Smart Calling – Eliminate the Fear, Failure, and Rejection from Cold Calling
Cold calling often evokes images of uncomfortable conversations and unwelcomed interruptions. However, Art Sobczak’s book, Smart Calling, published in 2010, revolutionizes this perspective. With over three decades of experience in sales, Sobczak offers a refreshing approach to cold calling, emphasizing strategies that make the process engaging and effective. This extensive guide will delve into Sobczak’s insights, providing practical advice to enhance your cold calling techniques.
Introduction to Smart Calling
Cold calling is a common sales tactic that can often feel daunting and ineffective. Sobczak challenges this notion by presenting cold calling as an opportunity to engage prospects meaningfully. His strategies are designed to transform cold calls into smart calls—calls that are informed, personalized, and engaging.
Transforming Cold Calls into Smart Calls
1. Personalize Your Approach
One of the key strategies in Smart Calling is personalization. Instead of using generic scripts, Sobczak recommends:
- Research Your Prospect: Gather information about the prospect’s company, recent achievements, and industry trends.
- Tailor Your Message: Reference specific milestones or projects relevant to the prospect. For example, mention a recent company award or a new product launch.
Example Script:
“Hi [Prospect’s Name], I noticed your company recently expanded its product line. I’m interested in how this might impact your current processes and would love to discuss how we can support this growth.”
2. Target the Right Contacts
Rather than always aiming for high-level executives, Sobczak suggests:
- Identify Decision-Makers: Often, reaching out to individuals directly involved in the decision-making process can yield better results.
- Work Through Appropriate Channels: Engage with those who have insights or influence over the final decision-maker.
Chart:
| Contact Level | Potential Benefits |
|---|---|
| Executives | Strategic insights, high-level decisions |
| Managers/Directors | Practical needs, immediate concerns |
| Support Staff | Gatekeeping insights, referral opportunities |
3. Avoid Common Pitfalls
Effective cold calling involves avoiding common mistakes:
- Use Correct Names: Address the prospect by their full name rather than nicknames.
- Focus on Benefits: Clearly outline how your offering benefits them, avoiding vague or generic statements.
Mistake Example:
“Hi [Prospect’s Name], I’m calling from [Company]. We offer a range of services. Are you interested?”
Improved Example:
“Hi [Prospect’s Name], I noticed your company is expanding into new markets. Our solution has helped similar companies streamline their expansion process, potentially saving you time and resources.”
4. Plan and Prepare
Preparation is crucial for effective cold calling. Sobczak emphasizes:
- Research Background: Understand the prospect’s business context, challenges, and recent news.
- Set Clear Goals: Define what you want to achieve from the call, whether it’s setting a meeting or gaining insights.
Table:
| Preparation Steps | Actions |
|---|---|
| Company Research | Review website, recent news, and social media |
| Understand Needs | Identify pain points and challenges |
| Define Call Objectives | Set specific goals for each call |
5. Utilize Digital Tools
In the digital age, leveraging technology is essential:
- Research Tools: Use platforms like LinkedIn, InsideView, and Google for insights.
- Social Media: Monitor updates and posts for relevant information.
Tool Comparison:
| Tool | Features | Best For |
|---|---|---|
| Professional profiles, company updates | Networking, background info | |
| InsideView | Contact details, company insights | Targeted research |
| General search, news updates | Broad information |
6. Set Clear Goals and Contingency Plans
Effective cold calling requires clear objectives:
- Primary Goals: Define what you want to achieve in each call.
- Contingency Plans: Prepare alternative outcomes if your primary goal isn’t met.
Example Goals:
- Primary: Schedule a follow-up meeting.
- Contingency: Gather feedback or establish initial contact for future opportunities.
7. Innovative and Unexpected Tactics
Surprising your prospects can make your call memorable:
- Creative Timing: Consider calling during less conventional times, such as holidays.
- Unique Approaches: Send themed gifts or use humor to stand out.
Example Tactic:
Send a small, creative gift with a note: “I’m trying to get my foot in the door—let’s chat!”
8. Value Assistants as Influencers
Assistants often play a crucial role:
- Respect Their Role: Treat assistants with respect and recognize their influence.
- Build Rapport: Establish a positive relationship with them to gain access to decision-makers.
Example Interaction:
“Hi [Assistant’s Name], I’m [Your Name] from [Company]. I appreciate your time and would love to discuss how we can support [Decision Maker] with their current project.”
Takeaways from the Book in Just 20 Words
Transform cold calls into meaningful conversations with personalized approaches, strategic research, and respect for all gatekeepers.
About the Author
Art Sobczak is a renowned expert in the field of sales with over 30 years of experience. As the founder of Business By Phone Inc., he has trained countless sales professionals in the art of effective cold calling. Sobczak’s expertise and practical strategies make Smart Calling a valuable resource for anyone looking to enhance their sales techniques.
Conclusion
Art Sobczak’s Smart Calling transforms the traditional view of cold calling from a daunting task into a strategic advantage. By focusing on personalization, preparation, and respect for all contacts involved, Sobczak provides actionable insights that can significantly improve the effectiveness of your calls. Embrace these strategies to turn cold calling into a powerful tool for success in sales and beyond.