Cold calls, for some people those two words send a shiver down their spine and makes the hair on the back of their neck stand up. And for lead generation specialists it does the opposite. But have you ever taken a step back and thought about the cold calling process? Why do lead generation specialists call on certain companies? How can they be adjusted to make them enjoyable for the receiver?
It’s all about me
Typically if you ask a receiver of a cold call to explain cold calls they receive, they answer by saying, “it was all about the caller.” The same opening line gets used, “Hi, my name is Hannah and I work for BizXcel and we are a management consulting company. Can I tell you more about us? I promise it won’t take more than a few minutes of your time.”
Now ask yourself, what is appealing about a call that lacks personalization and has the ‘me, me, me’ approach? These types of scripts often fail because the engagement piece is missing from the beginning. Why do I want to hear about 10 companies a day? I would much rather hear what that company can do for me. This in my opinion is a much stronger sales conversation.
The difference between a typical cold call and a personalized cold call is simple. It is research well done. Hearing the word research is probably making you cringe as well because research means time. But how important are your cold calls?
This is where predictive analytics ties into personalizing cold calls.
Ask your sales team, do they call on every company because the contact information is available? Or do they have specific ideal clients they target because of company size, current technology being used etc.? It’s crucial to know what makes a good lead and what is just wasting your sales team’s time. Predictive analytics is the glue that holds the lead generation together, it’s what will bring your company sales.
Once you identify what makes a good lead, predictive analytics can look at existing data points that have been involved in a successful lead and analyze any potential prospects to identify whether they should be the next one to dial. Each company (lead) can be scored based upon these factors and handed over to a lead generation specialist to decide if pursuing is the right move.
These factors can be anything you determine like; private or public organizations, government funding received, employee size, geographic regions, and third party systems. The combinations are endless.
Rather than going into a call blind, we now have probability on our side that explains why they could lead to a successful conversion.
Now that you know what success looks like, how might a lead generation specialist adapt their process to a cold call? Perhaps they use the probability in the sentence which even sells the technology on the spot (if you are selling a predictive analytics solution). “Hi, my name is Hannah and I’m from BizXcel. According to the research I have done, I believe there is a high probability (don’t be afraid to list the actual number) that our organization can help you. Do you have a moment to speak?” And let the conversation continue from there. If someone is telling me they have done research on my company and they see a high probable fit, of course I want to listen because curiosity now has me.
We’ve now done our research, we’ve personalized our message, and we’ve engaged our lead through the use of predictive analytics.
Sales is truly a science.