Table of Contents
- What Are Sales Prospecting Techniques and Why Cold Calling Matters
- Commandment 1: Information About Your Prospects You Shall Have
- Commandment 2: Prepared in Advance You Shall Be
- Commandment 3: Personalization You Shall Apply
- Commandment 4: Your Argument You Shall Adapt
- Commandment 5: Being Aggressive You Shall Avoid
- Commandment 6: Objections You Shall Handle
- Commandment 7: Listening You Shall Prioritize
- Commandment 8: Follow-up Calls You Shall Do
- Commandment 9: Scrap.io You Shall Use
- Commandment 10: Leverage Scrap.io for Effective Web Scraping
- Frequently Asked Questions
When we talk about sales prospecting techniques, cold calling often takes a backseat to cold emailing, which is associated with a lot of obstacles. It's time consuming, I will probably disturb them, what should I say? However, if this method is still used, it is because it works. Cold calling remains one of the most effective phone-based lead generation techniques when done correctly. But you still have to follow the ten commandments related to cold calling to ensure success in your sales prospecting efforts.
What Are Sales Prospecting Techniques and Why Cold Calling Matters
Sales prospecting techniques encompass various methods to identify and reach potential customers, with phone-based approaches being among the most direct and effective. Cold calling is the practice of contacting potential customers who have had no prior interaction with your business. Unlike warm leads, cold calling meaning you're reaching out to prospects without any existing relationship or expressed interest.
While many sales professionals find this challenging, mastering effective phone-based lead generation and cold calling techniques can dramatically improve your sales results. This comprehensive guide will walk you through proven sales prospecting strategies that actually work.
Commandment 1: Information About Your Prospects You Shall Have
If you are contacting a specific company, it's probably because you have a prospecting list already. In this list, you have the phone number obviously, but you also might have the industry sector, the company size, its revenue, and all other pertinent information to tailor your pitch.
Additionally, it is useful to have data regarding the level of commitment. Has your prospect already subtly shown interest in your field? Have they attended webinars, liked or commented on your posts, or participated in groups related to your topic? This information becomes crucial for personalizing your approach and implementing successful cold calling tips.
Pro tip: If you need to find contact information, learn how to find someone's phone number by name or discover how to extract email addresses from Google Maps to build comprehensive prospect profiles.
Commandment 2: Prepared in Advance You Shall Be
Lack of preparation in cold calling can be fatal. It's like showing up for a Saturday morning exam without having studied at all, unfocusing your hardest to get the quarter of a point on your MCQ. It never works.
There is, of course, preparation in terms of content, meaning preparing a cold call script, something to follow to the letter, or at least having a guiding thread. Also, thinking about objections - this way you will be many steps ahead of the person on the other side.
But there is also preparation in terms of form. Cold calling is a difficult exercise. It is perfectly normal to face major rejections. In this regard, it is important to set clear, quantified, and realistic goals to avoid being overly tense. These objectives can only be effectively set if your script has been prepared beforehand.
Need help with your script? Check out our guide on how to start a cold call script and learn how to introduce yourself in a cold call for maximum impact.
Commandment 3: Personalization You Shall Apply
To make the prospect feel concerned, you must be as specific as possible. This is the moment to make use of your prospecting file. Use the name of the contact person if available, but most importantly, before talking about your solution, before talking about your product, you need to delve into the prospect's problems.
It reminds me of this scene in Jerry Maguire - you know that one "Show me the money!" Yes, that one. It's because Tom Cruise listens to his client's issues all the way through that he managed to keep him.
Commandment 4: Your Argument You Shall Adapt
Once the prospect's needs are identified, you can present your argument. An example of the method is the Feature-Advantage-Benefit approach.
Okay, an example: This apartment has three bedrooms (feature), each child has their own room (advantage), your children won't drive you nuts (benefit).
Let's do one more: This is a pen (feature), I can write with it (advantage), I can therefore sign the contract I have in front of me (benefit).
Commandment 5: Being Aggressive You Shall Avoid
Show me the money! Not like that. I think the best example will be Valentin from our team. We made a video with Valentin where he did live cold calling. As you will see, Valentin is extremely calm. The phone call was in French, so we translated it for you.
The key is maintaining composure and avoiding any aggressive sales tactics that might push prospects away. If you're struggling with the psychological aspect of cold calling, learn how to enjoy cold calling more and discover how to make cold calling exciting rather than stressful.
Commandment 6: Objections You Shall Handle
The main advantage of cold calling is that once the prospect has answered the phone, they are obliged to speak with you. Therefore, you are more capable of handling objections, unlike cold emailing where if the prospect has an objection, they simply won't respond.
To handle an objection: listen actively, ask questions, and respond with empathy. To illustrate my point, let me tell you the story of the heating salesman.
This is the story of a heating salesman. Just as he was about to close a deal, the client said, "When I put my hand on the heater, it's burning hot." The salesman did not get defensive. Instead, he responded, "I understand your concern. Can you please tell me under what circumstances you placed your hand on the heater?"
The exchange continued a bit, and the salesman concluded with a smile, "In that case, it might be best not to put your hand on it." A somewhat lengthy process, but more effective than simply replying, "Well, don't put your hand on it, you idiot!"
Commandment 7: Listening You Shall Prioritize
The mistake to avoid at all costs is putting too much pressure on the sale in the first few minutes. It's like proposing marriage after the first drink. Instead, take the time to listen.
