OK, so we know cold calling is probably the last thing anyone wants to do when they grow up. It’s one of those tasks that people dread and avoid above anything else. Yet it’s no secret that the best business relationships often start with the humble cold call. So think about it! Cold calling is cheap to do, you don’t need any special equipment, there’s minimal planning required, and the results are instant. What’s not to love?
Using cold calling to turn prospect data into productive and warm business relationships is one of the biggest challenges companies face. It requires robust routines and skilled staff, but frankly, pretty much anybody can turn their hand to cold calling. Feeling passionately about your products and services, taking a genuine interest in other people and their business, and having the pluck to pick up the phone is all it really takes.
Anyone can do cold calling
As an outsourced telemarketing provider, far from feeling threatened by that fact, at Blue Donkey, we’re actually heartened by it. Companies that use the telephone well, are already convinced of the benefits of cold calling, so there’s less heavy lifting required in the selling process when they come to us for service. Companies that are adept at cold calling also give a great brief and are realistic about what to expect. That’s because there’s no exact science about what makes a call ‘good’. Making and taking calls is highly subjective, but there are some basic foundations that it’s totally worth knowing.
Be your best you
Good calls start in the heart. If you feel strongly about your business, your calls will always resonate better, because enthusiasm is an emotional contagion. Asking earnest questions is nothing less than pixy dust. It gets people talking to you and generates valuable insight you can start working with. More important still, if you are putting someone else’s priorities at the centre of your call, you’re not trying to flog them something, you’re trying to understand their needs, so you can meet them. That feeling of ‘doing right by someone’ is the big difference between life relationships and work ones. In life, your warmest connections are those who are more important to you, than you. Cold calling, and work generally would have much more meaning to us if we weren’t obsessing over targets and sales so often.
Cold calling IS something nice companies do
We’re not sure when, but somewhere over the last couple of decades, the notion emerged, that cold calling was something nice companies don’t do. We beg to differ. Nice companies do do cold calling, they just do it differently. Firstly, forgive us for stating the obvious but nobody wants to be cold called, however, we all want the right calls. If something is going to help us achieve our business goals, we want to know about it. Right? For companies using cold calling, profiling data carefully is everything because it will connect us to buyers who have the propensity to ‘want’ what we can do for them.
Then all we have to do is dial them, ask the right questions, discuss how we can help them, work at their pace and according to their agenda, and follow up in a timely considerate way until they trust us enough to proceed as a client. It might take days, weeks, months or even years but game changer clients that you like and respect, are worth the investment of time, care and patience. They’re absolutely worth the effort of a well-placed cold call.