PICKING UP THE PHONE
Cold calling for people who don’t cold call
Most people would rather do almost anything than phone a stranger. That’s exactly why it works: hardly anyone does it, so a short, polite call stands out.
You don’t need a sales patter. You need two minutes of preparation and a plan for the first twenty seconds.
Before you dial
Write three things on a sticky note:
- Who you’re asking for. A name if you have one, otherwise a role: “whoever looks after your packaging”.
- Why them. One true, specific reason. “You’ve just opened a second site.”
- What you want. One small thing. Usually permission to send something, or a time to talk properly.
The first twenty seconds
Say who you are, why you’re calling and ask if it’s a bad time. Something like:
“Hi, it’s [your name] from [your business]. I’m calling because I saw you’ve opened a second site, and we supply compostable takeaway packaging to cafés near you. Have I caught you at a bad moment?”
That’s it. No “how are you today?”. Asking if it’s a bad time sounds backwards, but it gives them an easy way out, and people who aren’t cornered tend to stay on the line.
If they’re busy
“No problem. When’s better?” Then call back when you said you would. That alone puts you ahead of most.
If they say no
Thank them and go. You can ask one question on the way out: “Is that a no for now, or a no for good?” The answer tells you whether to try again in six months.
If you get voicemail
Leave your name, one sentence on why you called and your number, said slowly. Then send a short email so they have it in writing. Here’s how to write that email.
Make it easier on yourself
Do five calls in a row rather than one. The first is always the worst. Stand up if it helps. Write down what happened straight after each call.
One check before you start: UK businesses can register with the Corporate Telephone Preference Service to opt out of sales calls, and sole traders can use the TPS. Screen your numbers against both.
bexford gives you the business, the reason it fits and a published number or contact route where one exists. The call is the part only you can do.