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Tips for Easing the Cold Call

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Tips for Easing the Cold Call
November 15, 2016

  By Susan J. Campbell, TMCnet Contributing Editor

The cold call – for many sales professionals, it’s a bad word, as the cold call is one of the hardest to make. The individual doesn’t know you or the reason why you’re calling. You’ve interrupted their day and you need to have a good reason why. For those who do, it can be a successful conversation. For those that don’t, it’s a frustrating encounter. In all situations, telemarketing software may be a good choice.

But alone, telemarketing software can’t solve the cold calling challenges. In some industries, it’s part of the job if you want the flexibility and income associated with the sales position. Fortunately, you don’t have to go into it completely cold – you can take the best practices of others to improve your performance and thereby improve your outcomes. A recent Fit Small Business piece offered 25 cold calling tips. While we won’t list them all here, we’ll break down a few of them and why they could help you drive success.

  • Develop a strong and targeted pitch for lead generation – it’s important that you’re not wasting time when you get on the phone. Be sure your message fits with your brand and lends value to the conversation. If not, adjust for better outcomes on these cold calls.
  • Avoid the hard sell – it’s likely you won’t get the close right when you make the connection, so instead focus on nurturing the relationship to get to the next step.
  • Customize the message – there is no way you can be successful if you use the same message with different people throughout the organization. Adjust it according to the customer so that the message fits their needs and not your own.
  • Timing is important – pitching too early in the conversation is also a problem. You need to first build rapport with the individuals who are on the line, identifying problems that are specific to their roles and operations. Then you can deliver a pitch that adds value and hopefully fits their needs.
  • Positivity is key – potential customers can tell if you like being on the phone with them and whether or not you like your job. Keep a positive attitude on the call, smiling even if the customer is saying no. You never know when you might be able to turn that no into a yes.
  • Stick to what works and be confident – it’s very easy to hang up on that guy who is stumbling through the script. Be confident in who you are and what you’re selling if you want to get through to the person who can tell you yes.
  • Don’t forget to be human – it’s easy to fall into the trap of always following the script, but you’re talking to a human, so be human. It’s important to make a personal connection and that requires you to be genuine.

Cold calling is tough, no matter how you tackle it. It’s great to have telemarketing software in place to help, but a solid approach to confident tasks is always a good rule if you want to be successful. 

Edited by Alicia Young

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