Cold calling gets a bad rap for allegedly being a waste of time. While it is true that no one enjoys being called out of the blue by a complete stranger, if cold calling is approached with the proper strategy, it will generate revenue. Here are seven steps to achieve the perfect cold call and your MSP sales team might actually look forward to reaching out to unfamiliar prospects:
1. Keep the Goal in Mind
The primary focus of every cold call should be setting an appointment. Steer all statements, questions and other utterances in this direction. If the client digresses, it is acceptable to engage in small talk. However, the sales representative should find a way to relate the discussion back to the aim of setting an appointment.
2. Craft a Script
The words that come out of your sales reps’ mouths are just as important as the people they call. Nearly, every successful sales professional works from a script. Start the script out with a paragraph of three or four sentences. This is the introduction in which the sales rep states his or her identity, what the company provides and his or her role in providing those services.
The best scripts get to the objective fairly early. As noted above, the ultimate goal of a cold call is to set an appointment. This end goal is more important than educating the prospect about the merits of your offerings. Your MSP sales team should strive to win the opportunity to subsequently sell the merits of the services during an appointment.
3. Accept the Fact That Objections Will Occur
Customers will inevitably raise objections during cold calls. Accept this as the nature of the business and move on without taking it personally. Practicing responses to such objections will eventually help your team reach the point where they automatically recite a response and move the conversation back toward establishing the appointment.
4. Manage Objections
The script should be executed in a convincing manner that does not sound like a blatant read. If delivered with enthusiasm, the introduction will nab the prospect’s interest and set the stage for a transition to the scheduling of an appointment. However, most prospects raise one or several objections. These hurdles won’t be a problem if your sales team anticipates them. A well-prepared sales team will know exactly how to respond and move the conversation back toward the scheduling of the appointment. If the prospect objects three times, it is a sign there is little or no interest and the sales rep should move on to the next prospect.
5. Do Your Homework
It does not make sense to pick up the phone and call anyone in the phone book. Do your research, find out which prospects have a profile similar to your target persona and zero in on obtaining their business.
6. Attitude Matters
Oftentimes, it is the manner in which words are said rather than the meaning of the words that matters most. If your sales team does not have a positive attitude, they will not prove persuasive. Your team should be confident in themselves, as well as the company’s offering. Be positive, uplift the target prospect and communicate the value of your offering.
7. Leave Messages
Do not shy away from leaving a message. There is nothing wrong with executing your script in a brief voicemail message. Instead of requesting a time for an appointment, state you will call back on a specific day and time or that you would appreciate it if he or she called you back.
The Perfect Cold Call is Within Reach
Provide your MSP sales team with the proper guidance, and their cold call attempts will prove that much more productive. As long as your team employs the proper approach, cold calling will serve as a cost-effective use of time. Print out this piece, pass it out to your sales crew, and it won’t be long until you meet your quotas.