Smart Calling

Introduction

Cold calling has long been seen as an unpleasant and ineffective sales technique, often leading to rejection and frustration. However, in his book "Smart Calling," Art Sobczak argues that cold calling can be transformed into a powerful and successful tool when done correctly. This book provides a comprehensive guide on how to turn cold calls into "smart calls" - warm, engaging conversations that lead to positive outcomes.

Sobczak's approach is based on thorough preparation, empathy, and a focus on providing value to prospects. He offers practical strategies for researching prospects, crafting compelling opening statements, and navigating conversations effectively. The book aims to help sales professionals and anyone who needs to reach out to new contacts overcome their fear of cold calling and master the art of smart calling.

The Foundations of Smart Calling

Redefining Cold Calling

Sobczak begins by addressing the negative perceptions surrounding cold calling. He argues that the traditional approach to cold calling - making unsolicited calls with little preparation or consideration for the prospect's needs - is indeed ineffective and often counterproductive. However, he introduces the concept of "smart calling" as a more strategic and respectful approach.

Smart calling involves thorough research, careful planning, and a focus on providing value to the prospect. It's about initiating warm conversations rather than making intrusive, unwelcome calls. By reframing cold calling in this way, Sobczak aims to help readers overcome their reluctance and approach calling with a more positive mindset.

Common Mistakes to Avoid

The book highlights several common mistakes that people make when conducting cold calls. These include:

1. Using improper names or nicknames
2. Launching immediately into a sales pitch
3. Focusing on yourself rather than the prospect
4. Being too vague about your offer
5. Using clichéd phrases like "I'd like to introduce myself and my company"
6. Apologizing for getting the prospect's attention
7. Using weak language like "just" that undermines confidence
8. Stating obvious facts that waste the prospect's time

By avoiding these pitfalls, callers can significantly improve their chances of success and create a more positive experience for both themselves and their prospects.

The Importance of Planning

Sobczak emphasizes that successful smart calling requires careful planning. This involves more than just picking up the phone and hoping for the best. Instead, callers should:

1. Set clear goals for each call
2. Research the prospect and their company
3. Prepare a compelling opening statement
4. Anticipate potential objections and questions
5. Have a backup plan in case things don't go as expected

By investing time in planning, callers can approach each conversation with confidence and increase their chances of achieving their objectives.

Understanding Your Prospect

Empathy and Perspective-Taking

A key principle of smart calling is the ability to put yourself in the prospect's shoes. Sobczak encourages readers to consider the prospect's daily routine, needs, and challenges. By adopting an empathetic approach, callers can tailor their message to resonate with the prospect's unique perspective.

For example, a caller might consider:

• What are the prospect's main responsibilities and priorities?
• What challenges or pain points might they be facing?
• How could your product or service make their life easier or solve a problem for them?

This empathetic approach helps callers move away from generic, one-size-fits-all pitches and towards more personalized, relevant conversations.

Tailoring Your Approach

Sobczak emphasizes the importance of tailoring your approach based on the prospect's role and needs. For instance:

1. When speaking to end-users or lower-level managers, focus on how your product or service works and its immediate benefits.
2. When addressing top-level executives, emphasize long-term strategic benefits, reliability, and overall value proposition.

By adapting your message to the prospect's specific context and concerns, you're more likely to capture their interest and keep them engaged in the conversation.

Considering the Broader Context

Smart calling also involves being aware of the broader context in which your prospect operates. This includes:

1. Economic conditions
2. Industry trends
3. Recent news or events affecting their business
4. Technological changes
5. Regulatory shifts

By staying informed about these factors, callers can demonstrate their understanding of the prospect's business environment and position themselves as knowledgeable, valuable partners rather than just salespeople.

Research Techniques for Smart Calling

Leveraging Online Resources

Sobczak provides a wealth of advice on how to conduct effective research before making a call. He encourages readers to make full use of online resources, including:

1. Company websites
2. Social media profiles (LinkedIn, Twitter, Facebook)
3. News articles and press releases
4. Industry publications and forums
5. Google search techniques (e.g., using quotation marks and site-specific searches)

These sources can provide valuable insights into a company's structure, values, recent achievements, and challenges, allowing callers to tailor their approach and demonstrate their interest and understanding.

Using Digital Research Tools

The book also introduces readers to digital research tools that can streamline the information-gathering process. Tools like InsideView can provide a wealth of information on a single screen, including:

1. Basic contact information
2. Social media accounts
3. Recent company news
4. Connections between the caller and the prospect

While some of these tools may require a subscription, Sobczak argues that their value in saving time and providing comprehensive information makes them a worthwhile investment for serious sales professionals.

