4 Keys to a Great Cold Calling Conversation
by Ari Galper, Founder, Unlock The Game  

When you plan to make a cold call, what are you thinking about? You’re probably planning to introduce yourself and then talk about your product or service. 

Well – that is, if the person on the other end of the phone lets you. 

And that’s the problem with old cold calling strategies, isn’t it? Your prospects know right away that you want to sell them something. And they’re usually just not very interested in talking with you about it. 

People put up shields when you primarily talk about your product or service. They sense you’re only interested in making a sale – not in what’s important to them. 

So it makes sense to move away from that old, tired cold calling approach. Focus instead on building a conversation with the other person.  You’ll become more personable, and your prospect will know you’re interested in their world. 

So lets take a look at 4 important keys to building a great cold calling conversation:

1. Create an Opportunity for Dialogue 

A really great conversation starter is, “Hi...maybe you can help me out for a second?”  When you ask people for help, it’s not a sales technique. You’re genuinely asking for assistance. You’re looking for input to some questions you’re going to be asking just a little later. 

You know, when you open your cold call with this question, people almost always respond by saying something like, “Sure, how can I help you?” That’s a normal human reaction. 

So now you can continue with your question. It may sound something like, “I’m just calling to see if you’re still grappling with revenue loss due to vendor overcharges?”

Now you’ve opened a dialogue. And even better, you’re focused on the other person’s world, not on your own. 

2.  Speak Naturally

Remember to talk in a very relaxed, casual tone. Most people get over-enthusiastic when they make a cold call. It sounds really artificial, and prospects identify you right away as someone who’s trying to sell them something. 

So speak in a natural, low-key tone. Just be yourself. That’s the way conversations work in our regular world. And it’s also the best way to have a conversation in the world of cold calling.  

3.  Stay Interested in the Conversation, Not the Sale

Here’s the hard part about building cold calling conversations: you can’t have a sales agenda, even if you think you’re pretty good at covering it up. 

If you’re still following the old traditional cold calling mindset, it’ll be nearly impossible for you to stay genuinely involved in the conversation process. Instead, you’ll always be thinking about how you can move things forward into a sale. 

And most prospects feel that. They sense your agenda, and they react with at least a little suspicion. Remember, the other person hasn’t met you. They don’t know you, and they don’t trust you yet. So it’s important for you to talk with them without trying to maneuver things into a sales outcome. 

4.  Focus on Their Problems

So if you’re not going to talk about your product or service, what do you talk about?

Well, you talk about the other person. You focus on their problems, and invite a discussion about whether or not your solution might solve one or more of them. 

Most people respond warmly and readily to conversations around their issues. It’s the best way build a trust-filled connection. 

It’s important to realize this isn’t just another sales technique. It’s a crucial step to creating an honest interaction in your cold calls. When your prospects realize that your goal isn’t to persuade them to buy your product, but rather to understand their world better, they’ll relax more. A productive, genuine conversation can emerge from that place. 

So think about the possibilities of building a conversation rather than making a cold calling sales pitch. You’re a real person, talking to real people. You’ll be talking with others rather than talking at them. Everything is less artificial. And others are more willing to welcome you into their day. 

Old "tried and true" cold calling and sales techniques that were once successful have completely lost their effectiveness over the years. That's why I developed a new sales mindset and cold calling approach that will quickly and automatically put you ahead of the game and instantly in a league above your competition.

Make less cold calls - and get better results

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"If your problem statement is relevant, your prospect will start to relax and enter into a further dialogue with you. But if they still feel that you're trying to sell them something, they'll raise an objection. "

"If your problem statement is relevant, your prospect will start to relax and enter into a further dialogue with you. But if they still feel that you're trying to sell them something, they'll raise an objection. "