Anyone seeking to capture the attention of prospects over the phone will know just how challenging it can be. Worse still, if you fail to make a good impression in the first few seconds, chances are your call will crash and burn forever. Professional cold callers have to make each call count, dial after dial, especially if they want to avoid prospects opting out of future calls. So how do the team at Blue Donkey make sure their calls engage prospects well enough to deserve precious time and attention. The answer is as easy as ABC.
There’s a lot of talk right now about the importance of being authentic. This is when the persona you have in the workplace is the same as the one you have in life. It’s increasingly linked to wellbeing and in particular, mental health. Science magazine Greater Good says that despite the pressure to conform, showing your true self is the path to more satisfying work. Their research suggests that when we experience authenticity, we feel we’re living out our personal values and perspectives, we get a greater sense of well-being, have lower levels of depression, and experience more satisfaction with life.
Cold callers using their own ideas, words, and personality in their work will achieve greater authenticity and therefore satisfaction. Scripts or other formulaic processes are a barrier to authenticity so they should be avoided. Far from getting better results, scripts disable the very skills and competencies staff are hired for in the first place, so not only do lead rates suffer, staff retention rates also do.
Each prospect the cold caller connects with will have their own set of priorities and objectives. Therefore every call should be different because it is structured around the individual buyer and their organisation. If you’re making dial after dial it’s hard to actually see people as different when you can’t actually ‘see’ them. To overcome this, Blue Donkey teach their professional cold callers to use visualisation techniques so they can see a person in their mind’s eye as they are speaking. Not only does this help warm up the call, since communication flows more naturally and feels less mechanised, creating bespoke calls enables staff to fully immerse themselves, making them better at communicating benefits or overcoming objections that arise. It also means calls come across as unique, rather than generic or irrelevant, making buyers feel appreciated and allowing the conversation to progress in a positive way.
Asking an open question the best tool cold callers can use to begin a conversation. Open questions usually begin with keywords such as what, how, and why. They are helpful for yielding information since they can’t be answered with a single word. They are designed to get people talking because you have to consider the answer carefully before responding. If you can make your open question insightful and interesting, you’ll have a good chance of capturing your prospect’s attention. As you dial the number, take a moment to scan the company’s website to get an idea of which questions are likely to be most relevant. Try to make sure you listen carefully to their answers instead of trying to think ahead to what comes next. As well as helping you to build rapport with the prospect you’re speaking with, giving them your complete attention could help you to gain valuable insight into their needs and requirements, something that may help you to build a lasting rapport.