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How To Make Cold Calling Work For Your Business In 2022

The history of cold calling began way back in 1873 and was invented by a man named John Patterson. Because of its long, centuries-old history, many are asking, “Is cold calling dead?” 

Cold calling is not yet dead, nor it’ll be in the years to come. In fact, it continues to evolve year after year, helping many businesses depend on it to generate positive revenue and maximum growth. However, cold calling is never an easy process in the first place.

How often do you answer phone calls from someone you don’t even know, a stranger of some sort? This is one of the biggest pain points in making cold calls. Not to mention prospects hanging up if they’re not impressed with what you’re talking about.

If cold calling is a challenging process, why are many companies willing to invest and waste their time, money, and effort on this? Cold calling can break or make your business successful as long as you know how to execute every call perfectly. 

In this article, you’ll dive deeper through different strategies and techniques for compelling and engaging cold calling for this year and many years to come.

Use A Powerful Cold Calling Software

While it may not be impossible to make cold calls without powerful software solutions, it’d still be best to use at least one as much as possible. With these tools, you’ll be able to streamline your cold calling process efficiently and effectively.

On top of that, cold calling tools usually come with different features, such as tracking calls, managing calls, taking notes, and analytics. If you’re interested in learning more about these software solutions, you may visit Call Cowboy or your local dialer service providers for more information. 

Here are the most common cold calling dialing solutions you might want to consider:

  • Preview Dialer

A preview dialer is similar to your old-fashioned phonebook. It shows a list of your prospects and small details and history about them before dialing their numbers. With this, you’ll have enough time to prepare for your calls. 

Oftentimes, a preview dialer is used before a business upgrades its system with a more complex software solution. After all, having an automated dialing tool is still better than manually dialing multiple digits with a high risk of making wrong phone calls. 

Furthermore, a predictive dialer is for businesses that prefer generating quality lead calls over quantity.

  • Power Dialer

A power dialer is a consecutive and sequential dialing tool that allows you to dial the next number on your list as soon as you finish a call. In this process, you have to indicate that you’re ready to take on the next call. After which, the tool will place the next call.

The main purpose of a power dialer is to help sales agents dial numbers continuously. Unlike preview dialers, they won’t be able to choose whom they want to call next. For example, if the dialed number is busy, it’ll automatically dial the next in the list. 

In addition, this type of auto-dialer is for businesses that prefer quantity over quality calls, minimizing caller downtime and increasing work efficiency. 

  • Predictive Dialer

A predictive dialer automatically dials multiple calls at the same time. Once the prospect picks up the call, they’ll be redirected to the available sales agent on the line. 

As the name suggests, a predictive dialer uses multiple algorithms and variables to predict the next available sales agent. It measures and analyzes the time it takes before a sales rep answers the call and the chances of prospects when answering the call.

For example, if it takes three minutes for a sales agent to complete a call, the predictive dialer will set the automated dialing system every four minutes. This will give you ample time to prepare before answering the next call.

Do Your Research Thoroughly

Research is crucial in cold calling. Without it, it would seem like entering a war without enough support and ammunition. Eventually, you’ll die. 

By doing your research, you’ll be able to provide quality calls and keep your prospects engaged throughout the call. Prospects will see that you’re more interested in helping them address their issues and pain points than making sales. 

Also, you’ll be able to provide your prospects with a more personalized approach and perfectly tailored messages. With a personalized call, it’ll be easy for them to open up their thoughts, grab their attention, and convert them into your loyal customers. 

Here are the things you need to look into when conducting your research:

  • Recent news about the company
  • Leadership and success story
  • Mutual customers
  • Potential mutual investors
  • Competitive analysis
  • Professional and educational background of the prospect
  • Possible mutual connections
  • Prospect’s interests and hobbies
  • Groups where the prospects belong to
  • Work responsibilities

By conducting research, you’ll be able to communicate with the decision-makers and not just anyone in the company. In this way, you’ll have higher chances of making sales as long as you provide them with an effective cold call.

Create A Cold Calling Script

A cold calling script or a sales script is a written dialogue that will serve as your guide when making your calls. This will prevent you from uttering unintelligible words, disjointed sentences, and cluttered concepts.

You don’t have to read this verbatim. Otherwise, you’ll sound like a robot. Instead, use it as a guide filled with key points about the things you want to discuss. 

Here are some questions you should answer when making your sales script:

  • Who are you?
  • Why are you making these calls?
  • How will your prospects benefit from the call?
  • What do you want?

On top of that, your script should not be about you or the things you want to sell. It should provide more than enough time for your prospects to share what’s on their minds. You may ask them questions or encourage them to give comments, share their thoughts, etc. 

