Introduction

Popular as it is, cold calling faces much more challenges than other marketing forms. Studies have even pointed out that its rejection rate is always among the highest. Hence, you cannot just pick up your phone and dive head-first into the sales pitch; success will be impossible without some preparation. 

So, what is important for effective speech during a cold call, exactly? Below is our comprehensive overview for beginners.

Challenges That Cold Callers Have To Face

Cold callers have to face frequent rejections (Image source: Pexels). 

Rejection

As mentioned, the high likelihood of rejection is arguably one of the biggest challenges cold callers must face. 

Unsolicited calls are often frowned upon, requiring cold callers to stay resilient despite cold, sometimes downright rude answers. Not to mention, most people prefer to communicate through email or other non-phone channels in today’s digital age, and even refuse to answer to unknown numbers.

Gatekeepers

In a business-to-business (B2B) context, gatekeepers like receptionists or assistants are the ones who receive or screen the calls. Cold callers often struggle to connect to the real decision-makers of the company. 

Competition

The market is already saturated with similar products, so cold callers may find themselves competing against numerous other companies vying for the attention of the same prospects.

Negative Perception

Unfortunately, cold calling has suffered a rather negative reputation due to excessive telemarketing and spam calls. Establishing trust with potential customers becomes all the more challenging.

What Is Important For Effective Speech During A Cold Call?

Prior Research

Research skills serve as the backbone of every successful cold call speech. 

Armed with relevant insights into your prospect’s company, you can easily tailor your pitch to a specific pain point and grab their attention instantly. The customer will be more likely to listen to your offer when you clearly show your effort in understanding their current problems.

Here is a great way to pique their interest: 

"Mr. Jones, I read about your recent expansion into the healthcare IT market. I also noticed you're looking for solutions to streamline patient data management..."

We can guarantee that this cold call opener will instantly set the stage for a meaningful conversation. You can also cite industry statistics or positive results from similar clients to pre-empt concerns and keep the conversation flowing smoothly.

Utilize Social Media

Social media can be a game-changer for cold calls, offering numerous insights to help you build rapport and personalize your approach.

LinkedIn, for instance, is an extremely popular gateway. You can scan LinkedIn profiles to learn more about their career paths, interests, and recent achievements. 

As a result, all the greetings and talking points will feel more genuine and relevant. Better yet, social media like Facebook or Twitter can even reveal common interests you both have outside work or some unexpected shared connections. 

StringeeX is one of the industry’s pioneering solutions in this regard. As an advanced programmable contact center, StringeeX allows agents to monitor customer data across all platforms using one single interface. 

As all relevant data is stored in the same place without constant platform switching, you can access a better, clearer picture of the customers’ behavior patterns. Connecting with them through cold outreach can never get easier. 

On the other hand, remember not to let social media insights dictate the conversation; try to keep things authentic and natural. Plus, you should be mindful of the prospect’s online privacy and avoid overstepping your boundaries.

Prepare A Cold Calling Script

A script is necessary (Image source: Pexels). 

Nobody likes to fumble on their words during a cold call. The script serves as a safety net that keeps anxiety away, allowing you to start the conversation calmly and clearly. Making a strong first impression will no longer be a struggle, even for beginners.

Furthermore, it is easy to get sidetracked or forget your key points during an impromptu call. With a clear sample script on hand, you can stay more focused on the main objectives and cover all important information about the product.

Still, a script’s structure should not be rigid; remember to leave room for personalization, too. An excellent, well-adapted cold caller would adjust the script based on the conversation’s flow to demonstrate active listening and a genuine interest in the customer’s needs.

Choose The Right Timing

Timing is everything in cold calling. It can mean the difference between a productive conversation and a dead end.

From our experience, early mornings or late afternoons - when customers are likely swamped with work or traffic - may not be the most receptive times. Instead, consider aiming for middle mornings, before lunch breaks, or evenings to ensure they are settled and focused when talking to you.

Some extra tips to keep in mind: 

• Never call outside typical business hours or on weekends. Remember, your prospective customer has a life outside of work, and intruding on their personal time can backfire. 
• Avoid holidays, major events, or periods of industry-specific chaos. If you know (through prior research) that your prospect is dealing with a crisis, wait until things settle down to reach out.
• Are you calling clients in different time zones? Then, be mindful of the clock. The last thing you want is to wake them up in the middle of the night.

