Women's Tips

What does the term cold calls mean


The phone in the hands of a sales manager is an excellent tool that allows him to effectively promote the product. However, this task will be accomplished only if a specialist builds a productive dialogue with a potential buyer.

After all, most people do not like when they are called by phone and begin to impose something that they absolutely do not need. However, this method can hardly be called an empty pastime. Cold calls, as they are called, in the hands of qualified managers are not at all a trivial call. The main thing is to know their main features and follow the necessary recommendations.

What do we mean by cold calls?

Recently, sales of new appliances began to gain momentum. It is called "cold calls." What it is? The cold calling phrase from English has come to us. These are promotional calls or visits. Their main goal is to attract potential customers and buyers.

All conversations that are conducted on the phone, can be divided into two categories - warm and cold. The first of them are contact with the client who already has an idea about the company. Maybe he already bought the product offered by the company, or was interested in its services. Warm calls are a reminder of themselves, which helps to restore cooperation. In other words, with a similar form of product promotion, the operator already has information in advance about the buyer and what he can be interested in.

What, then, are the cold calls? When they are performed, the operator knows practically nothing about the client at the other end of the wire. Such communication is carried out according to the script prepared in advance. The manager calls the potential customers on his list, offering them the company's products.

Cold calls tend to have low productivity. However, sometimes they are the only way to talk with the head of the company.

According to statistics, only one customer out of a hundred agrees to the offer of the operator and purchases a specific product or orders a service.

Mastering the technique of cold calls

What in the hands of the manager will be an effective tool with which he can achieve the expansion of the customer base and increase their number? This is a well-established technique of cold calling on the phone. It is not so easy to interest a potential buyer in your product. No wonder this technique is called "cold calls." Moreover, they are called “cold” not because of the tone of the operator, but because of the attitude of the person who took the phone. Very often, sales staff are wary of this call. After all, often their unexpected offers receive rude and unpleasant answers.

Listeners show disinterest, indifference or distrust. All this clearly does not lead to an increase in sales of products. That is why marketers have developed a large number of different techniques that allow you to carry out cold calls as competently and efficiently as possible. And it is worth bearing in mind that there is no single recipe for any business here. Each industry has its own specific characteristics and features. They should be taken into account when applying a certain technique of sales by phone - “cold calls”.

What you need to get results?

A cold call manager should be prepared for a lot. After all, it is no wonder that applicants seek to get a job as an operator working with a ready-made customer base. These buyers know the organization well and are interested in its products or services. But if you didn’t succeed in taking such a place, then you need to understand that working with the use of cold call technology is suitable only for those people who have a sufficiently high stress tolerance. Such a character trait will easily survive the defeat and not fall into a depressed state, which will reduce the risk of psychological disorders.

So, what do you need to do to make sales with cold phone calls lead to the desired goal?

Keep confidence and calm

The manager should always remember that the client’s refusals, which are the result of the dialogue he has conducted, will take place all the time. The “cold call” sales technique implies the need to maintain confidence and peace of mind. The manager should keep in mind that periodically repeated failures should not be attributed to lesions. They are the inevitable outcome, especially in the initial stages of the work of a specialist. And even professionals with extensive experience often get rejected when making cold calls. The main thing with this is to adhere to the rule providing for the preservation of mental ease and balance.

Ideally, you can train with your colleagues or supervisor. They consist in an attempt to sell them a product and receive a refusal. This practice allows you to accurately describe the sensations that arose, understand for yourself which forms of answers affect the interlocutor most of all, and also learn how to make extraordinary decisions and ways out of the current situation, which ultimately will attract the client to your side.

Have complete product information

The manager needs to be well aware of the products that he offers to potential buyers. Unfortunately, operators are often not ready to answer even the most basic customer questions. But sales by phone (cold calls) imply free orientation in the company's products. That is why managers need to fully possess information about the benefits of the products or services offered, know their features, important information and history. All this is intended not just to interest the person who picked up the phone, but to solve his problem. Cold calls can become warmer, if the manager can with confidence and with ease describe all the attractive aspects of the product he offers. To do this, it is recommended to study the positive feedback from consumers. Such knowledge will repeatedly increase the trust of the client and set up a person in relation to the seller quite kindly.

Follow the tone of voice

The manager needs to remain calm in any situation. Before making cold calls, each operator undergoes preliminary training. Such training should not avoid voice training. Intonation during a conversation should be calm and friendly. Only in this case, they will be able to inspire confidence in a potential buyer. The best cold calls are certainly made with confidence in your voice.

In order to develop this quality in yourself, you will need to practice beforehand. To do this, for example, you can read your telephone conversation on a recording device. When listening to the text, you will need to make out the mistakes made in it in the form of parasitic words, prolonged pauses, inappropriate humor, uncertainty and improper construction of sentences. A novice manager can sometimes find it unpleasant to hear his conversation in a recording. However, this method will allow to detect weaknesses, and then work on them.

