9 Must-Use Cold Calling Tactics

Business.com / Sales / Last Modified: February 22, 2017

There are plenty of cold calling techniques that can facilitate the sales process, but there are only a few which can guarantee a purchase.

There are plenty of cold calling techniques that can facilitate the sales process, but there are only a few which can guarantee a purchase. With many cold calling techniques stuck in the nineties, it's no surprise that new approaches were created to make each cold call worthwhile. So if you're looking to turn cold call recipients into regular customers, feel free to continue reading.

1. Use talking points, not scripts

Buyers know when they are being read a sales script, and even if the salesperson is delivering a persuasive speech, prospects may automatically tune out the message. It's critical that you have key talking points prepared for things you can say if a customer asks a particular question. When you cold call customers, develop a list of their frequently asked questions and then craft consistent answers that you and your colleagues could share with future cold call recipients.

2. Practice handling objections

Sales representatives tend to fear objections as they can derail a sales pitch. But if the sales representative is prepared they can anticipate the objections with prompt answers and continue moving forward with their sales pitch. Managers should train their reps to avoid stumbling when faced with buyer hesitancy. That way, conversations can be more fluid and salespeople can approach objections more confidently rather than with surprise.

3. Stop premature pitching

Premature pitching can end a cold call before it even begins. If a prospect doesn't know what he/she wants, they certainly don't want a product/service forced under their nose against their will. Be mindful of what your customer is saying so once you have fully understood their business problems and their anticipated goals, you may be able to execute your sales pitch at the exact time when it is most appealing.

4. Never multitask during a sale

A cold call requires undivided attention and there should be no distractions during the conversation. Although the pitching process can become mundane when repeating the same answers to the same questions, each call requires attention as the customer (believe it or not) knows when you're not listening.

5. Captivate your prospect

Natural showmanship and charisma can go a long way when it comes to cold calls. Salespeople need to understand these mechanics so that their words are almost hypnotic and they can mesmerize during their cold calls.

6. Highlight value first, price last

Under no circumstances should a representative mention their product or service’s price before explaining its value. However, never give the customer a solid "no" if they ask for the price. To avoid this conundrum, explain what they're getting and why it's worth it.

7. Combating common rejections

Common rejections usually include the product or service being too expensive or the product or service not being an exact match for what the potential customer is looking for. To bounce back from these common rejections, make sure you explain the value of the product or service you're offering to justify its cost and illustrate how it solves at least one of your prospect’s biggest business problems.

8. Responding to "I don't have the time" 

"I don't have the time" is a common excuse cold callers face that kills a sales pitch before it can begin. Although this excuse usually means the cold call recipient doesn't want to talk to you anymore or isn't interested in your product or service, the conversation would have already ended if they didn't have the time to respond.

Most salespeople throw in the towel when a customer utters this statement, but a great salesperson finesses the objection without stammering as they continue their sales pitch. If anything, the salesperson would throw in the core values of their available product or service to keep the customer on the line.

9. Turn fear into fearlessness

When entrepreneurs begin cold calling, they often struggle. Drumming up business with a stranger isn't easy and it's a skill that usually comes with time. In addition to this, the initial approaches can begin rather timid and resistance to the offers can be very unsettling for the salesperson.

To turn this fear into fearlessness, approach potential customers with the same confidence as with someone you’ve already been acquainted with and initiate the call with the assumption that your prospect would like to know more about your company’s product or service. If the cold call recipient genuinely isn't interested, don’t take it personally and simply move on; there are plenty of other buyers out there who are ready to commit to a purchase.

See related: Staying Motivated: 10 Quotes to Inspire Your Sales Team

Photo credit: Rawpixel.com/Shutterstock

Login to Business.com

Social Login
Login with Your Account
Forgot Password?
New to Business.com? Join for Free

Join Business.com

Sign Up with Your Social Account
Create an Account
Sign In

Use of this website constitutes acceptance of the Terms of Use, Community Guidelines, and Privacy Policy.

Reset Your Password

Enter your email address and we'll send you an email with a link to reset your password.

Cancel