1. Identify and Target Your Market
If you don’t know who your potential customers are you can’t call them, and if you aren’t calling the right prospects your results will likely be disappointing. Some products might have a very specific market segment that is easily identified, but others may require more research and fine tuning. Good tracking of your campaign and it’s results will help you to determine the best audience for your outbound dialing campaign.
2. Create an Effective Script
An effective cold calling script is indispensable as a starting point and training tool. As you and your agents become more experienced with the job, you learn what works and what doesn’t, and will have to rely on the script less. Each call center agent has their own unique personality and the good ones learn to use the script in a way that works naturally with their own personality and skills.
3. Get to the Right Person
Whether you are calling B2B or B2C if you aren’t talking to the decision maker you are wasting your time. When calling businesses it’s called getting past the Gatekeeper. Just remember the gatekeeper isn’t your enemy they are just doing their job, so you have to convince them that as part of doing their job they need to hand you off to the right person. Stay polite and stay in control.
4. Build a Relationship
When you get on the line with the decision maker you’ll have a very short time to make your case. They probably don’t want to talk to you and may think you are wasting their time, you have to convince them otherwise quickly. At this point the worst thing you can do is to sound like a telemarketer. Sound relaxed, positive, and confident; listen to the customer and the words and phrases they use, speak their language, use your script to make sure you are asking the right questions and build a relationship.
5. Be Prepared for Objections
Objections are going to come, dealing with them is key. Some common ones are:
It’s just not a priority at this time.
You might ask them if they have any priorities in the area you are discussing or try to offer them a compelling cost benefit.
We don’t have the budget for that.
You might ask them if budget wasn’t an issue what the priorities or challenges they have in the area you are discussing or you could offer them a compelling cost or immediate ROI benefit.
We’re already using your competitors product.
You might ask them if there are any things about the competitor that is frustrating or isn’t working for them or if they are hearing any complaints about the product.
Could you send me some information?
This one could just be their way of getting rid of you quicker. At this point while agreeing to send them the information you could also ask what specifically you said that interested them. You could ask them for a time table for a follow up call or decision. You might also discuss the next steps if they like the information.
Hopefully these cold calling tips are a helpful starting point. Each cold calling campaign is unique, and all prospects are individuals with their own concerns and constraints. You can sell them all, but with the right tools and telemarketing list you can ensure that you are getting the most out of your time and money.