Originally published on Nov. 22, 2016
By Jack Carenza
“You only have one chance to make a good first impression” is a cliché that will follow you around. In most facets of life, this thought process is overestimated. It is not difficult to sway early opinions negatively or positively. In the arena of cold-calling however, this idiom rings unusually true.
When prospecting via phone, you have to remember that you are a stranger, reaching out to a very busy person, who most likely has no interest or intention of speaking with you. That makes your first impression, and your presentation, especially vital. In this season of giving, let’s review a few points of interest that are sure to provide a bountiful harvest of leads for you moving into the New Year.
Don’t gobble your way through conversations
Enunciation truly is imperative. Cold-calling is a verbal art. You must rehearse as a musician does, prospect with concise and controlled cadence. Take the time to learn the correct pronunciation of the prospects name if you do not know it. Be comfortable stating your name and your company’s name. And most importantly, you must follow all these steps without sounding like you have a mouthful of mashed potatoes.
Don’t overcook your prospect
Feeding a prospect too much technical information can ruin a conversation. Especially if you lead with a long winded, rambling diatribe. Remember that you are initiating a conversation. Native Americans and Pilgrims did not make temporary peace with a one-sided tirade. It takes back and forth; a balance between information and building a relationship. If you find yourself to be the only one speaking, take a step back. A prospect likely won’t give a cluck about your pitch if you do not take the time to understand them.
Timing is imperative
Leave the turkey in the oven too long, it will char. Too short, pink. Find a calling cadence that is effective. Be mindful of trends — utilize a call plan that is systematic and effective. Additionally, be conscious of when prospects are most likely to answer their phones. There are definite patterns; I have noticed an increased connect rate in the early part of the day (9:00- 10:00) and at the end of the day (4:00–5:00). People tend to read their emails with lunch, so give the 11:00–1:00 hours a try with those. On thanksgiving, each food takes a different amount of time to cook; a chef must make order in the chaos. In the SDR world, you are the Chef. Get your timing right, and success will come.
Through the holiday season, it is especially important to remain consistent and innovative with SDR techniques. Remember the importance of enunciation, back and forth conversations, and good timing. When this cornucopia of methods come together, your company will have much to be thankful for.