Cold calls are carried out with the use of the most varied intonation, which will allow you to attract clients. This can be achieved with a simple exercise. It involves the repetition of a passage of any text using different colors. The notes in the voice at the same time should express sadness and joy, condescension and discontent, conviction and perseverance. This exercise allows you to train well the skills of control over the voiced text.

Another method that allows to develop the necessary intonation is the selection of each word in the sentence, considering it to be the key. Such training will help get rid of haste in a conversation, will add confidence and conviction, and will also help to focus on the most important words in the future.

It is worth remembering that the majority of cold calls cause the same type of reactions to customers. Excuses at the same time are, as a rule, identical. They should be studied to reflect the correct phrases, which contain a certain keyword that allows you to smooth out sharp corners in a conversation.

So, the most frequent of the responses of customers met: "There is no time to talk on the phone." It will be correct if the manager asks the clarifying question: “Do not have time to talk on the phone now?” Such a keyword, most likely, will allow not only to prolong the dialogue with a potential client, but also to take it to a completely different level. For example, agree on a time call again.

Well if for carrying out cold calls the manager will train and the pace with which he will give a speech. The same phrase in such studies should be pronounced at different speeds. Thus, the operator will learn as quickly as possible to adapt to the mood of the client and his speech. Without this skill, cold calls are much more difficult to do.

The text of managers sometimes contains complex fragments. They specialist can easily hesitate. Such a pause is sometimes mistaken for uncertainty, confusion or incompetence. How to prevent this situation? To do this, complex fragments will need to read on a pre-prepared template.

The manager also needs to pronounce his text with a smile. When the tension of the facial muscles appear certain shades in the sound of speech. A smile will give goodwill to your voice, which will allow you to locate the client.

The operator, working with the use of cold call technology, must take breaks from work. This will allow the vocal cords to relax. You should also use only warm drinks, refusing to take cold. This is important for voice preservation.

Be prepared for stressful situations

Proper preparation of the manager involves the development of various options for reactions to his proposal. After all, conflicts and awkward moments occur quite often, especially among beginners. This may be ridiculing the company, tricky questions, elevated tone, etc. Such a reaction of a person on the other end of the wire is capable of knocking anyone out of a rut.

In order to avoid stress, you should consult with experienced colleagues. They will tell you how to work with objections and react to rudeness. A manager who does not know the answer to the question asked by the client cannot be told about it. In such a situation, you should leave for just a minute and consult with an experienced colleague.

Remember the main goal

The manager, working with the technology of cold calls, should be aware of the fact that the final result of his activity involves making an agreement with the client, familiarizing him with the products, inviting him to the presentation, meeting arrangement and much more. The operator should always clearly remember the goal set for him, going to it, without being distracted by the many questions of potential buyers.

Use of cold call technology

The manager, who takes the handset in his hands, needs to remember that during the dialogue the advantage should always be on his side. To do this, you need to know everything about cold calls and to perfect your professional skills. Each call is a new exit, a small battle for the result, because the interlocutor hears only the voice and, as a rule, has no desire and time to communicate. In order to arrive at the intended goal, it is necessary to study the conversation pattern developed for cold calls. It should be followed by every manager. It is a series of successive stages consisting of the following:

