5 Cold Call Secrets to Level Up Your Sales Representatives

But this does not mean that it is easy for them. In fact, it is very difficult for many representatives. Research shows that 48% of salespeople are afraid to pick up the phone and make cold calls. This is likely why another 53% give up cold calling too easily.

Part of the problem is the lack of preparation. Simply put, most organizations do not equip their reps with the knowledge and skills to make effective cold calls. 76% of companies conduct outbound intelligence training, 46% conduct these sessions only once a year, and 28% conduct them exclusively for newcomers as part of the initial onboarding process.

There is clearly room for improvement here. With a little extra effort and focus, you can help your team step up their cold calling. Here’s how to do it.

1. Create an effective cold calling script.

Even if your outbound sales team only makes a few calls a day, it is absolutely imperative that they have an effective cold calling script to rely on. Cold calling scripts greatly simplify this initial call as they provide a clear and repeatable structure, which means less time wasted thinking (and worrying) about what will happen when a prospect answers the call.

However, using a cold calling script is not about repeating the same offers to every potential customer. They shouldn’t be overly prescriptive; You don’t want to turn smart salespeople into mindless drones.

Instead, your scripts should give reps the opportunity to contribute to every conversation, while providing a comprehensive structure and a few compelling messages to help them make the greatest possible impact.

In fact, every representative is already using some form of script. Everyone has one or two options for a classic intro or presentation for your product, and they probably have pre-prepared answers to many of the frequently asked questions. Your task is simply to collect their common knowledge into a formalized document and refine it. This is your script.

2. Do your homework

Cold reporting becomes infinitely easier when your reps feel they understand the potential customers they are calling, are aware of their goals and pain points, and have a clear understanding of the messages that are likely to drive those potential customers into action. The good news is that they can find most, if not all of this information with a little preliminary research.

By taking the time to check a prospect’s LinkedIn profile, read the company’s blog, and find important developments in their industry, your reps can better grab and hold the person’s attention on the other end of the line. It also provides a more personalized experience for your potential customers, which proves that you are serious about selling to them.

On the other hand, if you don’t prepare properly, your reps will appear unprofessional and disinterested, which will almost always lead to a failed call. Hint: Salespeople should always check their CRM in preparation for a call to see if the company has contacted a given prospect before (and if so, what happened).

3. Take the time to practice cold calling techniques.

If you think about it, the fear of cold calling is actually related to the fear of the unknown. Reps don’t know what to expect when they first speak to a new prospect:

Will they yell at me? Will they be rude? Will they call me?

So it’s clear that role-playing with a colleague or manager can take some of the fear of sales calls by helping reps feel better prepared. If you’ve ever role-playing games before, you know how painfully awkward it can be. You can use this to your advantage, however, because it can make the “real thing” that much more appealing.

There are more practical benefits to role playing. In particular, it provides your representatives with an excellent opportunity to discuss best practices and resolve common problems. After all, if one salesperson found a particularly effective way to overcome a specific objection or introduce your product to a specific audience, wouldn’t you want their peers to know about it?

4. Start adding value now

Let’s be clear about one thing about cold calling. Whether you’re trying to resell or cross-sell an existing client, or you’re reaching out to a new prospect for the first time, you end up interrupting their day. This is another important reason the fear of cold calling exists. Nobody wants to get annoyed.

However, “interrupting” and “annoying” are not necessarily the same thing. If a representative unexpectedly calls someone and immediately starts serving, it is definitely both distracting and annoying. But if they can add genuine value that helps a prospect overcome a problem or identify a problem they didn’t know existed, that’s not annoying at all.

In short, when your reps have something valuable to say, many potential customers will be happy to hear from them and it will be easier for them to attract valuable leads. For this to happen, sellers must avoid simply listing the characteristics and benefits of a product. Instead, they should offer concrete solutions to real-world problems that their potential clients face.

Do you have a free tool or useful content to make life easier for a prospect? Name it at the beginning of your conversation and share it with them.

5. Use a sales dialer.

If your reps are not using a sales dialer yet, it is definitely worth using it because it saves a lot of time. Not only can they dial faster and more accurately than a salesperson could ever do, but they are often equipped with many other useful tools that add additional benefits, such as:

Call queue: Call queues help reps prioritize discussions with prospective leads, which can improve the efficiency of your sales team.
CRM integration: By integrating with your CRM, sales dialers ensure that all of your call and contact information is in one place, streamlining your sales workflow and helping your team extract valuable insights from the data your reps collects.
City code matching: Some sales dialers are able to reproduce the area code for the prospect’s location. This is very useful because calls from unknown regions are often ignored or rejected.

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