Cold calling is a method of acquiring new clients. It is one of the oldest ineffective-yet-effective methods from a marketing and selling point of view.
Cold calling is not used by all businesses as a sales approach. When done correctly, this approach may be a fantastic strategy to swiftly qualify leads and enhance sales or lead production. Cold calling may be a time-consuming and challenging operation if your contact center doesn’t have all the necessary tools. As a consequence, while looking at their file of unqualified leads, many sales agents might rapidly feel disheartened and waste a lot of time attempting to comprehend and identify the leads they need to focus on each morning to get their calls started. And that’s where mistakes begin.
What are the most common Cold Calling mistakes?
If your want your cold calls to be more effective, you must first understand where things are going wrong, how you can prevent it, and how to enhance your operations. Here are some of the most typical mistakes you can make while phoning consumers.
Your primary goal is to sell: Yes but no
This is the most typical cold-calling mistake. If you truly want to sell, you must first acquire your contact’s confidence and pique their curiosity. So, if you want a higher valued aim, your agents must build a relationship with each client and have a precise follow-up with them. The most essential thing is to keep in touch with the individuals you contact. If you call a client, it’s because you want to sell and your agents need to focus on when they’re most likely to buy. This is why the vast majority of cold calls aimed only at selling fail.
Another major blunder is phoning everyone you can think of in your prospect list. Cold calls should be segmented in the same way that any sales method is approached. If you don’t, you’d end up squandering time and money on people who will never be interested in the products or services you provide. The greatest error many businesses make is purchasing a database containing the phone numbers of clients who have never contacted or known the company. Aside from the fact that it is unlawful, you also provide a negative picture of the company you represent, and this strategy is completely ineffective.
Believing that humour has no place in phone calls
Your agents will most likely spend the majority of their day on the phone during the prospecting campaign. And your prospects will occasionally make you feel as if the agents are bothering them. Agents shouldn’t be afraid to make their prospects smile from the beginning of the phone conversation; the atmosphere will be more relaxed, and your chances of continuing the call will be higher. Furthermore, agents should use the already existing client knowledge to lighten the mood or bounce ideas around on topics that interest them.
Maintaining the concentration on the phone script
The script is a really handy tool on which many contact centers rely. However, being concentrated and never taking a step back will show in your sales speech, and agents will lose credibility as the conversation keeps moving. Nothing sells better than being natural, once agents have mastered the basics, used their imagination, and set themselves free from the script.
Asking excessively detailed questions at the start of a conversation might make your interlocutor feel rushed, hurt your image (and that of your company), and push the client to say no. Your goal is certainly to persuade them to talk about their difficulties and pain areas but do it gradually and softly. All of these topics may then be thoroughly reviewed at the next phone call your agent will have with them.
Ignoring post-call care
A common mistake is failing to take note of and file the information obtained during agent conversations. As soon as the conversation is complete, agents must utilize your telephony platform and CRM to qualify your prospect. Your teams can then go on to the next contact without having to return to it. The information thus acquired will be very beneficial to supervisors for future prospecting and next sales cycles.
What are the possible solutions?
Making an effective cold call might be challenging, but it is not impossible. Here are some pointers to make this approach go much smoother for agents:
Define your target
The first step is to define your buyer. Consider who your clients are and which of the contacts you receive may be interested in your offer. After that, you must invest in your consumer. For example, if you want to call another firm, attempt to learn all you can about them: industry, profitability, rivals, how they may utilize your products or services… any knowledge, no matter how basic, might be valuable. This will demonstrate that you are familiar with them, making it simpler to persuade them.
Prepare your first sentence
Have you ever heard the term “elevator pitch”? It’s a two-minute opening speech designed to persuade an investor. Not only does it function in elevators, but it also works great for cold calls in contact centers.
Remember that you are not the only one on the planet who is pressed for time. Your consumers aren’t sitting in a chair waiting for you to contact them. As a result, you must synthesize all of the facts that may be of interest to them as fast as possible. Before you call, prepare your pitch. Consider what you should say first and what facts will persuade them. However, do not recite a formula as if you have learned it. Speak to them as if you already know them, and remember to smile; even if they don’t see you, they will sense it.
