Moksha Project

Cold Calling - Make The Most Out Of Your Telephone System

Posted by Roland Lawson on June 10, 2020 

Cold calling can be a great way to create quality leads. You get to talk with the gatekeepers and stakeholders, and you get a great insight into their requirements and influences. IT Support Cambridge companies can be a great place to find the perfect telecom systems. It's important that you have a fully functioning system to help you succeed.

But cold calling can be an art-form. It can be daunting, it's always a lot of work, and you always need to make a good impression. So you should do it right. Following are some tips which will help you do just that.

1) Record everything

Always write down all details of every phone call. Jot down any names and titles you learn. Not just the name of the person youíre trying to contact. The receptionist's name can be vital to remember as they're often gatekeepers. Write down when you called, and when you said you had call back.

To avoid missing details, you can use Cloud Telephone Systems which record all phone calls and allow you to listen back to them if you need to.

2) Make use of a database or spreadsheet to record everything

You’ll never manage by hand, and Excel spreadsheets aren’t user friendly in the long run. If you’re prepared to choose real CRM (Customer Relationship Management) tool, that’s a good idea.

3) Always call back when you said you'll

Don’t let them down. They may not even remember that you committed to calling back. But if they do, and you don’t meet your commitment, you’ll lose valuable credibility and respect. And wherever possible, work to their schedule. You're here to help them, not make things harder.

TIP FOR COPYWRITERS: If you’re an advertising copywriter or internet site copywriter, ask to talk to the Marketing Manager (or if the person who answers the phone says they don't have a marketing manager, require "the person who looks after your advertising & website" - all businesses have see your face - it's generally among the owners).

4) Always make an effort to get on with the gatekeepers

Receptionists and personal assistants have great influence, and quite often do more of the real work and decision making than the person you’re trying to contact! Make friends with them and you’ve got a foot in the entranceway. (But don’t waste their time or crawl ñ they get a lot of that! )

5) Keep it short and sweet

When you do get to consult with someone, keep it short 'n sweet unless they would like to talk a lot. The purpose of the phone call is to get their attention, tell them you're there, get their name and contact details, and assess whether they have any requirement for your services. (TIP FOR COPYWRITERS: If you’re an advertising copywriter or website copywriter, you might have called about brochure writing and find out they need web writing. )


Don’t pressure people or make it hard for them to get off the telephone. Tell them what you do and that you'd like to send them an email with a link to your site with samples and testimonials (or with an attachment containing samples), then leave them to it.

7) Follow up with an email

When you have permission, always send a follow-up email ñ and do so immediately. Be specific in your subject line. (TIP FOR COPYWRITERS: If you’re an advertising copywriter or website copywriter, utilize the words "advertising copywriting" or website copywriting in the topic. Most people don't get many emails with this in the niche line, so it'll be distinctive and probably won’t be snuffed by their spam filter if they have one. ) Address the email to them (e. g. "Hi Joe"), keep the email short 'n sweet. Include only the essential info, make it easy to read and conversational, and bold the important words or phrases as they'll probably only skim it. Include a link to your website, reference the day and date you talked on the phone (and thank them for that time), mention any names you learnt (e. g. receptionist's name, especially if the receptionist gave you a contact address but you didn't actually get to speak to the decision maker), tell them that you'd like to follow-up in a few weeks (assuming the conversation indicated that this will be a good idea).

8) Follow-up with another call

If the lead looks promising, make sure you follow up. And when you do, always mention your day and date of the initial call, as well as the fact that you sent an email. Provide a quick summary of who you are and everything you do, and say you are just calling to make sure they got the email. Most of the time, you’ll find the lead will talk to you about your services, if only to remind themselves of what you do!

9) Don’t expect to make too many calls

On an extremely good day, I've made 80 cold calls. Most days, though, you should be happy to average around 40. You’ll spend a lot of time playing telephone tag.

10) Don’t leave message

Unless you definitely have to (or you’ve nearly given up on the lead), don’t leave messages. Most people have trouble returning phone calls from people they know and like; returning phone calls from someone who’s trying to sell them something isn’t high on their list of priorities.

11) Don’t expect to qualify too many leads

Depending on your business, if you get one good lead a day, you're probably doing very well.

12) Don’t are expecting immediate conversion

Unfortunately, most leads take a long time to come quickly to fruition (up to 2 years). So you have to be ready to be patient.

Good luck and happy calling!

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