TLDR: Cold calling is a lost art, below is a framework to leverage to build your pipeline
Step 1: Initial Contact
Start with honesty. Directly acknowledge that this call was not anticipated and request a brief moment to explain the purpose of your call, emphasizing the conversation will be brief.
“Hello ______, it’s _______ from ______ here. I realize you weren’t expecting my call today, but could I have just a minute of your time to explain why I reached out to you? Afterward, you can decide if it’s worth our time to continue talking.”
Step 2: Presenting the Issue
Center the conversation on the common issues faced by people in their position, avoiding any mention of yourself, your company, or its offerings. Aim to engage in a value driven dialogue.
“In my conversations with others in [their role] who are [insert relevance], they often express concern about a few recurring challenges:
- Issue 1
- Issue 2
Do these concerns resonate with you, or have I overlooked something?”
Step 3: Overcoming Objections
Approach every objection with a consistent strategy to remain unflustered. A preferred method is to use “actually, that’s why I called.”
For instance, addressing a lack of interest:
“Actually, that’s exactly why I reached out – many aren’t actively searching for solutions, but I thought you’d be interested in hearing how others in [persona] have achieved [positive business outcome].”
Step 4: Wrapping Up
A cold call should be concise, not exceeding five minutes. If there’s interest, proceed to conclude the call.
“Great [Name], I know this call was unexpected. Would you be open to exploring this further tomorrow afternoon or [Day] in the morning?”
Step 5: Pre-Meeting Qualification
Interestingly, it’s best to save detailed qualification questions until after securing a meeting.
“Just before we end the call, may I ask a couple of questions to ensure we maximize our time in tomorrow’s meeting?”
And if the conversation was positive but not a perfect match, suggest a referral..
“Understood, [Name]. It seems we’re not the ideal match right now. Given your experience at [Previous Company], might there be someone there who could benefit from this? Or perhaps you could introduce me to someone?”