Prepare For Common Objections

A cold “No” can throw even the most confident agent off the track. But instead of dreading it, you should transform these objections from roadblocks into stepping stones toward success.

First, identify the most common rejections you will likely encounter. They might be "not interested," "too busy," "already have a solution," or price concerns. Again, prior research is important here; make sure you understand your target audience's typical hesitation and pain points.

During the call, do not wait for the objection to hit you; prepare well-constructed responses that address each objection effectively. And since objections rarely come alone, you should also brace yourself for possible follow-ups. We suggest using extra information and examples to reinforce the value proposition of the product or service.

Most importantly, confidence is key when handling objections. If you have the time, consider acting out common scenarios with colleagues or practicing your responses in front of a mirror. The more comfortable you are when addressing objections, the more self-assured you will be to handle them in real time.

Define A CTA (Call-To-Action)

In the whirlwind of information and objections, it is easy to forget the ultimate goal: moving your potential buyer towards a specific action. That's where a well-defined CTA comes in, acting as the compass to guide your conversation and ensure your prospect understands the next step on their journey with you.

Furthermore, a strong CTA creates a sense of urgency that encourages your prospect to take immediate action. Instead of seeing your cold call as a mere information session, they will be propelled to become actual customers. 

Tips to craft the perfect CTA:

• Don't just say, "Let's talk”. Be specific about the action you want them to take. For example, "Would you be open to scheduling a 15-minute demo next week?"
• Offer multiple options to make it easy and convenient, such as scheduling a call, visiting a website, downloading a brochure, etc.
• Sweeten the deal by highlighting the benefits they'll receive when taking the next step. An example: "Learn how to increase your sales by 20% in our free webinar."
• Conclude your call with a direct question that invites them to commit to the CTA, e.g., "Does that sound like something you'd be interested in?"

What To Do After Each Call

Review and Learn

Immediately after the call, jot down key information, including the prospect's name, company, pain points, objections, and your CTA offer. This fresh memory will be valuable when you decide on follow-ups and refine future approaches.

The note-taking feature of StringeeX proves valuable here. And that is not all; other sales reps can also access these public notes to learn from your mistakes (if any) when dealing with the same prospects in the future.

Now, it is time to reflect on your performance during the sales process:

• Did you stick to your cold call script and address objections effectively? 
• What could you have done differently? 

Be honest with yourself during the evaluation. You should also record your call outcomes and track the metrics over time (was it a positive interaction, a neutral response, or a hard rejection?). From there, you can identify patterns and measure the overall effectiveness of your cold-calling techniques.

Do not forget to seek feedback from colleagues or mentors. They can give you valuable insights from their own lessons to help you polish your skills. 

Follow Up

Follow up with the prospect as soon as possible (Image source: Pexels).

Follow up with the potential clients promptly, preferably within 24 hours while the call is still fresh in their minds. 

There is no need to keep sticking with traditional calls this time. You can consider their preferred communication method (email, LinkedIn message, Facebook, etc.) to adapt accordingly for a more natural approach.

If you don’t receive an immediate response, follow up once or twice.  However, avoid bombarding them with messages; respect their time and space, and let your value speak for itself.

Quick FAQs

What Is The 80-20 Rule In Cold Calling?

Do not just keep rambling; learn to listen. (Image source: Picryl). 

A salesperson should use 80% of the call for active listening. Only 20% should be spent on talking. 

Are 100 Cold Calls A Day A Lot?

Yes. The chances of meaningful conversations are pretty low, even if you are an experienced salesperson.

How Long Should A Cold Call Last?

It should last for at least 2.5 minutes (or 150 seconds).

Conclusion

What is important for effective speech during a cold call? A strong yet flexible script structure based on prior research (through market surveys and social media monitoring on StringeeX) secures at least 40% of your success. 

Remember to hone your communication skills, too, as they will become your best asset when persuading a reluctant and doubtful customer. Write to us if you need more crucial sales tips.