  1. Collection of information. At this stage, the operator needs to obtain as much information as possible about the interlocutor. This will allow you to learn about the problems of the client, his needs and behavioral patterns.
  2. Preparing a telephone conversation plan. After reviewing the information collected about the interlocutor, it should be carefully studied to understand in what form it would be better to offer the potential client products or services of the company. In this case a small plan should be drawn up. Before the start of the conversation, the prepared template must be spoken out loud. Of course, if the operator has the ability to improvise - that's fine. However, the cold call scheme at hand will not let you forget about important points that require special attention.
  3. Presentation and familiarity with the client. According to what scheme should the telephone conversation be conducted? Already at its beginning, after the greeting, you need to introduce yourself. At the same time, it is necessary to name your position and the name of the company in whose interests a cold call is made. If the firm is well-known, being heard, it will greatly facilitate the work of the manager. In this case, the client is unlikely to start expressing hostility, especially if he has already acquired the company's products. Well, if the call is made on behalf of the organization, whose reputation is already somewhat spoiled by its obsession, then its name should be somewhat reformulated. In this case, it is better to simply name the business of the company (for example, the sphere of investments or cosmetology), omitting its name.
  4. Additional collection of information about the potential client. In the technique of cold calls provides for the compilation of a portrait of the buyer in the process of dialogue. To do this, you will need to get additional information, find out whether these customers use the company's products or services, and if so, for how long and what kinds of them. All this manager finds out during the conversation, asking control questions. Such a tactic helps him to understand whether the call will end in a positive decision.
  5. Increased interest. Conducting a dialogue with the client, the manager does not need to try to sell a product or impose services. It is necessary to focus your efforts on heating the buyer's interest in the company's offers, as well as its products. Sales must be handled by other managers using special sales techniques. These specialists will later conduct specific negotiations with the client, contacting him through other services (email, skype, etc.).
  6. Work with objections. This moment in the activities of managers is considered key. After all, what is said in a categorical form “no” means that the conversation did not lead to the desired result. As a rule, the interlocutor really has no desire and time not only to conduct a dialogue, but also to grasp the essence of what has been said. How to respond during cold calls to objections? For this there are a large number of hints and templates. The main thing for a manager is not to overstep the line that separates perseverance from obsession. After all, the last customers absolutely do not like. Perhaps a potential buyer really does not have time to engage in dialogue due to employment. In this case, it will be possible to contact him periodically in the future, which will gradually allow turning cold calls to warmer ones.
  7. Respect for the client and his preferences. During a telephone conversation, the interlocutor must be aware that they treat him confidentially. In the manager’s voice, in no case should there be even the slightest pressure notes. The client can ask about personal tastes, about what he sees the positive aspects of the company, as well as in its proposed product. Interest in the interlocutor and trust in him will provide an excellent opportunity to get a favorable outcome of the dialogue.
  8. The duration of the conversation. All the information the manager needs to tell the client for a short period of time, in just 2-4 minutes. Such a duration is optimal. This time is enough to make an appointment during a cold call. For 2-4 minutes, the client briefly summarizes the essence of the proposal and he is invited to the office where he can get acquainted with the subject of the proposal in more depth.
  9. Repeat calls. Based on experience, one productive conversation is often not enough for successful sales. Customers need to be reminded periodically about the company's offer. After all, a person due to being busy may simply forget about a call, although he is interested in it. That is why you should periodically remind yourself. At the same time, bringing the communication to the end, you must be attentive to the client, keeping the line between polite courtesy and annoying obsession.

Call Center Contracts

The task to conduct cold calls can be transferred to the outsourcing. This solution has several advantages. Прежде всего, оказываемые услуги по холодным звонкам приносят большее количество положительных результатов. Ведь специалисты Call-центров обладают достаточным опытом в применении техники продаж, что позволяет намного легче достучаться до того должностного лица, которое принимает решение.

Услуги сторонней организации станут эффективными и в том случае, когда у заказчика уже имеется клиентская база, но она настолько большая, что весь процесс потребует значительного количества времени.

The disadvantage of this method of product promotion is in monetary costs, since such services are quite expensive.

Calls and sales

Conventionally, all attempts to sell something on the phone are divided into two categories: “cold” and “hot” calls. Hot calls are calling customers from their own database. These are people and organizations with whom you have ever worked, that is, contact is established, and you simply offer them new services and products or notify you about your promotions.

Cold calls are an attempt to find new customers. These are primary phone calls to those people and organizations that have never worked with you; you can introduce yourself and make your business proposal during a conversation.

Why are such calls called cold? This is not known to anyone exactly, but it can be assumed that the point is how a potential client reacts to the manager's call: usually the reaction is rather cold. Older customers treat calls more favorably, because if they have already used your services and are satisfied, you probably would not mind to continue cooperation.

Why are "cold" calls so cold perceived

First, if the organization works in a large city and has been around for several years, then there are quite a few such calls a day. Even if you offer something worthwhile, imagine how it is for a person to listen to various sentences several times a day!

Secondly, not so often managers who make cold calls actually offer something worthwhile. Often, companies have certain needs, but they usually try to solve as quickly as possible. What is the probability that the manager will make a “cold” call at the exact moment when the client has a need for his service or product? Of course, far from 100%.

Thirdly, it takes time for the manager to make his sales proposal. And if there are a lot of such calls a day, then imagine how much it takes to listen to someone’s proposal, and then politely refuse.

Effective cold calls

If you want your “cold” customer calls to be truly effective, you should stick to some strategy.

To make a competent call, conduct a preliminary training. Finding out the size and specifics of the business of the prospective client, you will understand a lot about whether he needs your product. And the awareness that you demonstrate in a short telephone conversation will break the ice that will be present before the person picks up the phone.

Do not make a goal to call as many customers as possible per working day. It is better to choose fewer companies, but those that really are your potential customers. This will give a much greater effect.

the main task

The purpose of such a service is not an immediate sale, because the client has never heard of your company. First you need to tell what you are producing or offering, then find out whether your products can be useful. The next step is to provide a detailed description of the services provided or to arrange a meeting with the company's employees.

