"Here's your cold calling script-get fired up! Start 'Dialing for Dollars.
' I want to hear enthusiasm!" Oh no.
Ever notice how the people who tell you that this is the way to go about cold calling are almost never the people who actually have to do it? Following a cold calling script word for word, plus injecting blatantly fake enthusiasm, are two common things that broadcast the unmistakable message of "Here Comes A Sales Person.
" Prospecting is both art and science.
The science part is derived from having a consistent process.
This includes knowing several typical reasons why people do business with you.
A script is an outline.
Know it, have the facts ready, use the process-but don't rattle it off like a recording.
I've discussed how Enthusiasm Is Your Enemy (yes, that's the article's title and it's right here on this site).
Exclaiming the meaningless and overdone "How are you today?!" instantly informs the person on the other end of the line that This Is A Cold Call.
A much better way of prospecting is to follow a process, and be yourself.
People react to genuineness with authenticity.
This is the art part of natural cold calling.
How do you feel when a poorly-trained salesperson enthusiastically tries to shove a solution down your throat? Have they even considered whether this solution is right for you? Your first objective in cold calling is to find out whether your solution is even potentially a suitable fit for this prospect.
The art in prospecting is to keep being natural.
Being a little unsure, sounding like you, will result in prospects reaching out a bit more, wanting to learn more.
You want your cold call to sound like a normal conversation, not a sales pitch.
Let me give you some instruction and help you feel better about what to expect as a result of your calls.
First, you cannot control what happens on the other end of the line.
Whether they talk to you or not, whether they're having a bad day or not, if they are truly a potential fit or not, all these things are not up to you.
Nothing you can do will change the result.
What you can control is whether you pick up the phone and call.
You can also control how the call sounds, and the manner in which it is carried out.
Some days you'll make the calls, and everyone will pick up and speak with you.
Other days, while you put in the effort, it'll be a pack of voicemails.
You can't control that.
So don't get stressed out about it.
Keep putting in the effort, day in and day out.
That you can control.
Like most things, the more prospecting you do, the better you'll feel about and get at it.
Day One is tough.
Day Fifteen, on the other hand, is natural.
Set specific times to do your cold calling, and put them in your calendar.
I recommend cold calling for one to two hours at a time, then taking a break.
You can't cold call all day.
Making calls in an 'up' mood (when you feel like a '10', as valuable as any top officer out there, but not artificially enthusiastic) is important.
Adjust your script in accordance to the feedback you get.
Drop reasons that people do business with you that don't resonate, and include new ones to replace them.
As you do the work, certain key phrases will stand out as getting prospects' attention.
Make use of them.
Keep your voice natural.
Let's look at an example of how I go about a cold call, keeping it natural, following a process and being genuine: Salesperson (S): John? Prospect (P): Yes.
Who's this? S: Hi, John, my name's Jason Kanigan.
Am I calling at a bad time?" P: No.
What's this about? S: Appreciate the question.
Let me tell you why I called, and then you can decide whether we should keep talking or not.
Does that sound fair? P: Sure.
Go ahead.
S: All right.
I'm with XYZ Training in Mytown.
Typically we work with technology firms who are serious about steadily raising their top line revenue, and are: * Concerned about trouble prospecting consistently and effectively * Upset that they hear price too often as a major objection * Frustrated with having to constantly chase prospects, and having to keep 'following up' after doing demonstrations.
I don't know if any of these are issues at your company, though...
P: Well, sort of...
I mean, doesn't everybody have those problems? S: Maybe.
Which of those really stands out for you? P: I guess the 'following up' one.
We do a lot of quoting that goes nowhere.
S: Oh, that surprises me.
I figured it would be the price issue.
Well, tell me about having to follow up.
How many quotes a month do you think you do? P: Around forty...
And it continues from there.
Note the differences from slavishly following a script, and pumping your talk full of false enthusiasm.
First, you're having a real conversation.
That means you've gotten over some of the trust hurdle.
People try to share the truth with people they feel some trust for.
Second, you're talking about true pain the prospect is experiencing.
This isn't something you've pushed in their face: it's real because they're saying it.
Third, you're able to find out if what you have to offer is potentially a fit for their problems, because they are telling you facts about their situation.
This makes for a much smoother and more likely continuation along the sales process.
Picking up the phone with the goal of having genuine conversations with other people, to try and find out whether what you have to offer is a fit to solve their problems, is the key to natural and low-stress prospecting.
Cold calling with a script to guide you--not constrict you--and with a natural voice will make you calm and well-received.