Don’t love making cold calls? You’re not alone. Most sales reps consider it the hardest part of their job. They don’t like reading from a script all day, and they don’t like being hung up on, ignored or brushed off. However, despite all this, cold calling must still be done.
Rather than just gritting your teeth and preparing for the worst, try changing your approach. ZoomInfo’s Kelly Fanthorpe says when you know how to head off objections from the get-go, you set the stage for a productive conversation. In this issue of PromoPro Daily, we share her best tips for opening your cold calls so that prospects perk up rather than hang up.
Test permission-based openers. Should you open with something like, “Hey, do you have a few seconds?” According to Fanthorpe, it comes down to your personality and confidence. Some sales reps like getting verbal buy-in before continuing while others prefer to lead with value and let the prospect interrupt if needed. Try both methods to see what feels right to you.
Pay attention to your tone and pacing. Some reps sound like a totally different person when making cold calls. They take on a formal, corporate-sounding voice and don’t sound like a warm, competent human. To avoid this, smile intentionally even if the prospect can’t see you. Also, Fanthorpe says you should avoid speaking too quickly. This can make you seem untrustworthy. Speak at a relaxed pace, which can make the prospect feel more comfortable.
Explain why you’re reaching out. This is one of the best ways to head off objections, Fanthorpe says. Did the prospect just get promoted or get funding for a major project? Congratulate them. She says this ties your opening into something meaningful to them or the company, which builds credibility and softens objections.
Start a “yes” train. According to Fanthorpe, this subtle strategy works wonders at softening up a prospect. You can do it by confirming 2 or 3 things that can get you a quick yes. Maybe it’s “Is this [prospect name]?” followed by “Are you looking to grow revenue right now?” Use those small “yes” moments to get the prospect in a framework of positivity that can create an open mindset.
Always confirm the contact. Before diving in, Fanthorpe says you should always ensure you’re speaking to the right person. You should also incorporate relevant company details to build credibility. Remember, she says, prospects know when you haven’t done your homework.
Try some of the ideas above to turn initial hesitation into interest. The goal isn’t to deliver a scripted pitch but connect with the person on the other end of the line.
Compiled by Audrey Seller
Source: Kelly Fanthorpe is content manager at ZoomInfo.
