Cold calling in English: 5 tips to get you started without hesitating.
Anyone in sales has to face it: cold calling. Anyone who wants to sell often has to actively look for new opportunities and new leads. Yet many salespeople are reluctant to start calling, especially if you have to call in another language.
This uncertainty is quite understandable as the success of cold calling is often very limited. The chance of getting a 'no' is many times higher than that one 'yes' you hope to get. So the fear of getting rejected is somehow justified.
But he who does not dare does not win. With these tips, we want to help you to enthusiastically pick up your phone and start calling!
1. Write a script
Cold calling requires good preparation. Think in advance of how you can attract the attention and convince people of the added value of your product or service.
Write out a script so that you have your text in English in front of you. You obviously don't need to know the text by heart or read it word for word. But your text can be a handy cheat sheet during your conversation.
The time you take to think about your script is also especially good practice for your calls.
2. Use key sentences
Cold calling in English requires a little more preparation than you would do in your native language. Be extra prepared for what you want to say and make sure you know some standard phrases so you can make your conversation flow smoothly.
These standard expressions can be useful during your conversation:
- Hello, could I speak to [name contact], please?
- Hi [name contact], this is [name] from [name company].
- Did I catch you at an OK time?
- I’m sure you’re busy and I want to respect your time, so I’ll be brief.
- The reason for my call is this: ...
- I thought it was important to let you know that ...
- If you have a few minutes, let’s talk to determine if there is anything we’re doing that you could benefit from.
- Think it over tonight and I will call you at 10 a.m. tomorrow.
- Should I send you a formal quotation that details the purchase price and terms?
Do you feel particularly unsure about possible reactions? Think in advance of what questions people might ask and try and formulate an answer to these questions. Even if they don't ask the same questions, you will feel a lot more at ease because you've prepared well.
3. Call at a good time
The people you want to call are not really waiting for your call. Everyone is busy, so think carefully about when you call someone.
- On Mondays everyone tends to be busy following up on urgent matters. On Fridays we are just wrapping up the last things before the weekend can begin. So the middle of the week might be the best option.
- The time you call is also important, of course. You may have already noticed this yourself, but from 9 to 10 a.m. your calendar is often already filled with all types of meetings. So it might be best to call before 9 am, or after 5 pm.
4. Make your cold call warmer
Usually you wold be calling a list of possible prospects, but the person you're calling should not feel that way! Make sure you can start your conversation in a warm manner so that you can gradually build the conversation towards your ultimate goal.
Let your interviewer feel that you have taken time to prepare your conversation. You can for example use one of these examples:
- I've noticed you've been at [company] for [X years]. How did you get started there?
- Congratulations on your recent promotion/ new job. How is the new role?
5. Listen actively
This tip is actually the easiest of all tips on our list: stop talking and overloading the person you're calling with all the input you want to give. Don't make your call a one-way conversation, but listen to the other person.
You want to sell something that can be a solution. So try to get your caller to talk about the problems they are experiencing. That way, you can offer your solution for that problem.
How can you do that? These phrases can help you:
- Can you tell me more about your needs?
- We’re looking to see if there’s something we can help you with.
- Let’s talk for a few minutes to see if there is anything we’re doing that you could benefit from.
- It seems like we could be a good fit for [company]. What do you think?
6. Follow up your call
Calling is step one, but it usually doesn't stop there. Hang in there and stay in touch with all your prospects so you are not immediately forgotten:
- send a follow-up e-mail
- connect on LinkedIn
- call back after a week (or more) to ask for feedback
- send a review from a similar customer
I'm sure you can think of lots of other options, but make sure you have a few different ways to keep your contact warm.
Are you interested in more tips for sales professionals?
These articles might also be interesting for you:
- Business calls in English
- Tips for writing business emails in English
- Impress with your presentation in English
- How to make a strong pitch in English
- How to negotiate in English
- Negotiating in English: 50+ key sentences for your business negotiations
Do you need help with your business calls in English?
Would you like to call your English-speaking clients more confidently? Do you want to boost your business English to feel stronger on the phone in English?
Then you can book a session with one of our language coaches at Squidll.
Create your account on Squidll, find a business language coach who matches your needs and start on Squidll today!
Interested in more tips on boosting your sales skills in English? Read all our tips on the blog.