"Cold calling is about making a connection and starting a conversation." — Cognism

I’ve had to do it, and I didn’t feel comfortable about it at first. However, the more I approached it with a sense of humor and openness, the easier it got. Soon, I would open a cold call with a simple phrase seeking permission that put my prospect in control.

It turns out this is the technique that professional sales trainers are promoting and there is significant research to back up their claims.

Minor Changes to Open a Cold Call Can Make a Big Difference

Brandon Mulrenin, founder and CEO of reverseselling​.com, coaches real estate agents. Watching his YouTube video, I was fascinated with the researched results of various phrasing. Unsurprisingly, the more honest and transparent you are, the better the outcome.

Mulrenin’s sample phrases are excellent, and the progression of minor changes are a lesson to every B2B seller. He’s an experienced realtor and his 30-​minute video is compelling with well-​reasoned expressions.

There is no shortage of available instruction on how to open a cold call, but his video lesson is enlightening.

Honest, Transparent and Brief with a Hint of Value

The formula for a successful cold call is simple. However, the courage, confidence and persistence required to enthusiastically make the call is the essence.

According to a study from Cognism, cold calls are unsuccessful 95.2% of the time. That said, this study also found that 49% of buyers actually prefer to be contacted through a cold call.

As a solution, Cognism​.com offered a comprehensive list of phrases to open a cold call and great tips for follow-​up. Below is a sample of their offering.

Key Principles for Effective Cold Call Openers:

• Personalization: Reference something specific about the prospect or their company.
• Brevity: Show respect for their time and get to the point quickly.
• Transparency: Acknowledge that it’s a cold call to build trust.
• Value: State a clear reason for the call or hint at a benefit.
• Engagement: Ask a question or seek their input to start a conversation.

As Important as Knowing What to Do, Is What NOT to Do

Overwhelming a prospect with too much information is off-​putting. Similarly, leading with a hard sell is what I call prescription without diagnosis. Instead, you should open a cold call with value and curiosity.

This is the recommendation of experts interviewed by Jay Fuchs for Hubspot.com. He outlines 10 common call blunders, many of which I have committed. The most familiar is going into a call without a clear objective.

Another error is failing to have a plan for follow up. Unfortunately, some positive calls are concluded without a clear next step. Clients are left in limbo if there’s no plan for who is responsible for further communication.

Additionally, I’ve witnessed sellers who talk too much rather than listen to their clients. This lack of two-​way communication can be the result of nervousness or inexperience.

Active Listening is the Foundation of Successful Cold Calling

Once you open a cold call and have a hint of engagement it’s time to set the hook and listen. Ideally, place yourself in a quiet environment and give the prospect your undivided attention.

Active listening, according to Pete Caputa, writing for Hubspot.com, makes prospects feel valued and in control. His greeting of “How’s your day going?” would help gauge their mood and set the tone of the conversation. A one-​word answer could signal a quick statement of purpose while a relaxed response opens the conversation.

Outbound lead generation is an effective strategy and can certainly be rewarding. As a direct channel with immediate feedback, it’s second only to face-​to-​face encounters. However, when you open a cold call, you must be ready to listen and have a strategy for follow up.

Photo by Tima Miroshnichenko on Pexels​.com