Cold calling, a scary term?
How many sales meetings do you manage to get per hour when prospecting?
Between...
- The difficulty of getting the right contacts,
- The fear of making cold calls,
- Lack of time,
- Lack of link between marketing and salesactions...
Cold-calling is a dreaded step, tiring in the long run and often leading to disappointing results.
Nicolas Boissard, Marketing Director at Kestio, shares his 3 steps for getting up to 5 appointments per hour through prospecting!
1st step in prospecting: Hyper segmentation
FACT The more personalized your message, the greater your chances ofattracting interest!
You need to be able to meet the expectations of the person you're talking to, and do it accordingly. Just because your project is great doesn't mean it's right for everyone. Work on your discourse, your arguments to make yourself understood, it will be more effective and faster.
Back to basics: target and persona!
- Define the target sector and type of business.
Differentiate between company types according to size, sales and level of digital maturity. You can then target data such as market value, percentage of internet sales, number of projects per year or annual marketing investment. This data will enable you toidentify the sectors in which you have the best chance of securing a appointment during your telephone prospecting.
- Characterize your persona: functions, profile and, above all, the challenge you're addressing with your solution.
This means getting to know your target and describing it accurately. You need to define the company and the type of company you're going to prospect. This is made possible thanks to the persona collection created for your project. This is a detailed description of a real-life user profile that illustrates the characteristics of the people you want to target.
Your message must be targeted at a single type of company and a single persona!
The Kestio toolbox
Use Kaspr to find your prospects ' contact details and build a rich file.
Leverage your prospects'activity andnews to justify your call using Sparklane.
2nd stage of prospecting: Sequencing activities
FACT The more focused you are, the more results you'll get!
Start by having a well-defined prospecting plan, setting yourself targets for calls and appointments each day. The key to good prospecting is to apply step 1 to the letter.Hyper-segmentation guarantees that you won't waste time on people who aren't interested in your solution, who aren't in your target audience.
Be organized during your prospecting call session
- Make sure you have a prospecting file available and enriched with data.
In this way, you'll reduce the time you spend looking for contacts, so you can concentrate on the quality of your calls. Be precise in your prospecting: don't offer your solution to everyone.
- Make sure you have all the information you need about your prospect, and that he or she is available.
Personalized prospecting will help you make more calls.
- Tailor your pitch to your target audience.
According to a study byInside Sales, prospects won't listen for more than 30 seconds when cold calling. This means you have 30 seconds to convince your caller. To give yourself the best chance of success, you'll need a pitch that's tailored to your target audience.
Don't just prepare for a call, but also leave a 30-second message on the voicemail, as 80% of calls end up on voicemail, according to Ring lead. Hence the importance of personalizing your calls!
3rd step in prospecting: Visibility!
FACT You're more likely toget an appointment if the person you're talking to already knows you!
It's not easy to reach the market, especially SMEs & ETIs. But with social networks, you can increase your visibility and therefore your chances of getting a meeting.
The Kestio toolbox
The tip is to advertise on social networks only for your prospects before the call, so you can use LinkedIn Campaign Manager.
To increase your chances of reaching your prospects, multiply the points of interaction with your prospects before the call, The Growth Machine.
To find out more about these prospecting processes, watch our replay!
