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Let\u2019s be honest up front. Cold calling is nobody\u2019s favorite part of sales. In fact, LinkedIn data reports that a healthy majority of sellers (63%) say it\u2019s the worst part of the job<\/a> \u2014 and it\u2019s not hard to see why. The same research indicates just 2% of cold calls result in a booked meeting, and other literature suggests that dismal figure might actually be on the optimistic side.<\/p>\n
Sitting down to cold call means spending hours on the phone, with few connections, fewer conversations, and almost no conversions. And yet, despite cold calling\u2019s diminishing reputation as a viable sales strategy \u2014 or perhaps because of it \u2014 it continues to produce results. HubSpot research indicates that more than a third of sales reps (37%) produce the most leads from cold calls<\/a>, and data from the RAIN Group<\/a> finds that most C-level buyers (57%) prefer to be contacted by phone.<\/p>\n
No matter where you source your statistics on cold calling success rates, reps are looking at a mountain of rejection whenever they step up to the phones. Anyone can dial, but the difference between sustainable, long-term success and burnout is largely about mindset \u2014 which is why getting demoralized is one of the biggest cold calling mistakes reps make<\/a>.<\/p>\n
When reps can embrace the numbers game and see rejection as an essential step to reaching their next win, they\u2019ll be much more resilient. Marc Wayshak<\/a>, founder of cold calling training firm Sales Insights Lab<\/a>, agrees: \u201cBuilding resilience to handle discomfort is vital when mastering cold calling. While many salespeople initially find making cold calls extremely intimidating, the more you expose yourself to cold calling, the easier it becomes.\u201d<\/p>\n
Personalization and research will undeniably improve cold calling conversion rates for your reps, but there are diminishing returns that your cold calling sales training should take into account. Most prospects will never answer the phone, so if a rep spends nearly 30 minutes researching and can only make two cold calls per hour, it will take weeks or months to book a meeting.<\/p>\n
I recommend teaching reps how to conduct quick, effective research that gives them an edge without sacrificing efficiency. My main source of information has always been LinkedIn Sales Navigator<\/a> \u2014 within 2-3 minutes, you can look at a prospect\u2019s position and work history and spot any mutual connections that might be contextually relevant to your conversation, setting you up for a warmer cold call with minimal time invested. This step also lets you confirm your data is still accurate, and it\u2019s saved me from embarrassment countless times.<\/p>\n
There\u2019s no getting around the fact that role-playing is awkward. Know what else is awkward? Calling strangers to sell them something. Reps who can embrace the discomfort of enthusiastic, improvisational role play are going to be more successful cold callers who can riff with prospects, redirect conversations, and even handle rejection gracefully to preserve the possibility of future wins.<\/p>\n
Remember that role play isn\u2019t only for the participants, and spectators can also benefit from watching an interaction play out. However, because role play can be uncomfortable at first, I like to incorporate it into cold calling sales training by having reps perform it in pairs before getting the team together and putting participants on the spot.<\/p>\n
Scripts should never be set in stone, and building flexibility into your scripts could be a groundbreaking move.<\/p>\n
According to Dan Tyre<\/a>, former HubSpot sales executive and now founder and CEO at Tyre Angel, \u201cScripts are out, and playbooks \u2014 a series of effective questions to control the situation \u2014 are the new and more effective approach. Every connected call is different, and the SDR needs to be nimble and responsive to the situation while still following an outline to get important information.\u201d<\/p>\n
As Tyre mentions, questions<\/em> are the key: \u201cIf you start talking about your product or service, you\u2019re cooked.\u201d Not sure what questions to ask? Here are a variety of proven call scripts<\/a> for your cold calling training. Take pieces of each of these and incorporate them into your playbook.<\/p>\n
Cold calling requires a lot of soft skills, and while they\u2019re more difficult to measure, improving them can make a huge difference.<\/strong> Research from Sales Insights Lab, for example, found that top performers ask 39% more questions<\/a> in discovery conversations and spend just half the time discussing product features.<\/p>\n
Remember, it\u2019s about them and not you.<\/p>\n
Dialing numbers sounds simple, but tools like your CRM and autodialer will add a lot of complexity in addition to the functionality they bring to your cold calling campaigns. Teach your reps to use these technologies effectively, identifying shortcuts and best practices that can save time and increase efficiency. Even saving a few seconds here and there will reap dividends when your team is dialing thousands and thousands of times.<\/p>\n
Besides the know-how to execute calls and record notes, reps should be able to pull basic reports at any time and track their progress. Focus on appointments booked rather than call volume. As Tyre explains, \u201cIf the conversations aren\u2019t effective, why would anyone want you to do more of them?\u201d<\/p>\n
When reps are focused on quality over quantity, they\u2019ll do better qualification up front and only reach out to prospects whose pain points make them a good fit for your product.<\/p>\n