Business to business cold calling can be daunting. What if the professional on the other end of the phone hangs up? What if they’re feeling bothered? What if they never accept your call? There are always a few things you can do to increase your chances of landing the deal and/or establishing a relationship with a potential customer. Here are five tips for better business to business cold calling.
Time your call right.
The number one thing you can do to increase the chance of your call being picked up is to call at the right time. Never, ever plan to cold call on a Friday afternoon and avoid calling anyone first thing in the morning as they’re catching up on emails. A good rule of thumb for B2B cold calling is stay off the phone on Mondays as much as possible. Most people are busy Monday following the weekend and won’t have time to be bothered.
Ring the correct person.
It’s easier said than done, but half the battle of business to business cold calling is doing your homework! Don’t blindly pick up the phone and dial the company’s 800-number. Use the internet for tools like BizShark.com or any tools your business has to find out who you should be talking to: a buyer, a manager, even the CFO. Do everything you can to get a specific person’s contact info rather than trusting a receptionist to route you to the right place. This kind of preparation shows a potential client you care about the details.
Don’t just spout your “pitch.”
Of course you need a sales pitch…just make sure it’s not canned. The best thing you can do if you actually get a fellow professional on the line is to ask questions. Listening as much as possible will teach you everything you need to know about how to “sell” your product or service to the business. All your customers use your business in different ways – find out how to position your business so your contact will see the value.
Find a connection.
Business leaders expect a superior level of service compared to the typical consumer. By far and away, the easiest way to get past, “Not now, I’m busy” is to have a connection to tie you to the potential customer right off the bat. Mention a business associate you have in common or the fact that you went to the same college (use LinkedIn!) Anything you can do to lend yourself credibility and separate yourself from the average cold-call will get your foot in the door.
Set a follow up.
Whether you stumble through a phone conversation or strike up an hour-long chat, setting up a follow up is crucial. While business to business cold calling, do your best to get the connection to commit to a meeting in-person, another phone call, and to give you another form of contact (like an email address.) A good cold call means nothing if the lead stays lukewarm. Keep progressing with that particular contact or move them into bi-annual touch-base mode!
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