I am often asked if there are different Cold Calling tactics for different Industries. The answer is, yes, we may modify our script slightly to provide industry specific examples or wording but actually, the biggest difference is in how much TIME it takes for the prospects to ‘convert’ to a qualified appointment.
Cold calling is cold calling no matter what industry you are calling. It is simply a discovery call. Your goal, across industries, is to engage a stranger, whom you have determined to be a decision maker, in meaningful conversation.
If you are going after SMB’s (small and midsized businesses) you are more likely to reach a decision maker sooner, as a small business owner is just more likely to take a call.
Typically, the larger the company, the longer it takes to reach that decision maker. When you have to navigate through multiple layers of gatekeepers, it slows the process.
It may also take a bit longer if the industry is oversaturated, like it is with IT providers, financial advisors, insurance providers and some others. With those, you may also face built up resistance and fatigue which can slow you down. As with all calls, PATIENCE and PERSISTENCE are your best tactics!
This isn’t a ‘one and done’ process
And remember, no matter which industry you are working in, cold calling is never a ‘one and done’ process. Making the calls is KEY – without those calls, you will never set any appointments – but you must also have a FOLLOW-UP plan in place if you want those appointments to convert to sales. Building RELATIONSHIPS for the LONG TERM requires a process to follow-up with those new prospects. Salespeople that have this ‘long game’ mindset and a plan to follow-up, will succeed. They know that they need to not only make the connection but to NURTURE it. They establish trust and STAY in touch on a regular basis so they stay top of mind.
It may take a bit longer to reach decision makers in certain industries but across the board, what really matters is that you have the patience and persistence to make, and then nurture, those connections so they convert to appointments and sales!
Do you need help connecting with decision makers? Assistance with follow-up? Our Call Center in a Box provides you with the training, management and monitoring YOU need to succeed in Cold Calling. Give us a call TODAY at 908.879.2911 to learn more!