{"id":14416,"date":"2023-12-04T13:08:16","date_gmt":"2023-12-04T21:08:16","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=14416"},"modified":"2024-07-08T08:32:54","modified_gmt":"2024-07-08T08:32:54","slug":"cold-calling-tips","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/in\/blog\/cold-calling-tips\/","title":{"rendered":"The Perfect Cold Call: How To Turn Prospects Into Customers"},"content":{"rendered":"\n

We may live in the time of TikTok, where an unknown number calling your phone strikes fear, but in my 13 years of training sales teams, I’ve found nothing is more impactful than the cold call. In fact, cold calling accounts for up to 50% of new deals, according to Dale Carnegie Training.<\/p>\n\n\n\n

The hard truth, though, is that cold calling can be painful. Many sellers avoid it whenever possible, fearing\u00a0confrontation and rejection<\/a>. But with the right cold calling tips, it’s actually easier than you think. With a few simple strategies \u2014 most rooted in solid research and planning \u2014 you can make successful cold calls without getting cold feet.<\/p>\n\n\n\n

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Never miss another red flag in a sales call<\/h2>\n\t\t\t\t\t\t\t

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What is cold calling and why are cold calling techniques still important?<\/strong><\/h2>\n\n\n\n

Cold calling is a type of sales solicitation from a salesperson to a prospect who has never interacted with the company before. The goal is to develop a business relationship with a new customer and, eventually, close a sale.<\/p>\n\n\n\n

While it can feel intimidating, the right cold calling tips can help you feel more confident going into each conversation. And it’s worth it. Using best practices for cold calling \u2014 rooted in solid research and planning \u2014 can help your reps turn successful cold calls into warm leads.<\/p>\n\n\n\n

Cold calls are also an effective prospecting method when you compare it to email or social media. Prospects can simply delete your emails and scroll past your social media posts, but a voice on the phone is immediate. You gain the opportunity to get real-time responses and address any concerns, gathering a lot of information in a short period of time.<\/p>\n\n\n\n

10 cold calling tips that will help you land new leads<\/h2>\n\n\n\n

The perfect cold call starts with preparation and research. Doing your homework will help you tailor your message and communicate effectively. Use the following cold calling advice to break through initial fears and find success.<\/p>\n\n\n\n

1. Research ahead of your call<\/strong><\/h3>\n\n\n\n

Before calling your prospects, research their biggest pain points and consider how your products or services can help them solve nagging problems. To streamline your research,\u00a0John Barrows,\u00a0CEO of JB Sales, recommends segmenting your list by industry and title. Then you can use AI sales tools, like Salesforce’s\u00a0automated research assistant<\/a>, to speed up your research. Some can even pull data about your prospect into your CRM.<\/p>\n\n\n\n

Once you have a basis of industry knowledge, get to know your target companies. Review their websites (especially their blogs), their social media accounts, and news articles about their companies to see if they’re facing any challenges. Then, check your\u00a0sales engagement platform<\/a>\u00a0to see if the person you’re about to call has clicked through any emails and engaged with content. That may give you clues as to what they’re most interested in so you can better frame your product features as solutions they need right now.<\/p>\n\n\n\n

“For top-tier target accounts, segment about one hour a day to do the research,” said Barrows. “Spend some time on your prospect’s LinkedIn profile and find something specific that you can reference to make a direct connection to the value your service can provide.”<\/p>\n\n\n\n

2. Collect case studies that show the success of your product<\/h3>\n\n\n\n

You can brag about your product or service all you want, but your customers make the most compelling case for you. They’re seen as more relatable and objective. That’s why you need testimonials and case studies that speak to the value of your product and how it solves your prospect’s pain points. Additionally, collecting any available data on ROI or customer performance can help you quantify the benefits of your product or service. Have this information in hand, refer to it, and be ready to share it in real time during and immediately after your call.<\/p>\n\n\n\n

3. Draft a call intro, not a whole script (with the help of AI)<\/h3>\n\n\n\n

Once you’ve completed your research, draft a quick-hit intro script that ties together basic info about your company with an open-ended question. Doing so allows you to collect more information you can use to frame your solution.\u00a0If you often struggle with wording and you have\u00a0generative AI tech<\/a>\u00a0built in to your\u00a0CRM,\u00a0<\/a>use it for a spark of inspiration to get the language right.<\/p>\n\n\n\n

Cold call script example<\/h4>\n\n\n\n

Plan to create a new script for each prospect. No two are alike, after all. A personalised approach will help you keep the call feeling genuine and focused on the help you can provide. Keep your intro short \u2013 less than 30 seconds.<\/p>\n\n\n\n

Barrows suggested including the following core elements:<\/p>\n\n\n\n