The Power of Social Media

Sobczak emphasizes the importance of social media in modern smart calling. Platforms like LinkedIn, Twitter, and Facebook can provide invaluable insights into a prospect's interests, opinions, and professional network. By engaging with a prospect's social media content before making a call, callers can find common ground and create more personalized, relevant conversations.

Unconventional Research Methods

The book also suggests some less conventional research methods, such as:

1. Using Google Street View to get a sense of the prospect's office environment
2. Checking YouTube for interviews or presentations featuring the prospect
3. Reading blog posts or forum discussions mentioning the prospect or their company

These creative approaches can sometimes yield unique insights that set a caller apart from their competition.

Crafting Your Approach

Setting Clear Goals

Sobczak stresses the importance of having clear, specific goals for each call. These goals should be:

1. Ambitious yet achievable
2. Written down before the call
3. Focused on building relationships and providing value, not just making an immediate sale

Having clear goals helps callers stay focused during the conversation and measure their success afterward.

Developing a Compelling Opening Statement

The opening statement is crucial in smart calling. Sobczak provides guidelines for crafting an effective opener:

1. Address the prospect by their proper name
2. Avoid clichés and apologetic language
3. Quickly communicate how you can help the prospect
4. Be specific and relevant to their situation
5. Pique their curiosity with an interesting idea or insight

A well-crafted opening statement can capture the prospect's attention and set a positive tone for the rest of the conversation.

Preparing for Objections

Smart calling involves anticipating potential objections and preparing thoughtful responses. Sobczak encourages readers to:

1. List common objections they've encountered in the past
2. Research industry-specific concerns that might arise
3. Prepare clear, concise responses that address the underlying concerns
4. Practice delivering these responses naturally and confidently

By being prepared for objections, callers can maintain their composure and keep the conversation moving in a positive direction.

Having a Backup Plan

Even with thorough preparation, calls don't always go as planned. Sobczak advises having secondary goals and backup strategies, such as:

1. Leaving a positive impression for future interactions
2. Gathering useful information about the prospect or their company
3. Securing permission to follow up at a later date
4. Identifying other potential contacts within the organization

These backup plans ensure that even if the primary goal isn't achieved, the call can still be considered productive and valuable.

Standing Out from the Crowd

Unconventional Timing

Sobczak challenges conventional wisdom about when to make calls. He suggests that calling at unusual times can actually be advantageous:

1. Calling during holidays or long weekends when other salespeople aren't working
2. Reaching out during bad weather when office gatekeepers might be absent
3. Contacting prospects early in the morning or later in the evening

These unconventional timing strategies can help callers stand out and potentially reach decision-makers directly.

Creative Outreach Methods

The book encourages readers to think beyond traditional phone calls and emails. Some creative outreach methods suggested include:

1. Sending unusual gifts with clever, relevant messages
2. Using humor to capture attention (e.g., sending shoes with a note about "getting a foot in the door")
3. Inviting prospects to unique events or experiences
4. Leveraging mutual connections for warm introductions

These creative approaches can help callers differentiate themselves from competitors and create memorable impressions.

Demonstrating Value Upfront

Sobczak emphasizes the importance of demonstrating value from the very first interaction. This might involve:

1. Sharing a relevant industry insight or trend
2. Offering a free resource or tool
3. Providing a quick tip or solution to a common problem
4. Connecting the prospect with a useful contact

By leading with value, callers can position themselves as helpful resources rather than pushy salespeople.

Navigating Gatekeepers and Assistants

Respecting the Gatekeeper's Role

Sobczak challenges the view of gatekeepers as mere obstacles. Instead, he encourages readers to:

1. Treat gatekeepers with respect and courtesy
2. Recognize that they often have significant influence within the organization
3. Build positive relationships with gatekeepers over time
4. Answer their questions thoughtfully and honestly

By treating gatekeepers as valuable contacts rather than barriers, callers can often turn them into allies.

Recognizing Hidden Decision-Makers

The book warns against making assumptions about a person's role based on their title. Sobczak shares examples of "gatekeepers" who actually hold significant decision-making power within their organizations. He advises callers to:

1. Avoid dismissing anyone as "just" an assistant or receptionist
2. Take the time to understand each contact's role and influence
3. Treat every interaction as an opportunity to build a valuable relationship

This approach ensures that callers don't overlook potentially important contacts and helps them navigate complex organizational structures more effectively.