Before you pick up the phone, it is necessary to examine a large amount of information regarding the specifics of the potential buyer’s business and to understand whether he needs the products offered. When you talk, your awareness will help to “break the ice” and make the dialogue warmer.

Most often, telephone sales are divided into two stages: first, the cold call manager finds out the need for the product, the next move is made by another specialist who performs the transaction itself. Such a system works quite effectively.

Informed means armed

If you plan to do cold calls, you need to know the following:

  1. Thoroughly examine the product that you are going to offer. This will add confidence, and you can safely answer questions.
  2. Most often, companies offer a ready-made base of potential buyers, so you just have to say out loud several times the name of the company and the name of the contact person in order to pronounce it without hesitation into the telephone receiver.
  3. Consider in advance a possible conversation scenario, prepare answers to various questions, including incorrect ones.
  4. Find on the Internet as much as possible information on the client to arrange it to yourself.
  5. The work should be started only in a good mood, without tension, then your voice will sound more soft and comfortable.

We work out an effective technique

  1. The main task is to simplify the beginning of the dialogue, for which it is necessary to come up with such phrases that the manager does not respond by refusing in the first seconds. No need to start a conversation with a description of your company.
  2. You should not hope that without an established dialogue, someone will like your proposal.
  3. It is necessary to call about, not related to the sale, otherwise in response you will hear either short beeps or obscene expressions. The dialogue is easier to establish with the person who is offered to get something free, for example, a test sample or a visit to the exhibition.
  4. Define a portrait of a person who needs your products, make up questions on which you can understand his needs. For example, if you sell cars, then you can ask: “Do you own a personal car?” If the answer is positive, then you have a potential buyer.
  5. To become a good manager of cold calls, you need to systematically make at least 300 calls per day. With each phone number, your professionalism is honed, experience and self-confidence is added.
  6. Always stay calm, confident.
  7. Do not be afraid of failures and learn to work with objections.
  8. Cultivate communication skills.

Finally, the main advice: never forget that the secretaries and managers who communicate by telephone, literally from the first seconds of the conversation, calculate your intentions and do not even let you say a few words. Therefore, you will have to come up with hundreds of scenarios of possible conversations in order to select the most effective ones.

Let the work of a cold call manager not to everyone's liking, but it brings good incomes and develops stress tolerance in a person.

How I did cold calls

I remember about 6 years ago, I was engaged in attracting clients to our translation agency through cold calls. I have been postponing the start of work for two weeks and have been looking for excuses for not calling anyone. It was just very scary.

But when the money began to run out completely, I still forced myself to pick up the phone and dial the first number from the list. To my great relief, they didn’t pick up the phone at the other end.

Then I dialed the second number, and they answered quite politely that the head of the foreign economic activity department had just left, and asked to call back in 15 minutes. I already thought that it was enough for the beginning, and you can go for a break. But still decided to clean the conscience to dial the third number.

It was a large industrial company in our city. And I knew for sure that they were already working with some translation agency. Therefore, I assumed that the conversation with them would not last long.

What was my surprise when the man on the other end listened to me and offered to meet in an hour to show current orders. On the same day we received from them the first order. And this company is still our regular customer. And the whole thing was in one single call.

Of course, I understand that I was lucky. It is far from always that clients so willingly agree to start working with you. But all the same, there are certain statistics - how many cold calls need to be made to receive one order.

How many cold calls do I need to get one order?

If you think that there is a magical scenario of a cold bell that, like a golden key, will open all the doors for you, you are mistaken. There is no such script and cannot be.

And yet there can be a seller who would make twenty calls and conclude twenty deals. You can't sell everything, no matter how hard you try, and no matter how great the conversation is.

Working with cold calls is statistics. Statistics of failures and agree with you to meet. You need to know your statistics, and just perform it every day. For example, in most cases you need to make about 20 calls in order to schedule 2-3 meetings.

Further from 3 meetings (according to statistics) you conclude one transaction. That is, you need to make twenty calls, and hear “no” nineteen times to close one deal. It is very important. Often sellers are trained to “press” everyone on the phone until they agree to meet with you. My experience is that this is a bad practice.

Why excessive perseverance is bad

If you are persistent enough, and you will find your answer to any “no”, then as a result, the person on the other end of the wire will nevertheless agree to meet with you. As a result, you will only lose your time.

In other words, after half an hour of the game “Objection - Answer”, your interlocutor will say, “Well, you persuaded me, let's meet next Monday, at two in the afternoon.” But he will say it only to get rid of you. Then you can not reach him (he will record your phone under the name "Do not take in any case").

And when you arrive at the meeting, you will not find anyone at the specified address. That is, you will be wasting a few hours, or even the whole day.

In fact, the goal of a cold call is not to “persuade” one and all, but to intelligently filter out those for whom you should waste time and for whom there is none. The entire conversation scheme, which you will find below, is precisely aimed at making this filtering as quick and comfortable as possible.

