Most sales teams tend to have a cold calling script or cold email templates so sales teams can be on the same level. However, you would offer a better experience to your prospects if you didn’t follow the script word for word but use it more as a guideline for how the call should develop.
In fact, it would be much better if you just keep your script/template as an outline of things you want to cover as part of your call.
A cold calling script should include the following points:
Problem - ask open-ended questions to find out what problems they are facing and how they’re dealing with it at the moment
Solution - explain how your solution can help them fix or alleviate their problem by presenting a specific use case scenarios
Objections - how to handle any objections that may pop-up and if possible to turn the objection in an opportunity
Closing - how to effectively close the deal, by addressing any remaining questions and objections they may have about your product or service.
The 5-Step B2B Cold Calling Technique
To really nail cold calling, you need to pay attention to the basics. So let's take a detailed look at each of the five main stages of a successful cold calling outreach.
1. Preparation beats improvisation
Remember that before you even pick up the phone, you need to do your homework. That means finding information about the person you are reaching out to and the company they work for. That way, you can know in advance if you're about to call the decision-maker or an influencer who might help you with a warm introduction to the decision-maker.
Having the right data insights will clue you in on two things. First, if they fit your buyer persona —you'll know what type of problem they may be facing that your product could solve and if they have the authority and deciding power to close the deal.
Here's the information you need to have about your prospects besides their name and phone number:
Position in the company or job title
The company they work for and industry
Location of the company
Competitor products they use (if any)
Their tech stack (if applicable)
Any recent hirings or leadership change
Annual revenue and number of employees
While all of the above information is great to have, in reality, the accuracy of the information you have about your prospects is never complete or completely reliable. That said, even if you can check just a couple of the points above, you're off to a good start.
Bonus tip: You should also check the prospect's social media (preferably LinkedIn) profiles or use a tool like CrystalKnows to help break the ice and start the conversation.
2. First impressions matter when cold calling
Your introduction sets the tone for how the cold call will play out. Introduce yourself, the company you work for and the purpose of cold calling. Personalize the conversation. That said, personalization is more than using their first name, and at the same time, it's not about supporting the same football club. Keep the conversation contextual to business with an informal tone of voice.
Bonus tip: What’s a good opener to start off when cold calling?
Don’t start the conversation with “Is now a bad time?” because this gives your prospect a way out before the conversation starts. Instead, it’s better to go with something like “How have you been?” making the dialogue more personal. Experiment with the opening line and get creative. Your goal is to get their attention and start building rapport.
Talk about a pain point they might have (based on your research) and ask something like:
- Does this issue sound familiar?
- Can I show you how we approach this?
- Any of these ring a bell with you?
So, in short —you need to give your prospects a reason to hear you out.
3. Have a conversation
Going through a call as if it were a checklist doesn't help anyone. Instead, it gives a very robotic experience to the prospect .Best lead generation company for home improvement company This is one of the reasons why cold calling gets a bad rap. No one wants to talk to an automaton that is not invested in the call.
Put yourself in their prospect's place. Next, you'll need to put in the effort and engage your prospects. Commit to not just selling but solving their problems and helping them overcome their challenges. Again, active listening is the key. Don't go over your talking points trying to sell, but actually, listen to what they're saying. Double-check with them on key points and ask them about additional details. This way, your prospects know that you're actively paying attention and looking for a way to help them.
Look for cues in their tone of voice to know where you stand. Do they sound curious or indifferent? Are they actively participating in the conversation, or is it you talking 70% of the time?