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6 secrets to running a successful cold calling service


Customer success is the backbone of businesses to sustain and strive in the ever-competitive market landscape. Businesses are leveraging the proven techniques and methodologies for customer acquisition, engagement and retention and also venturing out to unchartered territories of evolving technologies. Cold calling is one of the proven techniques, which has been always there and is forecasted to be there in the future as well. Technical advancements and innovations have disrupted the cold calling service industry in a substantial way with the introduction of third-party service providers into the mix.

Though the term cold calling is widely known, it is common for people to derive their own meaning as well. Cold calling, essentially, is the process in which a sales-facing employee of a business has to connect with the potential prospects either in person or on call. Cold calling services can help businesses in defining the market, carry out lead generation and lead capturing functions, set-up custom scripts based on customer segments.

Cold calling services can be leveraged by businesses in

  • Lead generation, qualification and lead nurturing
  • Response management
  • Account profiling
  • Event recruitment and follow-up

Types of Cold Calling Services

Cold calling services can be categorized as B2B and B2C cold calling.

B2B cold calling services are aimed at target-oriented and professional campaigns to acquire customers, thick and fast. A clear understanding of target demography to acquire precise data and plan the script accordingly is essential in ensuring the success of B2B cold calling services.

Customer acquisition has been more challenging in recent times and businesses irrespective of their size and expertise need an extensive and rigorous process in order to reach out to prospects and convert them into customers. Here comes the role of B2C cold calling services. B2C cold calling services ensure that the sales calls are attended by experienced professionals to ensure to safeguard your business’s reputation.

Here are the 6 time-proven secrets to running successful cold calling services.

Steer Clear of the predefined Cold-calling Script

Gone are the days of “one size fits all” and this applies to the cold calling services as well. Time to get over with the notion of stipulated, predefined cold call scripts. Why? Would you like to listen to redundant talks? No, right? Similarly, your customers are also getting numerous cold calls by different brands, promoting their products and services. So, if you are eyeing to make an unforgettable first impression, let go of the predefined script and follow your intuition as the discussion unfolds. Adding a personal touch in your cold calls will go a long way in building meaningful relationships with customers and prospects. Cold calling service providers come in handy for crafting efficient, customized and personalized scripts that are sure to leave your customers seeking more information.

Adopt A Customer-centric Approach

Adopting a customer-centric approach plays a pivotal role in ensuring the success of businesses’ cold calling efforts.  Don’t go on bragging about your brand and its offerings, this might be off-putting for the customers at the other end of the cold call. Remember, the cold call is about them, not about you as an individual or business.

Keep Your Question Stack Ready

No matter how planned and structured your cold call agenda is, there can be circumstances where the discussion is going off the track. Having a clear set of relevant question stack ready before you initiate the cold call is vital to iron out unnecessary deviations. Information is the key in the cold calling space and as much information as you can gather, you stand a better chance at sales.

Avoid Overwhelming the Prospects

In the intent to communicate everything about the brand and its offerings, the sales team often ends up overwhelming the customers and prospects. If you are planning to succeed at your cold calling efforts, adopt a slow and steady approach. During the first interaction, you may try to gauge your customers’ persona that will equip you to craft out a further call agenda to convince the customers to connect with your brand.

Don’t Go Overboard with Your Sales Pitch

With a continuous stream of cold calls and mostly due to the sales-oriented scripts, customers are becoming resistant to it. Given this scenario, if your first cold call topic does have even a hint of sales intent, you are going to lose the precious customer there itself. Step into the customer’s shoes and imagine how you would do the same if the positions are reversed. Thus, it is vital to steer clear of sales pitches during the initial calls and rather concentrate on building lasting first impressions that will nurture customer relations with your business in the long run.

It is always advised to gather as much information as possible about your prospects by asking relevant questions during your first cold call.

Understand Your Prospects’ Pain Points

The inherent need varies from customer to customer. One aspect which might entice a particular customer may not be good enough to drive sales for another customer. Thus, having a clear understanding of customers’ individual needs and curating the cold calling script accordingly will encourage them to buy your product or service.

As you might be aware, the customer buying journey involves several stages such as awareness, information, desire to buy and then action. However, before the action actually takes place, customers might be reluctant to go ahead with the purchase. This comes from having doubts regarding the real-time benefits of a product or service offered by a business.

During the initial cold calls, find out exactly what will be the triggering factor for a customer to buy from you, and exactly what fear or doubt might be holding this customer back from buying from you. Once you are aware of these, you can figure out more convincing ways to communicate the unique value proposition of your products/services, convince them with the “what is in it for you” stack.

There are a plethora of benefits of cold calling outsourcing to third-party service providers like Expert Callers.

  • Businesses can be assured of high and consistent contact quality
  • They can avail of 30% more business opportunities
  • High service level guaranteed
  • Robust security mechanisms are administered to ensure seamless and error-free operations
  • 50% increase in high-quality leads
  • Significant increase in revenue with more sales closure
  • Enhanced productivity of the sales team
  • 30% to 40% reduction in operation costs

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