Lucas (Our BDM) Provides Advice and Talks About Cold Calling

There is a negative image of cold calling, usually  projected by people with experience from “clucking” call centres. The reason I have not called them “sales people” is because they are not sales people. With the labour turnover of 150% a year these “call factories” grind through literally anyone with proficiency in English.

I have experienced different styles of cold calling, hated some of them (2-3 minutes dialler powered mass calling, 100+ a day), but after growing rhino’s skin I started developing my own pitch, and squeezing my personality and some fun into the script. Despite leaving the call centre job I have always kept this experience in high regard (and people who were happy in this line of work even higher), as it has provided a great base for developing my own style.

Some would probably argue that we all pick up bits and pieces listening to others’ sales pitch,  as well as invent our own style as we go. It is true, but in my opinion what is most important in cold calling is that the call has to be relevant. It has to be relevant for the client, it has to be relevant for the caller. This can be achieved by research and learning. Without understanding how is the call relevant to the potential client the call becomes an unpleasant experience, affecting both parties. It might be a desperate “thousand shots”  speed conversation, when the sales person fires all benefits and features hoping something will stick. There is a jargon expression for this – “A feature puke” and is really a monologue, not a conversation. And we all have been there – you are trying to get something out of the person on the other side, while you both quietly pray for someone or something to accidentally end this unfortunate conversation.

In order to avoid this, I have always made sure to maintain certain key points in a cold call:
1. Research
2. Relevance
3. Being concise
4. Being original
5. Timing
6. Avoid Neanderthal pauses e.g. “eeeh” “yyy” “aaa” “uuummm” when delivering the message.
7. Closing the call
8. Follow up.

I am sure there are people who can easily relate my experience to books, studies and research; young and pro-active generations will dismiss it all as “thing of the past”, while Twitter and Facebook will do it all for them, but I am strongly convinced cold calling isn’t dead at all, I just think there are not that many people who do it right.

I wish all BD people good luck; to those who have not got the liberty of choosing their own calls and clients I say “Stay strong!” 🙂

Have a great day !

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