How to Cold-Call Clients Effectively

By Megan Zhang

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When it comes to reaching new clients, there are many ways to go about doing that: television ads, radio ads, social media marketing, and a lot more. But sometimes, it may be best to simply go back to the basics and cold-call clients. The trick is to do it effectively, and not in a way that frustrates recipients. Read on for more information:

Target Your Pitch
You should not simply cold-call everyone who lives in your area code. You’ll waste a lot of time this way and won’t be productive. Cold-call clients by demographic, based on what you know about the kind of people who make purchases from your business. Does it tend to be millennials, college students, and young professionals? Or is it parents who have young children? People over 50? You have to know who your target market is before you dial that phone.
Be Polite
When cold-calling clients, you should always be gracious and respectful. You could be catching someone in the middle of something important, or you might have reached someone who was waiting for another call and thought that was you. Be mindful that people have busy lives, so don’t take up too much of their time, and don’t nag clients in a frustrating way.
Cut to the Chase
Cold callers tend to have a not-so-great reputation, so the people you call may be a little skeptical at first. That’s why it’s important to cut to the chase. Have a pitch prepared, and get to that pitch quickly. Use buzzwords that will catch their attention. Don’t lead with questions, as this puts the ball in the recipient’s court, and they probably don’t have an answer prepared.
Have Patience
You may cold-call several people before you get someone who is interested in speaking further. This is the nature of cold calling, and you’ll have to have patience if you want to use this as an effective marketing tool. You don’t have to get through every single phone number on your list in one day; in order to keep your stamina up, break them up into chunks so you can take a quick break in between. Saying the same thing over and over can be exhausting, after all.

While there’s nothing like creating an organic, human connection with a customer in person, cold calling can also be an effective way of reaching potential new clients. Follow the above tips when dialing those numbers, and remember to keep a running log of who you have called already, so you’re not dialing the same places again and again.

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