Five keys to cold calling
By Roberto Pena
In this economic environment, cold calling—the practice of making sales calls to people who are not expecting a call and did not request to be contacted—is an essential part of business for most agencies.
While your call should have a personable, on-the-fly feel to it, marketing studies have shown that you have about 7 seconds to grab the attention of the person on the other end of the line, so you always want to call with a clear direction in mind.
That’s where a good script comes in. The ideal script grabs the potential client’s attention immediately, positions you effectively, and clearly explains what you have to offer.
When preparing your script, remember the following key points:
1. “I’m So-And-So on behalf of– Oh OK bye”: Think of the sales calls you get. Think of exactly when it is that a salesman loses you. In the initial moments after answering the call, you haven’t formed an opinion of the caller, but you probably do have an opinion of telemarketers. As soon as the caller behaves like one of them, you’ll be ready to hang up. Therefore, when making calls, distinguish yourself. Avoid stiff, impersonal introductions and make your speech fluid. Show warmth. Be human.
2. “Call me by my name”: You want to establish a personal connection within the first few moments of your call. If you know the person you are cold calling, always greet them by name (or title and last name, if they prefer that). If you don’t know the potential client, the first item you need is her name. Ask her, then introduce yourself, and then tell her a little about what you do.
3. Who’s the expert: On that note, whatever your trade, there are many ways of saying what you do. Position yourself as an expert or authority in your area. For example, you’re not a copywriter; you’re a Private Branding and Messaging Consultant. Mention noteworthy clients with whom you’ve worked. You may even want to drop one or two bits of jargon without being condescending. Make sure the potential client knows you’re an opportunity.
4. Know the flow: This will come mostly with practice, but before you make your first call, make sure you understand the flow of your script. Memorize it and be ready to deliver additional extemporaneous bits if the potential client is curious about different areas. Craft a script with all the relevant information from introductions to services to closing, but allow yourself the flexibility to expand if need be.
5. Match the message to the potential client: Along the same lines, make sure you research your potential clients and tailor your script accordingly. Be sure to know precisely what they do, so you can formulate each pitch in terms of what you can do for the potential client’s business. Don’t be caught off guard. If the potential client perceives that you don’t understand him, you will almost certainly lose the sale.
These guidelines will go a long way in maximizing the benefits you reap from cold calling. However, they’re only a basic primer; if you have any questions about cold calling or any other public relations issue, call us at (512) 477-1018 or drop us a line at philip@estilopr.com and we’ll get back to you soon.