so!

Go figure, call centers have managed to decompile all the direct lines in France, all to offer you, thanks to an insipid cold-call solution, insurance for a car you don't have, or to modify the electricity offer for the apartment of which you're just the poor tenant.

In short, we are all regularly the target of cold calls from operators wishing 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 correctly applied, cold calling remains a formidable weapon for launching a sales cycle.

Forget mass telemarketing, automation and so on. Here, we're talking about 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.

It receives 250 e-mails a day, and despite all your efforts at "automation adapted to B2B or B2C" or "keeping up with the latest digital news", your open rate is close to zero.

But you have something useful for Mr Chalot.

Your solution is made for him.

Your role is to talk to him about it.

‍‍

Why does cold calling still 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 a question of calling back a prospect, gathering information or, more traditionally, obtaining 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.

Of course, it doesn't work every time.

It takes time and preparation.

But by applying these tips, you will at least have put the odds in your favour.

And don't forget that just one appointment can sometimes help you reach your monthly figure. Just one!

Think about it 😉

In 1 VS 1, it's better to know your opponent

If that human firewall thinks you're a virus, that's it. Your cold call is expected later.

And when this happens to you, don't get upset, just tell yourself that, like you, she's just doing her job! If she doesn't put you in touch, it's probably because you haven't done yours properly...

Let me remind you that the secretary and the switchboard operator are normal people who want to do their jobs 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.

For this, there are 3 postures to take into account:

‍

If that human firewall thinks you're a virus, that's it. Your cold call is expected later.

And when this happens to you, don't get upset, just tell yourself that, like you, she's just doing her job! If she doesn't put you in touch, it's probably because you haven't done yours properly...

Let me remind you that the secretary and the switchboard operator are normal people who want to do their jobs 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.

For this, there are 3 postures to take into account:

‍

I. When someone talks to you on the phone, you know it.

How? You know, deep down. Unconsciously or consciously.

You can automatically feel the confidence 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're an important person who shouldn't be kept waiting.

Be the person who steps in.

You do this job because your service is good and useful. So be convinced. I mean it.

You have confidence in your product. This will really help your prospect, and your role as a messenger is to convey this message to Mr Chalot at all costs.

When it comes to tone of voice during cold calls, opt for a deep, calm voice.

It's the best way to get off to a credible start.

As far as rhythm is concerned, take care to eliminate involuntary sound pauses (such as: 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 regulate the discourse, making it more pleasant.

Finally, keep in mind that a "descending" intonation also helps to establish authority.

The opposite inspires uncertainty and eagerness.

Which brings us to the second point...

‍

II. A leader is supposed to lead.

Now you're a heavyweight. You've got your weekly targets in mind (you're late, by the way). Your cold call the clientele 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 showing the way. A switchboard operator's job is rarely to take the initiative.

Think back to the mountain gate. Have you ever seen a door take initiative?

This person is by definition reactive. He or she expects you to act in return.

Well, you know why you're here, so tell her what to do:

"Hello, Cyprien Borios is speaking, can you put Charles on the phone please?"

Important: Tell the person what to do, don't ask.

It's your cold call! As long as the assistant is leading the discussion, you'll never get out.

Also speak in the present tense.

Business development is all about action. We're in the moment.

Ban the conditional, the imperfect, the plus-que-parfait and, in general, everything that your former bespectacled French teacher desperately tried to teach you.

Now you're talking in the present tense.‍

X: "Could I speak to... if he's available..."
V: "May 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 won't solve any of his problems, so keep it short.

- Hello, I'd like to speak to Mr. Chalot.
- Yes, hello, what's this about?
- Make sure he {x1 technical terms} in {one of his activities}.
- Very well, and you are...?
- Mr. Borios.
- OK, I see, have you already spoken to him?
- Yes, we have.
- OK, I'll see if he's available.

To do this, get straight to the point. Keep your answers brief and to the point. You don't have time to waste, and neither does the secretary or the prospect.

And above all: don't justify yourself!

Not without being asked, at least.

The more you justify yourself, the more you exhaust yourself.

1. You lose clarity.
2. You give arguments to the other.

Don't forget the court: anything you say will be held against you.

Take the time to listen back to your cold call 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 excellent cold call master Antoine de Saint-Exupéry.

Another point is that the switchboard is like a customer: it's right.

Even if he's wrong, he's right. Don't settle for a sterile debate.

Example: The secretary tells you to call her on her direct line.

But don't be surprised! You knew it.

Just follow what the secretary says.

- Hello, I'd like to speak to Mr Chalot.
- Hello, I'd like to speak to Mr Chalot. Mr. Chalot can only be reached on his direct line.
- That's why I called you! Can you give me his number?

In 50% of cases, you have Mr Chalot's direct line.

Why did you do it? Because you agreed with the secretary.

Another trick to mastering 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 come in handy on a daily basis!

• Every extra second with an "Euuuuh" in your ears makes you want to shake your indecisive buddy a little more.
• Take a break. Stop talking at 400 km/h. You're stressing everyone
• Be concise. Forget long sales pitches. Less is more.

Of course, these are all practical tips. Cold calling is a complex art, and it never works every time.

But we're 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 tend to lose this confidence.

That's normal.

Take a break, have a coffee, chat with one of your sales team colleagues (or anyone else, don't be jealous!), then resume at the next strategic time slot.

On the contrary, if you're feeling good, take advantage of this good mood to plan a cold call session, to book 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 team training! At the end of the week, take the time to listen to your successful calls again. Identify what these calls have in common.

Analyze the sales techniques that worked for YOU. Save them for next 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 😉 ‍

‍

Better,