It was very important for me to clarify this before parsing the scheme. Your task is not to get one yes at all. Your task is to get nineteen reasonable no. After that, you make a deal and calmly move on to the next round.

And yes, by the way, all of the above applies to a conversation with the decision maker (Person Facing the Decision). But before talking with the decision maker, we will often have to talk with the so-called “Gatekeeper”. This is a secretary or an assistant or someone else who does not want you to distract the chef with your calls.

With the gatekeepers need to act a little differently. In the end, they can never give us a reasonable "no." So they just need to "push through."

The conversation with the "gatekeeper"

And so it happened. After a long postponement and the search for excuses, you finally decided to sit down at the phone and start calling the potential customers from your list. You sell antivirus for corporate computer networks. You pick up the phone, dial the number of the ACS (Automation of Control Systems) department, and after a series of beeps you hear:

  • Hello, my name is Dmitry. I am calling you from Peresvet about a new antivirus for your computer system. Tell me, who can I talk about?

And in return, you get:

  • Thank you, we are not interested. Goodbye.

This is one of the standard “gatekeeper” objections. And if you bought it "we are not interested," then it is in vain. Now I will reveal to you one secret. In fact, the secretary at the other end has no idea whether they are interested or not.

Just your call prevents her from working. If she misses you to her beloved chef Arkady Petrovich, the head of the ACS department, and you offer some sort of nonsense, she will get it in the head.

And if you offer not nonsense, but a super solution that will save the plant a million dollars a month, and its boss will be rewarded for it, then the secretary ... will not get any benefit.

All laurels will go to Arkady Petrovich, because he “found,” “suggested,” “introduced”. That is, the secretary will either get it on the head, or (at best) will not receive anything. So why risk it? The easiest way to go immediately to the best option and get "nothing." That is, just do not miss your call to the head.

But the secretary has his own problems and tasks, and we have our own. And the task number one is to break through the barrier of standard "objections-excuses."

Overcoming standard objections

Here are some standard objections that the gatekeeper can usually tell you:

  • We are not interested / need
  • And what exactly do you want to offer?
  • Reset by e-mail, we'll see and call you back
  • No (I will not connect you / he will not talk to you)

And this is how it is better to build a dialogue with such an interlocutor.

Secretary: And what did you want to offer (And for what specific question?) (On advertising?) (What are your services?), Etc.

You: We are installing a new anti-virus program for computer networks. Who can I talk about?

Secretary: We are not interested (we do not need it)

You: Understand. You know, approximately with every fourth client, our cooperation began the same way. That is why I would like to ask some clarifying questions to your specialist. Who can I talk about?

Secretary: Reset your e-mail offer. We will review and call you back.

YouA: We do not have a general commercial offer, there are a lot of options. I need to talk to your specialist, because we strive to offer only what people need, not all at once. Connect me, please.

Secretary: We are already doing well.

You: Wonderful. Among our clients, most companies are successfully developing. That is why they were useful to our services. All I would like is to talk about whether we can be useful for you. So who can I contact on this issue?

Secretary: No (I will not connect you, he will not talk to you).

You: If it’s so hard to talk to him, can I talk to someone else about this issue?

Two main points in the conversation pattern

You methodically work out all the "no" and forcing the gatekeeper, so that he still ventured to connect you with the person you need.

Pay attention to two important points in this conversation scheme. At the end of each response to the objection - ask to connect you to the decision maker. Usually, people can’t stand up when they are asked for something several times and give up.

The second point is an explanation of the reason why you need to be connected with someone. In the famous book “The Psychology of Influence”, Robert Chulldini describes an experiment when a person at first simply asked him to skip the queue. And in the second case I added “Pass me out of turn, because I really need". And in the second case, it was passed 3 times more often.

Of course, in our example, we got a very "hard nut". Usually the secretaries surrender after 1-2 objections. But there are even more solid. They just say no to you.

What to do if you still say "no"

If you can’t convince the gatekeeper to let you go further, you can try to make friends with him.

And to get acquainted with a stranger is not difficult. This is how a dialogue could look like after four to five no.

You: Ok, I understand you. By the way, my name is Dmitry, I am the sales department manager in our company. And how best to call you?

Secretary: Mary.

You: Mary, how does your position sound?

Secretary: Assistant Manager (Secretary / Assistant).

You: Mary, advise me, please. How should I do in this situation?

In such a simple way you have a person to yourself. You met him and asked him to help you. In this case, even the stony heart will melt, and Maria herself will tell you how and with whom you should contact.

And after that we proceed to talk with Him Himself - the Person Making the Decision.

