With technological advances in recent years, a mixed media of methods is available to supplement phone prospecting, such as email, SMS messaging, and social media. Matching your communication methods to meet the prospect’s preference can make your lead generation outreach more effective.
Here are some tips for successful and modern cold calling:
1. Data
Starting cold calling with a good dataset will provide the foundation for success. Carefully consider where you’re sourcing your data from. If you already have a database internally, is it up to date? Considering the time/resource it will take to do this activity, would it be better to source some 3rd party data or spend some time researching and updating your own? Or a mix of both?
Consider your top priority targets, does your company have a wish-list of customers? Carefully consider which job roles you should be targeting and why.
2. Consider messaging
What messaging will most resonate with your target audience? Before cold calling, consider what your messaging will be, critique it from your target’s perspective. What makes you different from your competitors who could also be communicating with the prospect?
Your audience’s priorities and challenges should be front and centre of mind. Make sure your messaging piques interest with what’s happening in their world. Critically think of a “What’s in it for them” for each role, so the prospect understands it’s worth their valuable time to speak with you
3. LinkedIn research and connections
We know that social media is a valuable platform for digital marketing, but it can also increase your chances of connecting with a prospect. As you are calling, ensure you check on LinkedIn to see if there are any individuals for your target roles that you don’t already have in your dataset.
Don’t forget to request a connection with the prospect after having a conversation with them. Making a mental note of whether they seem active on Linkedin could make a big difference, there will be some people who are active and will be quick to respond to a Linkedin message asking for a chat – especially if you’ve already spoken with their colleagues or have sent them an email.
4. Think outside the box
Don’t be limited to contacting just one individual you think could be the key decision maker, their colleagues may have information to share too. Even someone in a less relevant department, or someone more senior or junior may have insight into business challenges or goals you can help them manage.
5. Consider barrier handling
Preparing ways to handle barriers before you start cold calling can give you a clear idea on how to maximise positive outcomes. Make sure empathy is front and centre, and you are using techniques such as Stroke, Repeat, Reverse when exploring the barrier.
Don’t forget a positive outcome doesn’t have to be an appointment or sale, disqualifying prospects also helps move the process forward as you narrow down the best people and companies to speak with.
6. Focus and follow-up
Ensure you are persistent, staying focused on your end goal whilst remembering cold calling should be about quality not quantity of outcomes.
Selling takes perseverance and committing to touchpoints and follow-ups is essential to success. Investing time and energy into building authentic relationships with prospects will serve you well in the long-term.
If you have any questions on cold-calling and what it takes to build an effective prospecting strategy, don’t hesitate to reach out. Let’s talk!