Furthermore, include thoughtful and insightful questions that discuss their problems. These will help you manifest your genuine and utmost interest in helping them address their pain points.

Take Time To Go Over Your Lists

As of this moment, all you have is a sales script and a list of your contacts. However, you’re not yet ready to make your calls. Instead, go over your list and try to edit or remove those contacts that may not be part of your target market. 

Other than that, you might want to check your cold call script and identify the possible mistakes. Go over your questions and identify if they encourage prospects to speak comfortably. Otherwise, change them. 

Once you’re done with all the edits and proofreads, you’re one step ready to make your calls. Nevertheless, it’d be best to consider the following steps below for a foolproof cold calling experience.

Know When Is The Right Time To Call

No sales agent wants to repeatedly waste their precious time calling and reaching the same prospects. But this will surely happen if you call your leads at the wrong time. So, the big question is, when is the right time to call?

Experts believe you should not make cold calls on Friday afternoons. It makes sense since most people are getting ready to leave their work and welcome the sweet scent of the weekends.

Another bad time to make cold calls is during Monday mornings. It’s logical since most people find it difficult to work eagerly on Mondays. Many of them would be in a daze, still wishing for the weekends to extend. So, don’t expect someone to answer your calls. 

If you can’t make calls on Monday morning and Friday afternoon, try calling your prospects on Wednesday and Thursday. However, you may only call them in the morning or the afternoon.

If you’re a morning person, you might want to try calling between seven to nine in the morning. For afternoon calls, you may try calling between four to six in the afternoon. 

Furthermore, try to call them once they sign up for your program, whether for a free trial or product test. Doing this will boost your conversion rates significantly. 

Call Using The Right Tone

Using the right words is important when making calls. However, if you’re not using the right tone and if it doesn’t match with what you’re saying, you’ll never make a sale. 

When making cold calls, avoid sounding monotonous as much as possible. Remember, you’re a human that communicates with another human. You’re not a robot. Show your prospects that you’re confident with what you’re selling. 

If you’re feeling bored, prospects will immediately notice it, and guess what, they probably won’t transact with you. After all, would you purchase from someone who sounds sluggish and lacks enthusiasm? 

You have to show them that you’re interested in them. If possible, you may try to copy your prospect’s tone. In this way, they’ll be more comfortable talking to you and more interested in listening to what you have to offer.

However, it can be very challenging to stay enthusiastic all day. So, do your best and maintain a confident yet friendly tone when making different calls. However, be mindful of your tone because at times, being overly confident may sound pushy. Remember, aggression is not welcome here.

Most importantly, always remain friendly throughout the call, even if the conversation is not going your way.

Discuss The Benefits Of Your Products

It doesn’t matter to your prospects what kind of products and services you offer. What they want to know is how your offerings can make their lives easier and solve their major issues and pain points in life. If you can show that, you’ll have a better chance of making sales.

Here’s a good example: Instead of saying, “We produce the most amazing digital camera in the world,” tell your prospects, “Our cameras are compact, powerful, and versatile. Built only with the newest technology that allows you to capture high-quality shots and videos.” 

Remember, what people need is value, not the object alone. However, it doesn’t mean providing them with a long list of specs and other technical jargon. Be direct to the point and keep your explanation straightforward. 

You want to keep them interested in the things you can offer while demonstrating how your products will personally benefit them—other than their family or company. 

If your prospects need more details before making their decisions, ask them when they want you to contact them again for further explanation. Otherwise, set up an initial meeting with them at their most convenient time.

Accept Rejection And Learn From It

Before entering the world of cold calling, it’s important to understand that there will be many instances when things won’t go your way. You’ll be rejected and hung-up multiple times per day, but there’s nothing to worry about because it’s part of what you’re doing.

Here are some tips that may help you face the fear of rejection:

  • Make your rejections funny by competing against your team regarding who among you received the worst rejection ever.
  • Ask your prospects politely why they reject your offer if they reject you nicely. Here’s an example dialogue:
    “Thank you for being honest. I do appreciate it. Truthfully, the most difficult aspect of our job is the fact that we don’t know if we can be of some help to others. To satisfy my curiosity, can you share why you think we can’t help you?”
    At this point, don’t try to sell. Instead, learn from them and use what you’ve learned for your next cold calls. 

Final Words

Based on the discussion above, you probably understand how hard cold calling can be. In this time and age, it may seem an outdated technique, but with the right strategy and knowledge, you’ll be able to pull it off effectively and generate plenty of sales opportunities.

You can check out the different strategies mentioned above and use them in your next cold calling session with your prospects. 

But most importantly, keep your tone confident yet friendly and give your prospects plenty of time to speak. This will help them feel that you’re interested in helping them address their issues and concerns.

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