Preparing for various situations
When you make a cold call, it is quite probable that the customer will raise concerns, and you should be prepared to handle all of those arguments. Consider all of the reasons individuals may have offered for not purchasing your products and services and come up with a solution for each of them. Preparing for a cold call may help you feel more at ease and prevent unpleasant shocks.
As you can see, thorough preparation is essential for the success of a cold call. Also, keep in mind that “practice makes perfect.” With each call, your agents will improve.
Turning cold calls into smart calls
A smart call is one that is made between two persons who have previously made at least one first contact.
Before phoning a prospect, the aim is to get to know him, know his buying habits, and the settings in which he works. This enables you to further tailor the message for agents to make an impression on the potential consumer.
It also reduces resistance from prospects, increasing your chances of conversing with them and converting them into clients.
There are various advantages to having a shared relationship with your prospect:
- Consistency: clever phoning enables you to create fresh leads on a consistent basis.
- High efficiency: for the number of efforts and resources spent on the phone campaign, you can contact a huge number of potential consumers.
- Targeted audience: You will only call high-quality prospects who provide strong business opportunities.
Integrated technologies for seamless customer experience
In a world where omnichannel customer engagement is paramount, a CCaaS solution can synchronize your entire orgnization, connecting your telephony solution to other cloud-based technologies.
The main advantage of synchronized communication over asynchronous communication is that it enables real-time interaction. Instant feedback and clarification are the positive outcomes of synchronized communication.
A wider choice of communication channels forces brands to be consistent. Consumers demand personalized and consistent experiences when communicating with online businesses across a variety of digital devices and platforms.
Creating a seamless and integrated customer experience has become the holy grail of communication in 2021. If customers are interacting with your business through a multitude of methods, it’s critical to provide a unified and personalized experience.
For example, a customer may start a conversation with your team via a message on Facebook. They will then expect a phone call to discuss the issue in more detail, without having to explain themselves again.
VoIP offers integration capabilities with CRM and other software, which also allows for faster response to customer inquiries for retention purposes. Data is easily accessible to employees across the company, allowing issues to be resolved much more quickly than if several different customer support tickets had to be filled out.
Implementing VoIP platforms also improves the workflow of teams. Some processes that may have required multiple steps in the past can now be completed with a single click.
Using VoIP technology allows teams to work smarter and faster. Because call center operators can quickly access information through the integrated CRM system, efficiency and productivity are greatly improved. Benefits to your team’s workflow can include, for example:
- The launch of predictive calls that reduce hold time;
- The ability for management to listen in on calls;
- Recording of calls so that important points are not forgotten;
- The freedom to put callers on hold temporarily.
With the advent of digital communication, is cold calling a thing of the past?
No, not at all. Calling random people from a list of prospects developed internally or obtained from a service provider is a common sales strategy. Having said that, your contact center is unlikely to have a pre-existing relationship with your caller. The objective is to contact the prospect or client directly and inform them about your product/service.
Some salesmen, indeed, can disrupt a caller’s day with a three-minute script and sell a product. However, in order to obtain a satisfying result, they will need to have a rapid and impressive dialogue.
And keep in mind that when he makes a cold call, the chances aren’t always in his favor. Cold calling is deemed intrusive in some situations and might anger the prospects. Because of the inability to meet established targets, this can lead to irritation on the part of the sales staff and rage on the part of the management.
And Yes, the simple phone call is still an important tool in the bag of every modern salesperson. However, the notion has evolved slightly. It has been upgraded and modified to meet the demands of today’s more connected clients.
To simplify this first sales strategy, a complete contact center solution will enable you to optimize each stage of the sales cycle and increase the efficiency of your sales reps with important features that have revolutionized the sales world.
A cold calling campaign, on the other hand, is often optimized by examining statistics such as average length, frequency, appointment scheduling rate, number of calls to qualify a lead, and so on.
This is why a cloud contact center solution like NobelBiz Omni+ allows you to gather and analyze all data on all outbound conversations, as well as provide you with a dashboard of in-depth analytics and a full perspective on your sales team’s performance. With incredibly effective performance indications, you can thereby improve the activity of a specific telemarketer or your worldwide sales plans.