5 Step Beginner's Guide to B2B Cold Calling
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Sierra Powell, Freelancer
Cold calling is an essential part of generating interest for your business. The fact that it isn't among the most popular techniques doesn't change this. As the owner of a business, you're going to need to step up your cold calling game. Here is a very handy 5 step beginner's guide to getting you up to speed.
1. Make Sure Your Call Script is Effective
The most important part of B2B cold calling is to have an effective script. You don't want to call someone and then expect them to sit there while you ramble or stumble over your words. The very second a busy office manager or owner senses you are wasting their time, they'll hang up. You need to be prepared to make an effective presentation right away.
You can do this by verifying and testing out your script in advance. Try it out on your employees and have them share it with their friends. Test it against other scripts that rivals in your industry are making use of. You want to be sure that every element is as effective as possible before you put it into play.
2. Always Keep Your Main Goal in Mind
When you make a cold call, you need to be totally focused. The goal of your call may be to initiate a business deal or qualify a lead for future development. No matter what the point of the call may be, you need to keep solidly to it. Make sure that every element of your script lets you keep this razor-sharp focus.
3. Find the Pain Point of Your Recipient
There is a reason why you are making the cold call in the first place. This will be to exploit the pain points of a potential new customer. These pain points represent the reason why they can sorely use the goods or services that you offer to provide. Use them to their full potential.
The script that you use needs to address these points. Doing so will drive home the point of the call in a much more timely and efficient way. The sooner your prospect understands what you can do for them, the better. This will be the key to sparking interest. From there, you can arrange the next step of the process.
4. Make Sure to Call at the Right Time
How many times have you been woken up in the morning by a robocall? It may be an hour before you are ready to go to work. You are sleepy and very irritable about having to take the call. It's almost worse when there is a real person on the other end. If they are cold calling you, you are sure to very curtly hang up.
This needs to be kept in mind when you are the one doing the calling. It's a very good idea to be sure that you are calling at the right time of day. You want to call during the time when your target has the most social energy. This will usually be in the course of a business day, perhaps just after lunchtime.
5. Always Practice to Make Your Presentation Better
The last thing that you need to keep in mind is that practice makes perfect. You need to be able to read the whole of the script without it being in front of you. The sooner you memorize each detail, the sooner you can move on to freshen up your verbal presentation.
You need to read it off in a smooth, calm, friendly, and very natural voice. To get it right, you'll need to practice. The reward is a flowing presentation that will be well received and influential in netting some new clients.
Cold Calling Can Heat Up Your Business
It will be up to you to make use of every new tactic that will create interest for your business. Cold calling is a tool that can help you move up to a whole new level of influence. Like any tool, you need to use it correctly. With a bit of practice, you can make cold calling a vital part of marketing.
