Conversations are part of our everyday personal life. Cold prospect conversations are part of an SDR ( Sales Development Representative’s) professional life. For most of us, it’s easy to have a conversation with a family member, friend, or colleague we know, want to engage with, and who wants to engage with us.
Sometimes personal situations make conversations hard to start or sustain because the topic is difficult to discuss, or we may not know the other party well, if at all. It’s hard or intimidating to approach them. In business, starting conversations is easy with people we know or have a situation to discuss, like colleagues, vendors, investors, customers, or partners. Those we know and have relationships with, and again harder if they are not familiar with us. Still, reaching out to prospects can be hardest, especially if you’re calling without any prior introduction and they don’t know you, like in a cold call.
Cold prospect conversations are the lifeblood for an SDR (Sales Development Representative). They can’t set a meeting or uncover a pain point or priority without talking to the prospect. They work hard, and cold calling is tough, so to have a call that is not even a yes, just one where a decent, intelligent conversation can occur, is so rewarding to an SDR who spends their day cold calling prospects they do not know. Getting a “no” all day is rough.
Impactful & Meaningful Cold Prospect Conversations
But these conversations don’t come easily and are far and few between. So what can an SDR do to have more meaningful, impactful conversations with prospects, customers, and partners?
First, you have to pick up the phone. To have a conversation, you need two people, so the first step is to pick up the phone and call your prospect. Many SDRs send emails and direct LinkedIn messages, but to have a live conversation, you need to pick up the phone. Cold calling prospects is still one of the best methods to connect with prospects.
Make sure you call with confidence, calm, and control. Being confident, calm, and in control on a call takes practice. As you listen to yourself and make calls, you will get better. Don’t stop when it gets tough; those will be your strongest learning lessons that build confidence. Be honest with yourself. When a call doesn’t go well, analyze it and try something different until it works. This will help you build confidence.
Another way to master the call is to do your research. Know the company and what they do; know the prospect: their title, their role, and what problem or priority you know or perceive they have. Understand how you’ve helped other customers relieve that pain or satisfy that priority and be prepared to share relevant stories. If you prepare and do your research, you’ll feel confident on calls, stay calm, and be ready to have an intelligent conversation.
Hardest Part of Cold Prospect Conversations
Now comes the hardest part: making the call and staying in control so you can engage in a meaningful discussion. Remember, prospects get outreach all day, so they are almost programmed to reject you unless you can help, solve a problem, or meet a priority.
Three steps have helped me get into a good position to start a conversation with a prospect.
Three Important Steps
When the prospect picks up, introduce yourself. Open the call professionally by stating your full name and company before they ask. That puts you in a better position to have a conversation and helps you get past an awkward moment. Some will ask if you can use just your first name; I think the more factual information you give the prospect, the more likely they are to put their guard down. Same with the company. Be upfront and offer both pieces of information; it helps you move further into a possible conversation. Also, if they are still on the phone, you can let them look you up and see whether you are calling for the reason you say you are.
Second, let them know why you are calling; be clear, concise, and brief. I am calling because. Tell the prospect why you are calling. If you don’t have a reason to call, don’t call. Go back to doing your research. If you are calling a prospect, your reason should be to solve a problem you think or know they have and can help with, or a priority they are trying to achieve and you can help with. The purpose of why you are calling explains why you have interrupted them and gives them more information to continue the call.
Ask a specific open-ended question right after you tell them why you are calling. So far, this is the best frame I’ve used to start a conversation. If you know about or uncover their problem or a priority, they’ll have more to answer your question. This is where the conversation has the best chance of taking place. They usually respond or end the call.
Finally, listen for their response. This is critical. If they are still with you, fully listen and hear what they are telling you. This helps you understand whether a problem or priority exists. Respond, ask questions, or clarify to ensure you understand what they’re telling you. The point is to engage in conversation and build rapport so you can see whether you can help the prospect. ‘
Points to Remember
Remember, this is about them, not you; you’re trying to uncover, not sell. You don’t need to sell your product or service. Don’t do that; converse to uncover, understand, and help.
Nothing in sales works all the time or in some situations not at all. Develop a frame that feels comfortable, then test, try, monitor, and adjust. One size does not fit all. Your audience, message, and territories differ, with nuances only you understand when reaching out to prospects. Take from this post what you think might work and fill in what does end up working for you. It’s worth a try and may bring you the results you were hoping for, or lessons to learn.
Elisa Ciarametaro, Principal at Exceed Sales, Inc., offers sound sales suggestions that make an impactful difference and better sales outcomes to individual contributors, managers, and executives in sales, sales development, marketing, and customer service. To learn more about Elisa Ciarametaro, visit www.exceedsales.com, sign up for our newsletter, call Elisa at 917 653 0125, email elisac@exceedsales.com, or follow her on LinkedIn.