An Easy Guide to Effective Cold Calling
Are you feeling a bit stuck when it comes to sales? You have this great offering you want to share with the world, but you’re not sure how to get people to buy.
I want to share with you about a sales concept that most people aren’t utilizing enough, and that is the idea of cold calls. Believe it or not, cold calls are a technique that you can use to improve your sales.
Now “cold calls” often have a negative connotation, but they don’t need to have a bad rep, because you can learn to use them effectively!
And I’m going to show you how...
Step Outside Your Comfort Zone
I have made many “cold calls” as a door-to-door sales girl, but I also do this in my company today. When we think about cold calling, I want you to think about the fact that it's not just for selling. This strategy could be used to gain collaborations or network with someone who you really want to get to know!
Here’s an example...when I was running my podcast a few years ago, I was looking for guests to have on for interviews. One day I thought to myself, “You know what? I'm just going to go for it. What is the worst thing that could happen from sending an Instagram DM to people who I want to interview but don’t know?”
I mean, the “worst” that could happen is they say “no” or say nothing at all. And that’s not that big of a deal...so I went for it. There was somebody on Jenna Kutcher's team who I sent a cold DM message asking to interview her on my podcast. And what happened? She said yes! And she was a guest on my podcast! (I can’t even tell you how excited I was in this moment!)
I have also had other opportunities with colleagues and even gained sales simply because I've done the cold calling technique and reached out. Leading with authenticity and bravery is really, really important and will give you sales confidence as a result!
Here is an outline for a cold call whether it's for a collaboration or making a sale:
1. Keep the message short and direct.
Don’t give your entire spiel in your cold reach-out. Nobody wants to read a long message from someone they don’t know, and people won’t ever get to your call-to-action at the end if it’s too long. A long message that includes everything they need to know will set you up for failure.
Keep the message around five or six sentences long. This isn’t going to necessarily get you a “yes” right away, but it can open up the conversation and get you to the next stage. “Would you be interested in getting more information?” or “Would you be interested in setting up a phone call?” We're not asking them to sign-up or buy anything through a cold message. You're just getting them through the phases and building a like-know-trust factor.
2. Build Rapport
The first line is to build rapport.
“Hey, I noticed you love tacos! Where's your favorite place to order in Austin?”
Your next one or two sentences is a historical review. If you have a background with this person or a way that you've previously interacted, then expand on something you’ve learned from them and touch on your shared history.
“Hey, I've noticed that you've had a lot of interaction on my Instagram and have been asking questions about X, Y, and Z. It seems like based on what I can see in your profile, you are somebody who does [this] and that's exactly who I work with!”
3. Share About Who You Are And What You Do
The next few lines explain who you are and what you're about. Keep this to only one to two sentences. Share something that pertains to THEM. Don’t make it all about you. You want to show that you’ve done your research in this cold call and continue building rapport.
“I have a podcast and it really is specific to helping female creative entrepreneurs create systems and create sustainable sales. And I thought that you would be great because of X, Y, and Z.”
“So I'm a business coach, and I have an opening in my program! I specifically help service based businesses understand system and sales in order to double their revenue.”
“I'm a podcast host, and we feature women who do X, Y, and Z, and you seem like you would be the perfect fit for this!”
4. Include A Call To Action
The fourth step is your call-to-action and this question is one sentence. (I'm not even giving you the option of two). It should be one sentence, and the recipient should be able to get a “yes” or “no” response based on this question. Keep it simple.
“I wondered if you'd be interested in getting on a 30 minute virtual call to talk about your current pricing and restructuring that you're doing.”
“I wondered if you'd be interested in hearing my next steps for this collaboration and seeing if it would be a good fit for you in this quarter.”
“I'm wondering if you would be open to being a podcast guest.”
Your call-to-action should allow for one succinct question they can answer “yes” or “no” to.
5. Add A Power Punch
A power punch at the end is a great way to close! One way to add a power punch is to offer an additional “alternate yes” question at the end.
Let me break this down…
So you've given the call-to-action. You've asked for a virtual coffee, but then you can go a step further and say, “I have availability this Tuesday or next Thursday. Which works best for you?”
Adding this gives them more of a push and gives you a stronger close because you’re making it easier for them to say “yes.” They simply have to choose this or that.
Providing options moves people to action.
Another power move you can make is an insinuation of a follow-up. After the call-to-action you can say, “I know how quickly inboxes can fill up, so if I don't hear from you by the end of the week, I'll plan to reach out again on Monday. Can’t wait to chat!”
All of these tips are gold! I hope that you take them and you choose to build some collaborations, create connections, and grow your sales! Take the energy and excitement you have about your offering and get it out to more people!
In the meantime, be sure to grab my free resource called the Savvy Sales Guide here, and learn MORE ways to help you trade burnout for dollar signs and tackle sales with confidence. Apply my 5 key action steps that will make a HUGE income boost in your biz!