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Standing Out on Cold Calls is a Key to Building a Healthy Pipeline

Since majority of successful new business opportunities begin with some form of a cold outreach it is critical that you learn to differentiate yourself on cold calls.

In a perfect world, your phone would be ringing off the hook with new customers who want to buy what you have to sell. The reality is that if you want to increase business, you need to go after the business, and cold calling is an effective sales tactic if it’s done properly.

It’s Not About You

Done well, cold calling can work. Done poorly with the wrong approach, can be a waste of time, money and energy. To differentiate yourself on cold calls start by changing your language.

An effective cold call is about having an initial conversation to see if there is a fit. It’s about setting an appointment. It’s not about pushing your products or your company.

Starting any cold call talking about yourself, your products or how you can help will never capture someone’s attention and advance the conversation.

Most salespeople start their cold calls with “My name is….I’m with…. we specialize in and we can help you with…”!

With so much to accomplish in so little time, the first words out of your mouth are critical. If you only have a few seconds to grab a person’s attention and make an impression, why waste time with a lame opening about you and your company? Borrr-ing!

The call is over before it even starts. You’ll never have them at hello and you’ll never differentiate.

New Opening Statements

An easy way to differentiate yourself on cold calls is to stop using the same old tired, weak and overused opening statements that instantly send a signal to the caller that you haven’t revamped your approach in a decade, such as:

“Could I have a few minutes of your time?”

“Is this a good time to talk?

“How are you doing today?”

“Can I speak to the person in charge of…?”

“I was wondering if you would be interested in …?”

These statements force the person you’re calling to pull the trigger on one of their standard responses, “Thanks but no thanks, we’re happy with who we’re using or we’re not interested.”

If you want to prospects to engage on cold calls you need to do stop saying things that trigger objections and make them want to say good-bye.

Differentiate Yourself With Relevant Messages

There are many sales trainers that teach salespeople to go into an immediate sales pitch, give a commercial on their company, and talk about all the great benefits their company offers.

Wrong! Customers only connect and engage when they feel that you understand their issues and problems before you start talking about your solutions.

Never push your solutions until you fully understand their problems. Therefore, you’ll differentiate yourself on cold calls when your message is relevant to your prospect and focused on getting to know then better before offering any solutions.

Ditch the pitch and step into their shoes.

Don’t Assume a “Warm” Call is “Warm”

If you don’t know someone and they don’t know you, it’s a cold call. Regardless of how that call begins, it’s icy and it’s up to you to warm it up.

Even if you’re calling a referral and they’re expecting your call, it’s still ice cold and must be treated with precision. Inbound calls to your company inquiring about your services is also a cold call.

Many salespeople make the fatal mistake of assuming that warm inbound and referral prospects are ready to buy. So, they begin pitching rather than focusing on their prospect.  It’s no wonder that so many of these “warm” calls go nowhere.

You’ll differentiate yourself on these cold calls when you slow down, ask questions, and get to know the prospect. It’s all about asking questions and listening.

Differentiate Yourself at Hello

Making a connection and differentiating yourself on cold calls remains a crucial skill, whether you’re a salesperson, business owner, job seeker or fund raiser.

Your potential customers are waiting to be engaged with genuine communication, a fresh approach and a cold call that is different from everyone else!


Need help developing your next cold calling campaign? Download our free guide Seven Steps to Building Effective Prospecting Sequences

About the author

Liz Wendling

Liz Wendling

Liz Wendling is the president of Insight Business Consultants, a nationally recognized business consultant,…

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