Mastering the Art of Cold Calling

It's easy to assume that traditional sales methods like cold calling have lost their relevance when digital marketing is the talk in town. Still, as Scott Coleman, an Inside Account Representative at Copy.AI, demonstrates, cold calling remains a powerful tool when executed with the right strategies and mindset.

Scott shares his integrated approach of using email and LinkedIn to build familiarity before cold calling. But cold calling isn't just about tactics and scripts. The right energy and mindset are just as crucial as tactics and scripts for cold calling success.

Sales professionals at all levels will gain actionable insights and inspiration from this article to master the art of modern cold calling.

The Integrated Approach to Cold Calling

Combine Calls with Email and LinkedIn Outreach

"You cannot talk about cold calling without talking about also having emails in your sequences and connecting on LinkedIn... just trying to create any amount of recognition leading up to your calls," Scott emphasizes. An integrated approach warms up prospects so they are more receptive on the phone.

The Importance of Pre-Call Research

Scott also stresses the importance of doing your homework before picking up the phone. "If it's purely cold folks that we know have never heard of us... you need to obviously research the company, but getting on their LinkedIn, see who they're connected to..." This pre-call research helps you personalize your approach and find common ground, increasing the likelihood of a productive conversation.

Crafting an Effective Cold Call Strategy

Speed and preparation must be balanced for successful cold calling. Spending 15 minutes researching each prospect is inefficient if it means only making 4 calls per hour with no answers. Move quickly with ready messaging, but avoid excessive research that bogs down individual calls.

Effectively adapt your cold calling approach for each type of prospect. "It doesn't often change in this role, but I've heard for other roles it does depend on who you're calling into... highly technical people are not going to want some kind of foo foo opening," Scott explains. Read prospects and adjust your style for more effective cold calls.

The Power of a Strong Opening

Scott shares one of his go-to opening lines: "Just to get ahead of it, this is a sales call, you can go ahead and hang up on me if you would like... But if not, I'll try to make it as interesting over two minutes as possible." This disarming approach often gets a laugh and opens the door to a more engaging conversation. Having a few strong opening lines in your toolkit can make a big difference.

Maintaining Energy and Motivation in Sales

Maintain a positive energy level to power through the challenges of cold calling. "You have to be very self-aware to know when you're not in the right mind space to have a good conversation with anybody," Scott advises. Recognize when breaks are needed to avoid burnout and maintain effectiveness.

Reset your energy when it starts to flag. Use go-to reset methods like walks, snacks, or brief disconnection to revive your mindset.

Still, it's important to bring genuine enthusiasm to each interaction. "You need to be able to talk about Copy.AI... talk about why you're excited about it and why they should be excited about it," Scott says. Convey authentic excitement on every call, even the 50th one, to turn a "no" into a "tell me more."

Navigating the Realities of Cold Calling

Cold calling is a numbers game. Make as many calls as you can fit in since cold calling is a numbers game. Make more calls to create more opportunities, while still being strategic and targeted.

"It is a tough game. Most people are not going to pick up the phone," Scott reminds us. And some people will be downright rude. Don't let rejection and rudeness derail you.

"Anybody's gonna be affected by a bunch of no's in a row or people who tell you to screw off," Scott says, but you have to find ways to push through and maintain your composure.

Balance preparation with the ability to think on your feet for cold calling success. Know your product and pitch thoroughly, but stay agile to handle unexpected questions or objections in the moment.

Conclusion

Mastering cold calling requires balancing speed and preparation, scripts and adaptability, and external strategies with the right internal mindset. Applying Scott Coleman's lessons allows sales professionals at all career stages to elevate their cold calling skills and success. Pick up the phone with confidence, remembering every "no" brings you closer to a "yes."

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