4 successful ways to start a COLD prospecting call
Updated: Oct 19
This sales tip is for sales people who use phone calls as a way to approach prospective customers.
In the world of email and social selling techniques, the phone remains one of the most powerful ways to engage with prospective customers.
If you are in pro-active sales, you have to love and master this fantastic medium. And, if you are a social seller, you just do not know what you are missing out on!
Starting with the end in mind
Decide what you want from your call. A sale is certainly the best outcome. Yet, that is not always reasonable when you sell using medium or longer sales cycles.
Here are two objectives for those kind of calls:
Feel: After the call you would want prospects to feel happy, excited about the prospect of a better solution to their problems.
Do: After the call to prospective customer has:
1) agreed to receive a quotation and review it.
2) agreed to meet again.
3) agreed to share information about the company's use of xyz products
Starting a call well is key because it sets the tone for the conversation and you are more likely to achieve your objectives.
Here are four proven lines starting a successful prospecting call:
The industry issue line
Strategy: Use a current known issue in the customer's industry to start a conversation.
Tactic: 'John, I was listening to a podcast this week and heard about the current sales challenges in the car sales sector. May I ask you to what extent this applies to (company name)?'
The follow up line
Strategy: Use a recently sent communication as a starting point to establish your prospect's role.
Tactic: 'John, you probably received an email about widget use last week. I wondered to what extent you are involved in the widgets supply?'
Asking for help line
Strategy: Asking someone for assistance to find the right person to speak with.
Tactic: 'John, I hope you can help. I am looking for the person in your organisation who is responsible for Health and Safety. Would you be able to put me in the right direction please?'
The credibility line
Strategy: Using a fact gained from other sources to credit the prospect
Tactic: 'John, I have heard your name a few times in relation to Mobile Communications and would like the opportunity to explore how we might be able to support you. To what extent am I speaking to the right person as far as your organisation is concerned?'
The temptation to script yourself and not giving it 100% is real, especially if our role involves making many calls. There are plenty of ways to start a successful call and every prospect deserves an approach that suits them.
Feel free to contact me for any specific advice or help.