Cold calling, a scary term?
How many sales appointments are you able to secure per hour during your prospecting?
Between...
- The difficulty in obtaining the right contacts,
- The fear of making cold calls,
- Lack of time,
- The lack of connection between marketing and sales actions…
Cold calling prospecting is a heavily dreaded step, exhausting in the long term, and often leading to disappointing results.
Nicolas Boissard, Marketing Director at KESTIO, gives you his 3 steps to get up to 5 appointments per hour through prospecting!
Step 1 of prospecting: Hyper segmentation
FACT: The more personalized your message, the better your chances of engaging your audience!
You must be able to meet the expectations of your contact and act accordingly. Just because your project is great doesn't mean it's right for everyone. Work on your speech and your arguments to make yourself understood; it will be more effective and faster.
Go back to basics: target and persona!
- Define the target sector and the type of company.
Clearly differentiate between the types of companies based on their size, turnover, and level of digital maturity. This allows you to target data such as market value, percentage of sales via the internet, number of projects per year, or annual marketing investment. This data will allow you to identify the sectors in which you are more likely to secure an appointment during your telephone prospecting.
- Define your persona: functions, profile, and especially, what challenge do they face that you can solve.
Therefore, it is important to know your target audience well and create a precise description of it. This involves defining the company and the type of company you will be prospecting. This is possible thanks to the collection of personas created for your project. It is a detailed description of a real user profile that illustrates the characteristics of the people you want to reach.
Your message must be targeted to a single type of company and a single persona!
The KESTIO toolkit
Use Kaspr to find the contact details of your prospects to build an enriched file.
Leverage the activity and news of your prospects to justify your call by using Sparklane.
2nd prospecting stage: Sequencing activities
FACT : The more focused you are, the more results you will get!
Start by having a well-defined prospecting plan, setting goals for calls and appointments each day. The key to good prospecting is to apply the 1st step to the letter, hyper-segmentation, which guarantees that you will not waste time on people who are not interested in your solution, who are not in your target.
Be organized during your prospecting call session
- Equip yourself with an available and data-enriched prospecting file.
This way, you'll reduce the time spent searching for contacts and can concentrate on the quality of the calls. Be precise in your prospecting: don't offer your solution to everyone.
- Ensure you have the necessary information about your prospect and that they are available.
Personalized prospecting will allow you to increase your calls.
- Personalize your pitch to align with your target audience.
According to a study by Inside Sales, prospects will listen for no more than 30 seconds during a telephone prospecting call. This means you have 30 seconds to convince your contact. To maximize your chances, you need a pitch tailored to your target audience to capture their attention.
Don't just prepare for a call, but also to leave a 30-second message on the voicemail because 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 are more likely to get an appointment if your contact already knows you!
It's not easy to reach the market, especially SMEs & mid-sized companies. But with social networks, you can increase your visibility and therefore increase your chances of getting an appointment.
The KESTIO toolkit
The tip is therefore to advertise on social networks only to your prospects before the call, so you can use LinkedIn Campaign Manager.
To increase your chances of reaching your prospects, multiply the interaction points with your prospects before the call, La Growth Machine.
To discover these prospecting processes in more depth, watch our replay!