Scheme of conversation with the decision maker

As mentioned above, the task of talking to the decision maker is to filter out those who are not worth wasting time now. To do this, we need to either get a reasonable "yes" or a reasonable "no." Both that and other result will quite suit us.

Our conversation with the decision maker will consist of four stages:

  1. Representation
  2. Question involvement
  3. Practicing objections
  4. Meeting appointment

After that, they either say no to us, and we calmly move on to the next contact. Either we are told “yes”, and we record the time and place of the meeting in the diary. And let's look at the options for a conversation using examples.

Stage # 1 - Presentation

Here we just need to give our name, our company name, and explain why we are calling. The person on the other end of the wire is primarily interested in who we are and what we need from him.

So do not try to cheat and deceive someone. As a result, fool yourself. For example, I am very annoyed by salespeople who call me on the pretext of conducting some kind of “survey”. I have little time, say right away what you need.

You: Hello, Arkady Petrovich (we learned the name from the secretary). My name is Dmitry, I am from the Peresvet company, and I am calling you about a new anti-virus program for corporate networks.

That's literally all. You immediately all right and honestly said. In this case, the interlocutor may not answer you. And we need a dialogue. not a monologue. Therefore, immediately proceed to the second stage.

Stage # 2 - Question-involvement-pause

At this stage we need to get a primary reaction to our proposal (most often the reaction will be negative).

You: Скажите, пожалуйста, вам было бы интересно повысить уровень защиты вашей компьютерной сети?

Задаем вопрос и замолкаем. Это очень важный и очень сложный момент. Большинство людей физически не могут себя заставить выдержать паузу. Потому что пауза — это давление. Своим молчанием мы буквально заставляем человека что-то нам ответить. This will be the beginning of engaging in a conversation.

We specifically formulate the question in such a way that it is “impossible” to answer it no. Of course, most often they will answer you exactly not. But at the same time your interlocutor himself will feel the whole strangeness of the situation.

He is offered to increase the level of protection, but he says “no” - I don’t want to increase anything, let our computers crack, data is stolen. We will lose clients because of this, and they will throw me out of my position, and I will end my life under the fence with a bottle of Triple Cologne in my hand. Everything is super, it suits me.

You: Tell me, please, would you be interested to increase the level of protection of your computer network?

Decision maker: No, thanks, we are not interested in it now.

Let him say out loud "no" (to give up everything is the first normal defensive reaction of a person). But subconsciously, he says yes. And this is much more important for us. And having received this “no”, which is actually “yes”, we move on to the next stage.

Stage # 3 - Closing an Objection

There is one simple phrase that allows you to bypass most of the objections. That is, it will encourage a person who at least theoretically might be interested in your proposal, agree with you to meet.

And if a person does not want to agree in any way, then this is not yet our client.

Decision maker: No, thank you, this is not what interests us now.

You: You know, Arkady Petrovich, other people working in your area, told me the same thing before I came and showed them how our program can simplify their work and reduce costs.

That's all, this simple phrase firstly reassures Arkady Petrovich - they say, there are other people with whom I have already met, and they are all alive and well. Secondly, it explains the benefits - simplifying work and reducing costs.

After this phrase, we no longer need to pause. It is necessary to immediately proceed to the final stage of the conversation.

Stage # 4 - Appointment

It is very important to propose a specific meeting time. So the other person is more likely to agree with us to meet. That is, either he will simply accept our terms or he will appoint his own. That's how it all sounds together.

You: You know, Arkady Petrovich, other people working in your area, told me the same thing before I came and showed them how our program can simplify their work and reduce costs.

Could we meet with you? Are you comfortable on Wednesday at two in the afternoon?

Decision maker: Let's better on Thursday, at one o'clock. I will have half an hour of time.

And if in this case the person is repeated - “No! We do not need anything "- then you can congratulate yourself. You have already received one reasonable refusal. It seems that they really do not need to improve at the moment. Another eighteen such failures and the deal is in your pocket.

Let's fix the whole scheme of talking on the phone with the decision maker again to fix it.

You: Hello, Arkady Petrovich (we learned the name from the secretary). My name is Dmitry, I am from Peresvet, and I am calling you about a new antivirus program for corporate networks (Stage # 1)

You: Tell me, please, would you be interested to increase the level of protection of your computer network? (Stage # 2 -Pause…)

Decision maker: No, thanks, we are not interested in it now.

You: You know, Arkady Petrovich, other people working in your field, told me the same thing before I came and showed them how our program can simplify their work and reduce costs (Stage # 3)

Could we meet with you? Are you comfortable on Wednesday at two in the afternoon? (Stage # 4)

Decision maker: Let's better on Thursday, at one o'clock. I will have half an hour of time.


We have examined how best to build a conversation with cold calls. I remind you that the gatekeeper must be pushed through, and from the decision maker to receive a "reasonable refusal" or "informed consent." The main thing is not to be confused.

