Cold calling doesn’t have to be scary. Here are six pro tips to help you feel more confident behind the phone.
One of the most common obstacles we hear when we talk about client outreach is the fear of cold calling. Even though cold calling can be challenging, it’s an important part of the sales outreach process. Client relationships cannot be built solely over email.
Here are six tips from student media pros to help you feel more confident over the phone.
Before you pick up the phone, you should always research the business or organization. You should know:
Pro tip: Mention a recent event, sale or community involvement of theirs. This shows that you are paying attention to what they are doing.
You should be able to clearly state in one sentence why you are calling the client and why it matters to them. It’s a best practice to not wing it and to have a script on hand. However, don’t feel the need to follow the script line for line. Make sure it’s personable and conversational.
For example, your purpose statement could be as simple as, “Can we set a time to meet next week to discuss how our audience can benefit your business?”.
Your purpose statement should have a specific ask and a clear path to a “yes”.
Be careful of calling during busy or inconvenient times, such as lunch or closing time.
It’s always a good idea to ask at the beginning of the call if it’s a good time for them to talk for five minutes.
After you introduce yourself, try saying, “Is now a good time for a quick five-minute conversation?”
The goal of a cold call is not to seal the deal right away. Talking about money and cost right way can come across as spammy and untrustworthy. This is your opportunity to set the tone of what it's like to work and communicate with you and your team.
The cold call should leave the client knowing what they will be getting by working with your organization. For example, this could look like:
The root cause is usually the fear of rejection. Some people may see cold calls as a way for the caller to get money, which can be seen as untrustworthy.
While you try your best to effectively communicate that your organization is invested in their success and you are not out solely for the cash, rejections are still possible. It’s best to be prepared with responses.
If a client says, “We don’t do advertisements", try saying, “Totally understand. Many of our first-time advertisers felt the same way, and they were surprised by the response from students.”
If a client says, “ I don’t have the budget”, try saying, “We have options starting as low as $XX, and we offer special discounts for local businesses.”
If a client says, “I’m too busy”, try saying, “Can I email you a one-pager with options and check back next week?”
Like almost everything in sales, following up is crucial to the cold calling process. After the call, follow up with an email summary of what you discussed and next steps. Make it clear when they should expect to hear from you next.
If the client did not answer the call, leave a voicemail with a quick summary of what you were calling about. Include your name, callback number, and when they should expect to hear from you again. The best practice is to call back and try again no more than one week later. You should also follow up via email as well.
If the client does not answer within two weeks, try to find a new contact at the business.
Now that you know the best practices that we recommend for cold calling, it’s time to practice. Take a look at your outreach list and try making a cold call using these tips.
For more support or questions, reach out to your account manager.
We’re here to help with whatever you need, from navigating our resource hub to unlocking more training and support for your student media organization. Reach out to us via email, or set up a 1:1 coaching session.
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