The Story of a Successful “Cold” Call: Getting Past Hello
August 21, 2020
Matt Paul, Manager of Operations
SDRs face a daunting task. Every day they must contact strangers to establish a level of trust that leads to scheduling a meaningful meeting. This means calling busy, skeptical people, who think they don’t need your help. A successful SDR must be:
- Persistent – it takes up to 52 contact points to even reach a person
- Diplomatic – once the SDR gets a person on the phone, they have to overcome constant objections
- Empathetic – SDRs have to defuse, defuse, defuse)
- Knowledgeable – have deep industry and product info
At every turn, prospects put up barriers and objections. What follows are three often overlooked items to plan for before you dial or email your prospects that will increase the chances of successfully navigating the cold call.
Know your Target – The 3 min Research Drill
There are two parts to this process: the market, and the individual. Before you begin a call or start to construct an opening email, spending a few minutes getting to know more about the person will inform your dialogue and help build trust. Consider the following:
- Know their industry. Are there trigger events or compliance issues this person will be facing that your service or product will help manage? This is valuable information you can use to spark interest, engagement, and credibility.
- Study their LinkedIn profile. This is such an under-utilized resource. Look for where they went to school. Consider their career path. What do they care about related to volunteer or charity work or support? Then, use this information in your conversation to build a relationship and a level of trust.
Acing the Intro
Many prospect meetings are lost because you can’t get beyond the opening of a call or initiate an email engagement. Getting past the cold call intro is a critical, often missed opportunity. Prepare for this process using the information discovered in your initial research before the call by being able to:
- Immediately engage: If you ask “how are you” you’ve probably lost.
- Demonstrate that you understand their pain: Use your industry knowledge to succinctly frame the issue(s) they face and how your company can help. Show them benefit of talking to you.
- Tailor the pitch. Use language and issues specific to their title and role. A CIO will have goals and concerns than a VP Sales, Ops Manger, or Technical Champion. Relate to their personal and career goals, and use your Linkedin research!
- Stress the value: The value to your product and/or service are the problems solved. Don’t confuse WHAT you do with HOW you do it!
Once you get the prospect engaged, you will inevitably face objections. Anticipate and plan responses to answer these concerns. Then, as you conduct your calls, track their answers and not new objections to improve your ability to deal with future calls. Here are a few common objections:
- “Just send me an email with more information.” Make sure your response defines the advantages talking more and in setting up a meeting. Perhaps you can best customize the information or demo to meet the prospect’s specific needs, which is not possible with a generic white paper. Give them a good reason to talk and to move to the next step.
Here’s a tip that works: “Our marketing materials aren’t very detailed, and there’s nothing there that we haven’t discussed. I’m not sure if you feel the same, but I’m a very visual learner and like to have things personalized to my situation. We can schedule a call to do a visual walk-through tailored to what’s important to you.
- “I’m not interested.” The more you know about the industry or market challenges the prospect faces the better you can counter this statement. Refer to how your solution can easily meet those needs with different or supportive methodology.
Here’s a tip that works: “I understand. And I appreciate you weren’t sitting at your desk waiting for NAME from XYZ company to call, and if you were interested, you’d probably be calling me. But I am wondering if (problem) resonates, and if it does, how do you solve it?”
These are just three suggested techniques to consider as you begin a cold call. Getting beyond the opening of the call and closing the meeting time will be dealt with in our next blog and will also be the subject of a series of short, informational videos. Watch for updates to this series.
And, if you would like to discuss how qualifedMEETINGS can help with solve your top of funnel issues, we’d love to talk! Just give us a call or contact us by clicking here.