The new customer acquisition by cold calls has some rules, they are very important for your success and in our last 2 video-blogs we mentioned Rule Nr. 1: dial the decision maker in the right time and Rule Nr. 2: speak with the decision maker: quality versus quantity.
Our ReformBusiness International Sales Team provides weekly thousands of cold calls in the name of our customers worldwide. Target group: decision makers of small and middle-sized companies.
Let’s talk today about Rule Nr. 3 use the right words, sentences and the right tonalty to awake interest.
In case you contact the decision maker of your potential customer the first impression will be the most powerful.
It should be a pleasure to speak with a specialist for everyone, who can help you with his experiences and knowledge. The success rate of managers and specialist is …% higher than the success rate of simple call center agent or assistant.
That doesn’t mean, that a CEO or manager should carry out for cold calls, but the call center agent or assistant responsible for the cold calls should be well prepared, well trained, equipped with experiences and knowledge.
The Call Center Agent or assistant should introduce himself as an Account Manager to inform the potential customer about his responsibility, knowledge and experience.
Be polite and ask the decision maker, if we call at the right time and if he has 2 minutes now?
In 80% of cases he will automatically ask, what it will be about. The door is open.
Start with questions!
You are calling to awake interest, to speak about the potential current demand and not to help or to sell something. Not yet! Be patient. Don’t use the words I want… You should listen to the reaction of your potential customer, you should know what he needs and you should start to think together with him.
Build the trust of your potential customer by using his name in the right way. It will be the sign, you are focused on him, he is not only just one from the next 1000 contacted by you and you are really interested in his current demand and can support him to grow and develop his company.
You are not selling. Not yet! You are building trust and you try to awake his interest.
The power of name!
Back to the name of the decision maker. Ask for her or his name if your customer database didn’t include it. You are building a human relationship, you are communicating about the demand of your potential customer and not about what you want.
It’s not you who is important! Your focus is on the decision maker and his reactions. You contacted him because of his current demand and not because of you. Push down your ego. Be patient!
Use the right time for presenting your solution. Introduce the solution from the potential customer’s point of view. Not from yours!
Don’t speak long about your solution, use the question-answer-interaction. No longer as needed. You should feel! Use your emotional intelligence! Everything is about your potential customer, not about you.
Forbidden words? By cold call? Yes, and there are many. Don’t use the words as problem, don’t want to help. Forget the words I want…, May I ask?… Just ask and speak in natural tonality. Don’t forget: You are speaking with a decision maker, with an expert. Your communication should be polite and professional. Don’t push! Two professionals are speaking together and seeking the solution of common cooperation to support the growth and development.
The tonality should represent 2 waves. The first wave is the higher one; you proceed step by step through questions-answer-interaction to the catharsis, where the interest of decision maker achieves the top point. In this moment you pull your energy back and you give the decision maker the opportunity to ask you and analyze the advantages of your cooperation.
Don’t use the words like we are the best, we are the leaders, we are the biggest etc., these phrases are overused. Still be polite, humble but professional. Your tonality will show everything about you.
By the second wave you give the decision maker the last push and you use the call-to-action. What means: You show him in few sentences what should be the next step to use your solution by growth and development of his product or services. And you give him a question what decides about his decision.
What is this question?
How can you awake interest more effectively?
Do you need sales consulting to this topic?