Don't forget to download my book “Hitchhiker's Guide to a Million”. There I show you the fastest way from zero to the first million on the Internet (squeeze from personal experience for 10 years =)

Why does everyone hate cold calls ... and why is it good?

In recent years, there has been a boom in cold calls. And in this article I am going to explain why the cold ringing has stood the test of time. And also I will give you tips and share tricks that will increase your number of leads. Be careful, this article is huge and holds many secrets: tactics, strategies and myths about cold calls, you will understand what cold calls and sales really are. As well as an example of an ideal script and ways to get around the secretary.

And yes, I know. You hate cold calls. Everyone hates them. More precisely - everything except successfully using their sellers, who receive millions from them.

So, here's how things are with cold calls.

Sixth - balance between quality and quantity

Cold call is effective when you follow the best and proven practices:

  • YES: not to be afraid of failures, but to approach them creatively.
  • YES: practice, practice, and practice again.
  • YES: prepare open-ended questions and detailed answers to objections.
  • NOT: Call random people whom you can’t be helpful.
  • NOT: call without preparation (Stick script!).
  • NOT: self-agonize with tasks that can be solved automatically.

Now you are prepared and determined to think in the right direction, as well as to use the right tools and techniques. Now success is much closer.

Top Cold Call Books

  • Cold call techniques. What really works. Posted by: Stephen Shiffman
  • Call master How to explain, convince, sell by phone. Author: Evgeny Zhigiliy
  • Golden rules of sales: 75 techniques of successful cold calls, persuasive presentations and commercial offers that you cannot refuse. Author: Stephen Shiffman.
  • Sales scripts. Ready scripts for "cold" calls and personal meetings. Author: Dmitry Tkachenko
  • If the buyer says no. Work with objections. Author: Elena Samsonova

Cold calls are not a waste of time. Stop listening to the so-called "experts"

6 myths about cold calls that we debunked

  • The practice of cold calling is dead.
  • Cold calls are outdated.
  • Cold calls are a forced activity.
  • Cold calls are too unreliable.
  • Cold dialing leads to "robotization" of employees.
  • Cold dialing does not comply with the quality rules and is used by amateurs.

1 The “experts” and the so-called “gurus” stated that the cold calls had died. With such an influx of negative information (and even with your own unsuccessful experience), it is easy to doubt the operation of any technology. Leaders of emerging industries for years called for the rejection of cold calls. And many support them - from ordinary sellers to leading marketers.

And yet: They are not dead .

2 It is easier to say that this does not work than to learn how to do it right. If you tried a cold call once or twice, and all attempts were unsuccessful, it would be easy to join the technology haters. However, any sales skill requires a lot of effort to master. And cold sales are no exception.

3 Many sellers are forced into cold calls. There are many ways to lose interest in work. All that is required is one manager who requires you to “50 sales a day.” With this approach, anyone will lose their appetite for activity.

4 This is unreliable and distracts a potential client from business. Personally, I like the idea of ​​selling as people want to buy. And I am a big supporter of optimizing the sales process in this direction. However, we equally apply this concept in all areas. That is why we are afraid to “prevent” a potential client.

5 No one wants to be a robot. The script is a friend of a person who is engaged in cold calling. However, most never learned to use it properly. Speaking like a robot makes the lack of experience, and not necessarily the condition of technology. And in general, unnaturalness and playfulness is a sure recipe for disaster.

6 Fast food has taught us that quality and quantity are enemies. No one ever went to McDonald’s in anticipation of high-quality dishes. Everyone is waiting for a lot of food at a low price (although I would argue, no wonder they added many fancy items to the menu). So, people tend to consider cold calls as something of poor quality. However, this is nothing more than a habit and has nothing to do with reality.

5 cold calling strategies you should know about (research)

For many people, cold calling is associated with something complex and ineffective. Like, have to sweat. Without using proven strategies this is true.

In the end, you intrude into the life of a complete stranger and at the same time have only ten seconds to prove your worth.

You clearly realize that, most likely, after your words, the interlocutor hangs up, limiting himself to "No, thank you."

Below are five simple and effective call-call strategies that will soften your stress and turn cold calls into warm ones. So, here's how to increase your confidence and get more leads:

First smile

Next time, before picking up the phone and dialing the number, hold a smile on your face for at least twenty seconds. It doesn’t matter where you are in the conference hall or at your own table.

At first you may find it stupid. However, recent experiments have shown that a smile does not matter sincere or not - it still brings some benefit.

  • Reduces stress. A scientist from Kanza Research University found that smiling under a stressful situation can reduce the degree of negative reaction.
  • Reduces heart rate. Even just slightly elevated corners of the lips will be in this case effective.
  • Improves mutual understanding. A smile affects how we speak. For voice and intonation. And to the extent that a person on the other line can catch the expression on your face and even determine the type of smile. When exactly a person “hears” your smile is a matter of time. The whole secret is in mirror neurons that are able to catch minimal changes in intonation and tone of voice.

