How to get more time from your prospect on the phone

Would you like to book appointments with prospects? Then read these tips on cold calling and start getting ‘yes’ more often from now on!

These tips are based on extensive research and thousands of tests. They increase your chances of success when cold calling.

Cold calling – do you actually want an appointment?

Is it really worth arranging a meeting with the prospect? Assess the potential of the leads in advance. A good database containing relevant information will help.

You don’t have that information? Then ask the potential customer specific questions over the phone, but DO NOT do this during the same call in which you’re trying to arrange an appointment. After all, the chances of getting a ‘yes’ are reduced if you ask questions first.

Cold calling – make sure you’re mentally prepared

Anyone who does cold calling knows that it takes quite a bit of mental effort.

You can’t get the right person on the line. Or you get a ‘no’ seven times in a row. Some prospects are arrogant or make you feel as though you’re being pushy.

An extra boost of self-confidence would be welcome at this point. You have something valuable to offer. Other clients evaluated working with you and your company to be valuable! So you certainly have something interesting to offer to this prospect.

Cold calling – your aim is to book an appointment!

Your aim when cold calling? To book that appointment, of course!

Focus on the appointment. That’s completely different from “selling your products or services”. So don’t give a long explanation about your product and avoid a sales pitch like “presenting the range or the company” or “explaining what you have to offer”.

You have 25 seconds…

You have 25 seconds to say something that triggers the potential customer to book an appointment, and a maximum of 3 minutes to actually secure the appointment.

So prepare thoroughly and make sure the client hears “recognizable elements”. He should get the strong impression that he can learn something from you that will benefit himself or his business. Ideally, this should be a specific challenge that is typical of the prospect’s sector and one that you have already solved elsewhere.

For example

• faster installation times
• more motivated staff
• new prospects
• avoid double insurance
• …

You use this point of interest during the phone conversation.

The call

Potential customers have little patience and no time. Get straight to the point and explain, in no more than 25 seconds, who you are and what your company does.

Then trigger the customer’s curiosity by using the point of interest you have prepared. This works best if you link it to their sector or role.

This might be phrased as: “We’ve noticed that other underfloor heating installers waste time fitting the correct tubes under the floor.”

Next, tell the prospect that you have helped other customers in their sector with this and that you’d like to show them how.

Suggest a time for an appointment straight away. You’re more likely to secure an appointment if you do so by asking an alternative question. For example: When would suit you? Next Wednesday at 1.30 pm, or would Thursday morning be more convenient for you?

Does the customer ask questions?

If the customer asks any questions, give a brief answer and say that you can show this during the meeting. That’s another reason to arrange an appointment!

And what if the customer says “no”?

An initial objection doesn’t have to be a reason to give up. Show understanding but don’t go into it in too much detail. It’s better to do that during the actual meeting.

Just give the customer another argument and book the appointment after all.

Is your prospect still refusing to schedule an appointment? Then bring the conversation to a polite close and wish them a lovely day.

Subscribe for our training on cold calling

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Would you prefer an in-house training on cold calling? Get in touch. We’d be happy to develop a tailor-made programme for your company.