It’s the dreaded word….Cold Call.The old school practice of “cold calling” gives the important stage within the sales process a bad name. The stage is still important, but it is all in the delivery and your process that determine your success and how you are perceived by your target audience. Instead of delivering interruptive messages there are several approaches to consider before you make that first call to a potential client. Below are 5 best practices that I have found to be most effective when contacting a prospect for the first time.
- Review your prospects social media posts pertaining to a trigger event that your product is relevant to. In your correspondence share ideas of how others in their space solved a similar issue with your product.
- Research your prospect and their company thoroughly and start the conversation with something relevant and current to both their position and their business.
- Send out a persona targeted message before you call to soften the conversation and provide familiarity with who you are and what you do. I find it helpful to include my LinkedIn profile to add a human side.
- If you’re not already using an application to see when a prospect has opened/clicked/forwarded/ your email, I highly suggest doing so. Understanding their engagement level to your message is key. (Two great options are Yesware and Sidekick)
- Join LinkedIn Groups and business associations where your prospects talk and learn what matters to them.
Vince Lombardi once said, “The will to win is nothing without the will to prepare to win”. This is the best approach to cold calling and being successful in sales.
What steps do you do before you pick up the phone and make a “cold call”?