Whether you’re a legitimate and hard-working business looking to drum up some new business with cold calling, or someone hoping to close that all-important sale over the phone, there’s a lot to consider before you press that dial in this day and age.
People experience more scam calls and fraudsters than ever before. And to make sure your business doesn’t get tarnished with that brush, it’s important to stay positive, friendly, and focused on your ultimate goal.
If you’re a start-up company in Manchester, for example, all it takes is one or two bad calls before your business is plastered all over the internet and deemed a scam number. What next? The 0161 area code will be completely off limits in a matter of weeks.
To help separate your well-meaning business from scammers and potentially dangerous cold-callers, stick to these marketing do’s and don’ts.
Too much waffling on is only going to confuse the issue. Particularly if this is a cold call that they weren’t expecting. Stay polite and stay on point.
Dropping their name into the conversation or a small anecdote or experience in regard to their business or area they live in may help build a good rapport quickly.
Things like “do you want more clients” or “would you like to get a more cost-effective service” are always going to be a yes. Use it sparingly and it’ll help the momentum of the call.
It’s one thing to politely pursue a sale, but if it’s clearly going nowhere then you need to respect the wishes of the person you’ve called. If they’ve asked you to remove their details from your database then you’re legally obligated to as well.
Let the conversation breathe a little. You may have a script to stick to, but listen to what the person you’ve just called out of the blue has to say.
You wouldn’t be a salesperson if you didn’t change a few minds over the phone. So don’t be afraid to politely push forward with your sales pitch.
You’ll experience many angry people who may want to know why you’re calling them. No matter how rude they are, don’t mirror them.
Keep it honest. Lies are damaging to the business, and a few negative articles online can quickly damage your brand beyond repair.
Talking to someone like a child isn’t going to get you anywhere, and neither will calling someone love, darling, pet, babes, or anything other than their actual name.
Many salespeople try to use humour to build a rapport with the person they’ve called. Try to avoid this on cold calls, as you’re trying to appear trustworthy, not funny.
Felix is the founder of Society of Speed, an automotive journal covering the unique lifestyle of supercar owners. Alongside automotive journalism, Felix recently graduated from university with a finance degree and enjoys helping students and other young founders grow their projects.