Do you know the metaphor of the orange? Yes, it is related to what we are discussing right now. Two people are fighting over an orange. In the end, they decide to cut it in half, and each walks away with their half. The problem is that the use they wanted to make of it was different. The first wanted the juice of the orange, while the second wanted the zest. They achieved a lose-lose situation.
Listening to the other person means identifying potential opportunities that wouldn't have been seen at first glance.
Commandment 8: Follow-up Calls You Shall Do
The goal of a cold call is not to sell - it is to set an appointment. This is why it is important to follow up with the prospects in case of failure. The follow-up also applies from one prospect to another.
Actually, this is why preparing a script is mandatory. It is not set in stone; it is constantly evolving. With each call, you can identify what works and what doesn't work. We can make it more and more effective.
Remember: Once you've warmed up a prospect through initial contact, your follow-up approach should change. Learn how to start a warm sales call to maximize your conversion rates on subsequent conversations.
Commandment 9: Scrap.io You Shall Use
The best starting point of a cold calling campaign is your prospecting file, and a good prospecting file is like money at work - it is paramount. The more detailed your file is, the better your campaign will be because your calls will be more targeted, will be more specific, will be more personalized.
So if you want to contact small and medium-sized companies - companies you can find on a daily basis - the best platform to get all your data is on Google Maps. On Google Maps, you can get a comprehensive set of data, including phone numbers, no matter what country you are living in. But still, collecting the data is not an easy process, and that is the reason why, to allow everyone to get their file within a few clicks, we have created Scrap.io.
Good to know: Many people wonder if it's allowed to scrape Google Maps - the answer is yes, when done correctly and in compliance with regulations. Scrap.io operates within legal boundaries to help you build legitimate prospect databases.
Commandment 10: Leverage Scrap.io for Effective Web Scraping
Scrap.io is the ultimate weapon of web scraping on Google Maps. If you click the link and create your account, you will get your first 100 leads free of charge.
Once it is done, you can make your requests, meaning you can pick up a category - one category among the 4,000 different categories listed on Google Maps - and you associate it with a location. But the problem is, if I search for restaurants in New York, you will see that there are too many restaurants.
Fortunately, I can filter my data out. For example, I can target only restaurants with a website, or better, with ad pixels on the website. Moreover, maybe with a rating below three out of five. Each time you set up a filter, you will get the number of results written here, and once you've got something that suits your need, you can simply export your database.
On your exports tab, you will see all the exports you have done so far on Scrap.io. Once your database is completed, you can export it in a CSV or Excel file. And here is what a Scrap.io file looks like - as you can see, you can get up to 70 different columns.
So if you want to try out Scrap.io for free, the link remains in the description. Show me the money! There is nothing else to see.
Conclusion: Mastering Sales Prospecting Techniques Through Cold Calling
These ten commandments form the foundation of effective sales prospecting techniques and successful phone-based lead generation campaigns. Remember, cold calling is not about immediate sales - it's about building relationships, understanding prospect needs, and setting the stage for meaningful business conversations.
By following these cold calling strategies and leveraging tools like Scrap.io for comprehensive prospect research, you can transform your sales prospecting from a dreaded task into a powerful revenue-generating activity. Whether you're in B2B sales, real estate, or any other industry, these phone prospecting techniques will help you achieve better results.
The key is preparation, personalization, and persistence. Master these elements, and you'll find that sales prospecting becomes not just effective, but genuinely rewarding as you connect with prospects who truly need your solutions.
Frequently Asked Questions
What are the 3 C's of cold calling?
The three C's of cold calling are Confidence, Clarity, and Conviction. These principles guide your approach and help you deliver your message in a way that resonates with potential clients, as mentioned in our preparation commandment.
What do you do in the first 20 seconds of a cold call?
In the first 20 seconds, state your full name and where you're calling from. Use one sentence to explain why you're calling, tell them exactly how much time you'll need, and then ask for permission to continue. This aligns with our personalization commandment.
How do you handle objections during cold calls?
To handle objections effectively: listen actively, ask questions, and respond with empathy. As illustrated by our heating salesman story, understanding the prospect's concern rather than getting defensive leads to better outcomes.
What is the best time to make cold calls?
The best time varies by industry and target audience, but generally Tuesday through Thursday between 8-10 AM and 4-5 PM tend to be most effective. This falls under our preparation commandment - knowing when your prospects are most likely to answer.
How many cold calls should I make per day?
Quality over quantity is key. Focus on 20-50 well-researched, personalized calls rather than hundreds of generic ones. Remember, the goal is to set appointments, not just make calls.
Why is follow-up important in cold calling?
Follow-up is crucial because the goal of a cold call is not to sell but to set an appointment. Most prospects need multiple touchpoints before they're ready to engage, making consistent follow-up essential for success. Understanding what is the success rate of cold calling can help you set realistic expectations and persistence levels.
How can Scrap.io help with cold calling campaigns?
Scrap.io provides detailed prospecting files with up to 70 different data columns from Google Maps, including phone numbers, company information, and digital presence data. This comprehensive information enables more targeted and personalized cold calling campaigns. Learn more about how to find email addresses from Google Maps to complement your phone prospecting efforts.
What's the difference between cold calling and warm calling?
Cold calling involves contacting prospects with no prior relationship, while warm calling targets prospects who have shown some interest or have been referred. Both require preparation, but warm calling typically has higher success rates.