Don’t sleep on cold calling as an essential selling technique in tech sales. Here’s why it’s important and how to get started!
Jan 27, 2023
Got cold feet about cold calling? Does the idea of reaching out to a total stranger out of the blue about a product or service send shivers down your spine? When we put it that way, it sounds awkward if not straight-up scary.
But effective cold calls are much more than those annoying messages you send straight to voicemail. They’re a cornerstone of tech sales! And the more you know about them, the more natural they’ll feel.
In this blog post, we'll give you a crash course in all things cold calling. By the time you're done reading, you'll say goodbye to your cold call anxiety and warm up to this essential sales technique.
In short, cold calling is the process of reaching out to potential customers who have not shown interest in your product or service.
This can be done over the phone or, in some cases, in person. The goal is to connect with the customer and generate interest in what you're selling (rather than push for a sale on the spot).
Compare that with warm calling, where you reach out to people who have contacted you first, signed up for an email list, been referred by a customer, or expressed their interest in you in some other way.
When you think of a cold caller, you might think of the stereotypical door-to-door salespeople peddling a product, or telemarketers hammering their way through a contact list. In reality, they’re salespeople looking to make a valuable connection.
Cold calling helps you reach new customers who might not be aware of your product or service. By contacting these potential customers, you have the opportunity to introduce them to your offering and turn them into leads with a pitch they can’t refuse.
First, a hard truth: you’ll hear no a lot. But a shocking 82% of buyers say they accept cold calls – and even accept meetings with sales reps who proactively reach out to them. Not to mention companies that cold call report more growth than companies that don’t.
In short, having persistence pays off to those who build their cold calling skills!
So cold calling is here to stay – and that’s a good thing! But how do you master it? Let's take a look at how to make a successful cold call:
Before you reach out to a prospective customer, get to know them a little bit. What is their job title? Which company do they work for? What interests do they have?
The more information you have, the better equipped you'll be to make a connection with the customer.
Using your research, prepare a script that outlines what you're going to say and how you're going to say it. It's also important to practice your script so that you sound natural when you're on the phone with a customer.
When you're making a cold call, it's important to sound professional at all times. This means maintaining a positive attitude and avoiding anything that could come across as pushy or aggressive. Remember, your goal is to generate interest and book more meetings.
Don't give up if your first few attempts are unsuccessful. It takes time and practice to master the art of cold calling, so don't get discouraged if you don't see results immediately.
It can take up to 8 calls to reach a prospect and about 6 calls to win the sale once you do! Keep at it and eventually, you'll start generating the leads you're looking for.
There's no doubt about it — cold calling can be tough. But it’s an essential sales skill that pays off the more you put into it.
Just remember to do your research, be prepared and professional, and be persistent. Soon enough, you'll be a pro at cold calling in tech sales!
Cold calling is just one technique in your tech sales toolkit. There are tons of insider strategies and tactics to learn when you enroll with Uvaro.
So whether Career Success means switching into a tech sales career or honing the selling skills you already have, we’ve got a Course for you!
Download our Career Success Catalog today to learn more!