“Here’s your cold calling script—get fired up! Start ‘Dialing for Dollars.’ I want to hear enthusiasm!”
Ever notice how the people who tell you that this is the way to go about cold calling are almost never the people who actually have to do it?
Following a cold calling script to the letter plus injecting blatantly fake enthusiasm are two common things that broadcast the unmistakable message of “Here Comes A Sales Person.”
Prospecting is both art and science. The science part is derived from having a consistent process. This includes knowing several typical reasons why people do business with you. A script is an outline. Know it, have the facts ready, use the process—but don’t rattle it off like a recording.
I’ve discussed how enthusiasm is your enemy in previous articles. Exclaiming the meaningless and overdone “How are you today?!” instantly informs the person on the other end of the line that This Is A Cold Call. A much better way of prospecting is to follow a process, and be yourself. People react to genuineness with authenticity. This is the art part of natural cold calling.
How do you feel when a poorly-trained salesperson enthusiastically tries to shove a solution down your throat? Have they even considered whether this solution is right for you? Your first objective in cold calling is to find out whether your solution is even potentially a suitable fit for this prospect. The art in prospecting is to keep being natural. Being a little unsure, sounding like you, will result in prospects reaching out a bit more, wanting to learn more. You want your cold call to sound like a normal conversation, which is the goal–not a sales pitch.
Let me give you some instruction about what to expect as a result of your calls. First, you cannot control what happens on the other end of the line. Whether they talk to you or not, whether they’re having a bad day or not, if they are truly a potential fit or not, all these things are not up to you. Nothing you can do will change the result.
What you can control is whether you pick up the phone and call.
You can also control how the call sounds, and the manner in which it is carried out.
Some days you’ll make the calls, and everyone will pick up and speak with you. Other days, while you put in the effort, it’ll be a pack of voicemails. You can’t control that. So don’t get stressed out about it. Keep putting in the effort, day in and day out. That you can control.