Despite what bloggers and so-called industry insiders might tell you, cold calling is still very much alive, even if its approach has changed with the times. While the effectiveness of cold calling lead generation varies from case to case, there’s no doubt that this method provides a powerful way to reach another person. As happy as we may all be to communicate via text and email, the human voice simply resonates more strongly.
Of course, cold calling naturally brings with it a fair amount of stress and dread. After all, we all know what it’s like to receive unsolicited phone calls, and few of us enjoy the effort. To make matters more stressful, sometimes we must direct a cold call to a C-level executive, the top decision-makers of an organization. If you find yourself in this position, it’s not actually all bad. In fact, cold calling a higher up can be a bold and powerful move if done correctly. Let’s take a look at the ways in which you can be well received when making an unsolicited call to a C-level executive.
Remember That You’re Just Speaking to Another Person
Before we get into the more specific aspects of this form of lead generation, let’s start at the ground floor. While each cold call differs in terms of who you’re speaking with, the basics remain the same: You are calling another human, carrying information and an inquiry to potentially generate a new relationship or at least get your foot in the door. Whether you’re speaking with a low-level employee or the president of a company, this structure doesn’t budge. When calling a C-level executive, try to not let notions of status and influence distract you from getting to the point.
Don’t Give Up Right Away
If you’re calling someone at the “C” level, you can assume they keep a busy schedule. While you should plan your initial call at a time that might catch their attention, don’t expect them to pick up on the first ring, or second, or third. While there’s merit in leaving a well-planned voicemail, consider putting that on the backburner. Instead, spread out your calls across different days and times to see if you finally get an answer. You might feel like a pest, but in reality your persistence might pay off.
Match Their Tone and Style
If and when you finally get them on the line, try to communicate in a way that matches their style. For instance, if they answer loudly and in a hurry, speed up your speaking pace. If they’re soft-spoken, ease up and slow down. Of course, your cold call should still feature the necessary components: let them know who you are, why you’re calling, and present a call to action before signing off. But the speed at which you hit all of these points, and the flourishes (or lack thereof) in between each one will depend on the vibe you get from the potential lead.
Expect a “No”
Cold calling is effective when it works, but no one said a “yes” is guaranteed when trying to generate leads this way. It’s best to expect a rejection from a C-level executive, even though that’s not at all what you want. However, preparing for the worst helps you keep the ball in your court. You can come up with quick responses to any “no” you might receive, helping you keep the call active and potentially swaying the recipient closer to a “yes” or at least further discussion. The faster you can deflect a negative the better. Just make sure you maintain confidence when doing so.
It may not be easy, but cold calling a C-level executive can reap solid benefits and generate several new leads. Remember that another person is on the line. Don’t give up on trying to reach them, even if it takes a few weeks. Communicate in a way that plays off their style. And prepare yourself to hear “no.” If you do these things, you’re much more likely to be well received and possibly land a brand new lead with someone highly influential.ProScout Lead Generation Services can help you optimize your cold calling campaign and incorporate other lead generation strategies for your business. Contact us at our Chattanooga or Nashville offices to learn more about our services and mission!