Additional benefit: your inner feelings are reflected on your face. However, this pattern acts in the opposite direction. So smile helps to improve mood.

Stand like Superman

Social psychologist Amy Cuddy's studies prove: body language matters. Even if the interlocutor - on the other line does not see you. Stand in a confident domineering posture (legs apart and hands on hips) for two minutes. Then a cold call is more likely to succeed. And that's why:

  • The body will increase testosterone levels (increases the degree of confidence).
  • Cortisol levels will decrease (this will reduce stress).

This rule holds even when you are at the desk. Sit up straight and do not slouch. This will help you feel in control and remove the disturbing feeling of nervousness.

Call a friend

This practice came straight from Matthew Bellows Yesware CEO:

“Take along a photo of a loved one who is extremely dear to you. Put it on your desk or make a screen saver on your computer. Next time, when you call the next potential client, imagine that now you’ll be talking not with the client, but with the person in the photo. ”

If you are not a supporter of photos on the table or are in a meeting room, just quickly view photos on social networks or in an album of your phone.

Why does it work: looking at a photo of a loved one, you not only become a little happier, but also reduce stress and calm yourself. It will make you less susceptible to failure.

First barrier

In any office, in any organization, the system is built in such a way as to initially screen out unwanted interlocutors with the help of various secretaries or blockers. And very often, before listening to the end of the information “about the advantages of the offer,” they hang up at the end of the line ... but with a properly constructed conversation, the chances of success are high.

Compare: if you send a proposal to the secretary's e-mail, then the letter is easily sent to the basket, and the e-mail address is blacklisted, and when we communicate with the decision maker (the decision maker), we immediately hit the target.

Second barrier

This is the psychological mood of the interlocutor, namely, his unwillingness to talk with a stranger (resistance to communication), who is trying to sell something (even useful and necessary) to the company. Here it is not the template construction of the dialogue that comes to the rescue and the ability to accurately detect the mood changes of the interlocutor by intonation.

Third barrier

Get over the fact that the interlocutor does not want to instantly order products. Unwillingness to make an order over the phone is also a barrier. But a competent manager knows that it is important not to sell the product right now, but to communicate, establish contact or make an appointment with a company representative.

As you can see, a cold call only at first glance seems simple. But it is not.

The main rules of success

By adhering to some rules, you can turn cold calls into an effective advertising tool.

  • Conversation scenario, possible questions need to think through in advance. Greeting, a small story about the company - are required. Order a selling script here.
  • The initiator of the call must be confident, calm and balanced.
  • Conflict, obsession, swearing - unacceptable things that put an end to a successful transaction.
  • Any client must be respected and listened to.
  • Magic words like: "discounts", "promotions" or "free" are excellent, but not always. Remember that the key to success of the call and sale - the correct identification of needs.

What can be sold with a cold ring?

Now a few words about what can be sold with the help of cold ringing. Unfortunately, not all. But there are several categories of goods and services that can be implemented using this method.

The first category includes products that are not a necessity, but still do not interfere. For example, software, furniture for employees, office lunch delivery and the like.

This is followed by goods and services that are not needed at the moment, since such a question is already closed (it is noteworthy that it is always possible to offer more favorable conditions for such products or services). For example, repair and maintenance of office equipment, a new proposal from the Internet service provider and so on.

Products that are constantly needed. And there are a lot of them, for example, office supplies, detergents and the like.

The latter category includes promotional offers. That is, services, or goods that can be purchased profitably, at a discount.

An experienced manager will be able to sell any product. Even one that does not fall into any of the above categories. A little imagination, knowledge of psychology, the ability to properly construct a conversation - these are the main assistant specialists.

When to make cold calls to customers?

Are you worried that the morning call will be ineffective, because in the morning everyone is busy (meetings, night meetings, etc.)? And you can not call at lunch, because the interlocutor can be hungry and angry? And in the afternoon he is tired, razomlevshiy from nourishing food? And in general, why call in the evening, because everyone is in such a hurry to go home ...

This approach is fundamentally wrong. So you can wait for days and weeks, and the matter will not move from a dead center. In fact, a call to a customer for the purpose of presenting services and goods will be appropriate at any time of the day. And the main thing in a conversation is how you talk to the other person.

Who entrust cold calls?

Cold calling may be performed by a staff member of the company. But with the wrong dialogue, the conversation will be doomed to failure. Do not trust telephone sales to amateurs - their uncertain voice, offering to buy something, will only scare the interlocutor and cause irritation.

Call Center Creative Call Project specializes in making cold calls. Order services on the site.