By @Scottbrit

5 Mistakes to Avoid to Cold Call Successfully

1. Call Unprepared

• It’s imperative to write a script and have it readily available prior to the call. This…– Serves as a guideline so that you convey your

message effectively– Lowers the anxiety from actually making the call

because you know what you’re going to say

Script Voicemails

• It’s always best to have a script not only for the call, but also the voicemail – 90% of the time VPs do not pick up the phone, so

its imperative to leave an effective voicemail.– Having a script will also compel you to actually

leave a voicemail. Too many people think “well I gave it a shot” just because they tried calling. Finish the job.

2. Try to Sell Right There

• The goal of a cold call should be to set a meeting, not to sell right there.– When cold calling , odds are that you’re

interrupting someone in the middle of something. They are not primed to be receptive to your offering in this state. You want to pitch when the target is ready to hear it.

Script You Can Use

“…. I know you’re probably in the middle of something right now, so why don’t we schedule a 10 minute call to go over this at a convenient time for you. Do you have your calendar open?”

Notice how I didn’t ask if they’d like to have a call. Instead I assume consent and ask if they have their calendar open. People hate confrontation and will consent to things they might not want to do if you just tell them what to do.

3. Fail to Engage The Target Early

• I always try to ask a question within the first 2 sentences of the call.– This makes it seem more like a conversation, than

another annoying sales guy spouting off their spiel.

Script You Can Use

“Hi X – Scott Britton from company Z here. I was hoping you might be able to help me out….

• People like to think of themselves as “helpers” which is why this question is such an effective one.

• Make sure intentionally pause after this statement so that they become engaged. I’ll often wait for them to respond.

• I try to avoid the phrase “Hi my name is” and instead say “Scott Britton from company Z here.” “Hi my name is” immediately signals that this is a cold call which could compel the target to stop paying attention.

4. Call Without A Name

• Calling a company and being asked to get connected to a department is a surefire way to sent to a voicemail that never gets checked– Use Linkedin or Jigsaw.com to make an educated

guess about who your target is.– If you can’t find the name of someone in a

particular department, call into sales. They’re so happy that someone is actually calling them that they’ll typically give away information pretty easily.

5. Assume You’re Talking to the Right Person

• There’s often a lack of transparency on exactly who is responsible for a particular initiative. – i.e. Their might be 30 people in the marketing

department on LinkedIn.• This is why even when I think I know who is

responsible for a particular initiative, I still like to confirm this when I get them on the phone.

Script You Can Use

• “Hi X – Scott Britton from company Z here. I was hoping you might be able to help me out….I’m try to get connected to the person who manages the website content for you guys because I noticed a [insert compelling problem that needs fixing]. Do you know who that’d be?

Even when I have the person on the phone who I know is responsible for what I’m focused on, I’ll make sure to confirm this with them.

Key Takeaways

• Mindset – The goal of the first call is set the meeting, not pitch them

• Before the call – Write out what you’re going to say and have it in front of you. Also write down the voicemail you plan on leaving

• Ask a question to engage them within first 2-3 sentences

Interested in More Cold Calling / Business Development Tactics?

• Check out my free Udemy course How to Get A Meeting with Any Company that includes– Strategies on how to find decision makers– How to write effective emails with example scripts– More cold calling tips and scripts– A primer on asking for introductions– Unique tricks to get your foot in the door