It’s hard to beat the human connection that comes from cold calling. When you get a prospect on the line, you have a chance to build rapport and increase your chances of creating a meaningful business relationship. You can engage in some back-and-forth dialogue and get their real-time reaction to what you’re saying. This isn’t the case with email and social media interactions.

Even if you have a solid grasp on cold calling, you might want to try a few fresh tactics to elevate your game. According to Allego’s Kelsey McDonald, it all comes down to taking a customer-centric approach. This, she says, is how you can make each interaction count.  

In this issue of PromoPro Daily, we share McDonald’s best tips for achieving cold-call success.

1. Do your research. McDonald says modern calling demands precision, which starts with thorough research. Get to know not only the prospect’s role and responsibilities as well as some of their specific challenges. Be sure to review recent news and press releases to gather details you can use in your pitch.

    2. Capture attention quickly. This is key when cold calling. Prospects often decide within seconds whether to engage or hang up, McDonald says. She recommends steering away from generic introductions and opening with something more personal like, “Hi [Name]. I noticed your recent post about [topic] on LinkedIn, and I wanted to discuss how our solution could support [said challenge].” Remember, McDonald says, that the goal isn’t to sell but to earn the right to continue the conversation.

    3. Ask more open-ended questions. Your cold calls should feel like a conversation. By asking questions like, “What’s your biggest challenge when it comes to marketing?” or “How are you currently addressing [pain point]?” you encourage prospects to reflect on and articulate their needs, McDonald says.

    4. Focus on value. Cold calling isn’t about landing the deal right away. Instead, it’s about providing value. How can you do this? McDonald recommends speaking to the prospect’s challenges. For example, if you know they’re struggling with event attendance, you could share relevant case studies and valuable tips. She recommends framing your solution as a partnership.

    5. Plan for objections. Anticipate objections and know how you will handle them. There’s a good chance the prospect may push back on budget or time. You could respond with, “I totally understand. Many of our clients felt the same initially but found that the cost savings from [promo solution] quickly outweighed the investment.”

    6. End with a CTA. Every cold call needs a clear next step, McDonald says. Schedule a follow-up and send resources, like promo stats or case studies.

    7. Follow up. According to McDonald, following up is just as important as the initial call. Don’t give up after 1 or 2 attempts. Instead, take a balanced approach by following up with calls, emails and LinkedIn messages.

    Try some of the ideas above to connect with your prospects on a deeper level. Whether you change up your questions or adjust your CTA, you can ensure you’re making the most of every cold call.

    Compiled by Audrey Sellers
    Source: Kelsey McDonald is the senior manager of integrated marketing at Allego, a sales enablement platform.