Stand out in cold calling

Dom Odoguardi from Trellus offers advice on cold calling for startups:

• Research your competition: Understand your competitors by checking reviews on platforms like G2 and Reddit. Find out what customers dislike about them and use that information to your advantage.

• Sound different: Most cold calls sound the same. Stand out by using humor, changing your tone, or trying something unconventional. Avoid typical phrases and buzzwords.

• Mention competitors: Since prospects may not know your company, mention well-known competitors to establish context. Ask about their experiences with these companies and highlight areas where they struggle.

• Focus on problems, not features: Instead of listing features, discuss the problems your prospects face and how these affect their operations. This approach leads to deeper conversations and earns respect.

• Value more than just meetings: Booking a meeting isn't the only success. Use calls for gathering information, building brand awareness, networking, and research. Aim to make real connections.

  
  

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Leverage inside info

Drew Kluender suggests using cold outreach to gather valuable information, even when a meeting isn't booked:

1. Identify key information

During calls, aim to learn about the technology and vendors your prospects use, the people involved in decision-making, their current initiatives and priorities, pain points, and any relevant quotes.

2. Multithread within organizations

Use the information gathered to reach out to multiple contacts within the same organization. This approach is more effective than relying on generic research like company news or funding rounds.

3. Leverage gathered insights in communication

Incorporate the insights from your calls into emails or LinkedIn messages. For example, mention who you spoke with, their initiatives, and any pain points they shared. Use this as a basis for further engagement.

4. Craft targeted emails

When emailing, reference specific insights from your conversations. Include a brief video showcasing a relevant feature that addresses their priorities. Keep the video under two minutes and track engagement using tools like Loom.

5. Propose follow-up meetings

Suggest a specific time for further discussion based on the insights you’ve gathered. This demonstrates your understanding of their needs and positions you as a valuable resource.

Build credibility fast

Elric Legloire shares targeted strategies for improving your cold calling approach:

→ State the problem clearly

Capture attention by articulating the buyer's problem better than they can. For example, highlight how health benefits are a major cost for small business CFOs, increasing significantly each year.

• Identify specific buyer problems.

• Use real data to back up your claims.

• Keep your problem statement concise and impactful.

→ Avoid the pitch trap 

Buyers expect a sales pitch and often tune it out. Instead, focus on their problems first.

• Start with problem statements rather than pitches.

• Allow buyers to acknowledge or reject the problem.

• Build trust by understanding their challenges.

→ Sound informed and credible

Demonstrating deep knowledge of a buyer's pain points helps your credibility.

• Research the buyer’s industry and specific issues.

• Use language that aligns with their daily struggles.

• Be prepared to discuss their problems in detail.

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