Smart Calling

Cold calling doesn’t have to leave you cold. With the right approach, preparation, and mindset, every call can warm up to success.

1. Approach Cold Calling with Strategy, Not Fear

Many people dread cold calling because they associate it with rejection, but Art Sobczak assures that a strategic approach can make all the difference. Cold calling isn't just picking up the phone—it’s about preparation, purpose, and value. Instead of jumping into a conversation, know who you're calling and why.

It’s essential to avoid mistakes like generic introductions or vague offers. For example, opening with, “I’m calling from X company to talk about our products,” doesn't engage the recipient. A better approach would be to pique interest by focusing on the recipient's potential needs or pain points.

Lastly, avoid overused phrases like “I just want a moment of your time” or mentioning how hard it was to reach them. These diminish your professional tone and reduce your chances of forming a connection.

Examples

• Instead of diving into introductions, start with an interesting or unexpected statement.
• Frame the conversation around how you can help, rather than listing your credentials.
• Avoid weak language such as “just” to maintain a confident tone.

2. Empathy: The Key to Connection

Empathy is a game-changer in building rapport over the phone. Sobczak emphasizes stepping into your contact’s shoes, understanding their context, and presenting solutions tailored to their situation.

This involves understanding your prospect’s daily concerns. For instance, a financial manager may want tools to streamline budgeting, while a marketer may need innovative ways to amplify campaigns. By aligning your offering with their specific challenges, you make the conversation relevant.

Additionally, communicating in a way that the prospect values matters. Executives often prefer discussions about long-term gains, while mid-level professionals focus on solving immediate problems.

Examples

• Research your contact’s industry and role to understand their challenges.
• Offer specifics about how your service can save time or money.
• Be prepared to adapt based on whether you're speaking with a technical person or a decision-maker.

3. Know Your Prospect and Their World

Cold calling becomes smoother when you do your homework. Sobczak advises researching your target’s socio-cultural and professional realities to make your pitch resonate.

Start by understanding external factors, such as industry trends or significant news, that might affect your contact’s mindset. For instance, during an economic recession, companies might be more cost-conscious, so emphasizing savings might catch their attention.

Exploring the company's website and other digital resources reveals its values, priorities, and key contacts. These insights help create a customized pitch that feels thoughtful rather than generic.

Examples

• Use a company’s annual report to learn about current priorities.
• Check LinkedIn for professional updates about your contact.
• Review social media activity to pick up clues about company culture.

4. Leverage Social Media and Digital Tools

Social media and digital tools are treasure troves of information about your prospects. Platforms like LinkedIn, Twitter, and tools like InsideView can provide valuable data to frame your call.

For instance, LinkedIn allows you to check not only your prospect’s recent posts but also possible shared connections who can make an introduction. Digital tools such as InsideView also help by organizing critical contact details alongside company updates on one screen.

Additionally, platforms like YouTube can reveal interviews, talks, or events featuring your prospect. These serve as excellent conversation starters to show you’ve done your research.

Examples

• Use a professional networking platform to find mutual connections and common ground.
• Search YouTube for recent speeches or appearances by the prospect.
• Organize your research through tools like InsideView for easy access during the call.

5. Set Clear Goals for Every Call

Clarity of purpose is vital when engaging with your prospect. Sobczak stresses that every call should have specific, measurable objectives, whether it’s gathering key information or building trust for future collaboration.

Avoid falling into the trap of making calls “just to introduce yourself.” Instead, sketch out what success from the call would look like—be it securing a follow-up meeting or learning about your prospect’s key challenges.

Also, always plan secondary goals for when things don’t go as expected. If your main ask is declined, focus on leaving a positive impression or ensuring the door remains open for future communication.

Examples

• Write down a primary goal (e.g., scheduling a second meeting) before calling.
• Set a backup goal, such as gaining permission to send information or follow up.
• Track each call’s outcomes to identify patterns or areas for improvement.

6. Surprise Your Way to Success

Prospects often appreciate a refreshing and unexpected approach. Sobczak highlights the value of breaking conventional rules, like calling during “off-hours” or during unconventional times.

For example, calling during a snowstorm when gatekeepers are less likely to be present can help you reach decision-makers directly. Creativity can also extend to sending thoughtful, fun gifts—such as a shoe with a note saying, “Just trying to get my foot in the door.”

This type of boldness sets you apart, while showing confidence and a willingness to think outside the box.

Examples

• Call during unconventional hours, like between holidays, for less competition.
• Send a clever, humorous gift along with your pitch.
• Use unexpected conversation starters to immediately engage interest.

7. Respect the Gatekeepers

Assistants and gatekeepers are often viewed as obstacles, but this perception is a mistake. Sobczak reminds us that gatekeepers are allies when treated respectfully and professionally.

Many gatekeepers are trusted confidants of decision-makers, and some even make purchasing decisions themselves. For instance, one salesperson ignored a gatekeeper who turned out to be in charge of 90 percent of purchases for her company.

Building rapport with these individuals not only opens doors but also allows you to gather valuable information about the best ways to reach their bosses.

Examples

• Be polite and professional when describing your purpose to an assistant.
• Invest time speaking to gatekeepers; they might offer valuable insights.
• Recognize their decision-making power and address them accordingly.

8. Simplify Your Pitch for Clarity

Complexity kills interest. Sobczak advises being concise and direct about what the prospect gains and what actions you require from them.

Provide solutions upfront—highlight time-saving benefits or financial value rather than dwelling on confusing jargon. For instance, explaining how a vacuum cleaner doesn’t require assembly will resonate more than overloading someone with technical details.

Executives are most interested in long-term outcomes. Instead of micromanaging the technical features, speak about the reliability, cost-efficiency, and scalability of your solution.

Examples

• Adapt your pitch depending on whether you’re speaking to an assistant, executive, or technician.
• Focus on tangible benefits like cost savings or efficiency improvements.
• Avoid overloading technical details unless specifically requested.

9. Practice Makes Progress

Sobczak advocates for dedicating some time specifically to practicing your cold-calling craft. Each call is an opportunity to improve, so approach it with curiosity and an open mind.

Set a defined period, like two weeks, to focus intensely on refining your style. During this trial phase, call multiple prospects daily and gather feedback. Being upfront about being new to the style might even encourage prospects to share learnings with you.

By treating the process as a learning journey rather than a task, you’ll develop skills and confidence that stick.

Examples

• Set achievable daily call quotas during your training period.
• Solicit feedback from prospects to understand what works and what doesn’t.
• Use a notebook or app to track progress and refine techniques.

Takeaways

1. Before each call, research your prospect using both their company’s website and their social media activity to find unique connection points.
2. Practice empathy by visualizing your prospect’s needs and challenges, then structure your call to offer value based on that understanding.
3. Experiment with unconventional tactics, such as calling during less common times or adding humor to stand out and capture attention.