Cold Calling: Turning Interest into Need

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Let’s share 9 useful tips for cold calling easily applicable in sales, marketing and public relations. Some of the elements listed below are taken from a recent video made by Steve Richard, Co-Founder at Vorsight and Ken Krogue, President and Co-Founder of I also added some tips from my own communication experience.

The key of cold calling is education. Prospects don’t know you and they probably don’t need you yet. Your challenge: turn interest into need through education.

1.   Double dialling is a good strategy. You will find that you have a lot more chances to speak to a curious/interested person over the phone. There is a lot more connection chance.

2.   Neuro-linguistic programming (NLP) is an element to keep in mind when you call prospects. NLP is an approach to communication based on the knowledge of a connection between the neurological processes, language, and behavioural patterns learned through experience. That being said, it’s important to adapt your language to the person’s habits. If they are visual, it’s good to say: “I see what you mean” and send them a link as you are on the phone.

3.   If an interesting contact looks at your linkedin profile, call them right away. Trust me, it works!

4.   Once you make a call, do not say: « Are you busy?” but « Do you have a minute to talk?” This not only shows respect but it gives a framework to the conversation.

5.   There are six variables to test ideas: the campaign structuring, testing your sources, testing your offers, testing your approaches/skills, testing contact ratios and testing results.

6.   Freely give and receive recommendations – this is a key to keeping a strong network.

7.   Leaving a voicemail followed by an email is more effective that just leaving a voicemail.

8.   Good contact strategies include: doing things fast (within a few minutes rather than 24 hours), persistency (making more calls and following-up), and time of the day (Wednesday and Thursday in the morning or afternoon are best). Also, don’t be afraid to ask them when to call them back. Again, it’s about creating a relationship through respect and transparency.

9.   One of the most useful strategies for new business: tease your prospect. Create a need by listening to their current challenges and problems. Offer them a solution but give them space to change their mind. It’s very important to empower your prospects, especially when it’s your first contact with them.

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