“The No. 1 rule that people miss out on is: The person that’s asking questions is always the person who’s in control of that conversation,” he said. “One of the things with email is you have no control over that conversation.”
Chepyha advises his clients to avoid the sales pitch at the beginning of the call, and to keep their introductions short and sweet before asking their primary question. (For example, his own question is “Out of curiosity, can you tell me how important cold calling is to your new business development process?”)
And then Chepyha tells reps to listen to what the prospect says. An open-ended question like his will result in one of three possible answers — yes, no or maybe — and an experienced cold caller will be ready for each of those answers.
“One of the biggest benefits of cold calling is the fact that it’s 100% predictable,” he said. “You have to understand what the answer is going to be to the questions that you’re asking. When I ask my primary question, I know what the possible answers are, and I know how to respond to each and every one of them.”
Cold call expert Kraig Kleeman loves cold calling for its yield.