Strategies for Bypassing Gatekeepers

While building relationships with gatekeepers is important, Sobczak also provides strategies for reaching decision-makers directly when necessary:

1. Calling outside of normal business hours
2. Using alternate contact methods (e.g., email, LinkedIn)
3. Leveraging mutual connections for introductions
4. Attending industry events where decision-makers might be present

These strategies can be useful when time is of the essence or when gatekeepers are particularly challenging to navigate.

Mastering the Conversation

Active Listening

Sobczak emphasizes the importance of active listening during smart calls. This involves:

1. Focusing fully on what the prospect is saying
2. Asking clarifying questions
3. Paraphrasing to ensure understanding
4. Acknowledging the prospect's concerns and perspectives

By practicing active listening, callers can build rapport, gather valuable information, and tailor their message more effectively.

Asking Powerful Questions

The book provides guidance on asking effective questions that uncover the prospect's needs and challenges. Good questions should:

1. Be open-ended to encourage detailed responses
2. Focus on the prospect's situation rather than your product or service
3. Reveal underlying motivations and pain points
4. Help the prospect recognize the value of potential solutions

Skillful questioning can turn a call from a one-sided pitch into a productive, collaborative conversation.

Handling Objections Gracefully

Sobczak offers strategies for addressing objections without becoming defensive or argumentative:

1. Listen fully to the objection without interrupting
2. Acknowledge the prospect's concern
3. Ask questions to understand the root of the objection
4. Provide a thoughtful, relevant response
5. Check if the response has addressed the concern

By handling objections with empathy and professionalism, callers can often turn potential roadblocks into opportunities for deeper engagement.

Closing and Follow-Up

The book emphasizes that smart calling is about building relationships, not just closing deals. Sobczak advises:

1. Agreeing on clear next steps at the end of each call
2. Following up promptly with any promised information or resources
3. Maintaining regular, valuable contact even if an immediate sale isn't possible
4. Being patient and focusing on long-term relationship building

This approach helps create a foundation of trust and mutual benefit that can lead to successful outcomes over time.

Continuous Improvement

Self-Assessment and Reflection

Sobczak encourages readers to regularly assess their performance and look for areas of improvement. He suggests:

1. Recording calls (with permission) for later review
2. Keeping a log of successful and challenging calls
3. Reflecting on what worked well and what could be improved
4. Seeking feedback from colleagues or mentors

This process of continuous self-assessment helps callers refine their skills and adapt to changing circumstances.

Ongoing Learning and Development

The book emphasizes the importance of ongoing learning in the field of smart calling. Sobczak recommends:

1. Staying updated on industry trends and news
2. Regularly practicing and role-playing different scenarios
3. Attending sales training workshops or webinars
4. Reading books and articles on sales, communication, and psychology

By committing to ongoing learning, callers can continue to improve their skills and adapt to evolving best practices.

Embracing Technology

Sobczak encourages readers to embrace technological tools that can enhance their smart calling efforts:

1. Customer Relationship Management (CRM) systems for tracking interactions
2. Sales intelligence platforms for gathering prospect information
3. Social selling tools for engaging with prospects online
4. Call analytics software for measuring performance

While he emphasizes that technology should support rather than replace human interaction, Sobczak sees these tools as valuable assets in the modern sales landscape.

Conclusion

"Smart Calling" presents a comprehensive approach to transforming the often-dreaded practice of cold calling into a powerful, effective sales and communication tool. By emphasizing thorough research, empathy, value-driven conversations, and continuous improvement, Sobczak provides a framework that can benefit not just salespeople, but anyone who needs to reach out to new contacts in their professional life.

The book's key message is that successful calling is not about luck or natural talent, but about preparation, strategy, and a genuine desire to help prospects solve their problems. By adopting the principles of smart calling, readers can approach their calls with confidence, engage in more meaningful conversations, and achieve better results.

Sobczak's approach encourages a shift in mindset from seeing calling as a numbers game to viewing it as an opportunity to build valuable relationships. This perspective not only leads to more successful outcomes but also makes the process more enjoyable and fulfilling for the caller.

Ultimately, "Smart Calling" provides a roadmap for turning what many consider a necessary evil into a powerful tool for professional success. By mastering the art of smart calling, readers can open doors to new opportunities, build stronger business relationships, and achieve their goals more effectively.