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  • Writer's pictureWinston Schultze

The Dreaded Cold Call

Clammy, cold hands, beads of sweat on the forehead, a shaky voice - these are the typical symptoms of today's wave of colds. Although many believe that the days of cold calling are over, statistics show that it is still considered one of the most effective sales methods. How does a proper cold call look like in 2021 on the IP services market, and what can you do to make it more effective and enjoyable?

What is the biggest difficulty with cold calling?

Cold calling gradually became a "favourite activity" of salespeople beginning in 1900 with the proliferation of telephones at home and at work. By the 1980s and 1990s, entire call centers were busy offering callers mainly products, but sometimes services too. Even today, telephone operators work according to professional scripts that leave no room for error. It is clearly a field quantity rather than quality.

The consultative sales approach of the 2010s has triggered major changes in almost all markets, and this is where the story with the IP sector comes in. It is probably not necessary for your company to make hundreds of calls a day to potential customers (or outsource them to others). The market for IP services is huge, but solutions without such targeting are more likely to hurt your brand and provide no financial benefit in return.

How to do cold calls in 2021?

The era of almost random cold calling is clearly over, but we by no means recommend abandoning this technique entirely, as many potential customers cannot be reached via social media platforms or email. Appropriate preparation and pre-selection are required to approach cold calling with a consultative sales mindset.

A good cold call starts with extensive preparation. Before you pick up your mobile, here is what you need to have:

● A selected Buyer Persona that you will focus on. This should be a decision-maker who you can probably reach most easily by phone.

● Put together a short script in your head of what information you want to get from your caller. Remember, the main point at this stage is to find out if you are dealing with a potential customer.

● Have the most frequently asked questions ready. These might include price, details of your service, and how long you expect the process to take. However, do not try to get everything done on the first call - it's just a lifeline.

● Make a list of the people you want to call. And here is the twist! To make cold calling less awkward while increasing its effectiveness, it's a good idea to ask for written permission beforehand. You can use LinkedIn, the company's email, or a mutual friend in your network. If the other party is open to a conversation based on a brief description, neither of you will feel the pressure that so often characterizes random phone calls.

With the above preparations in place, you'll find it easier to handle sales calls and talk about intellectual property services. With the above preparations, you'll find it easier to make sales calls and talk about intellectual property services. It's all about preparation and good pre-selection, not long lists. And if you're nervous, feel free to ask permission before you call!

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