If you are new to recruitment, one of the first skills you will need to learn is how to make the perfect cold call. This is an art form that recruiters perfect over their careers – and although the first few calls can be daunting when you are new to the activity, you'll quickly welcome the challenge and opportunity to win new business. If you hope to avoid the most common pitfalls, a number of which are listed below, you should consider what steps can be taken to avoid them.
Starting with the wrong attitude
Sales success is largely predicated on psychology. If you begin your cold calling with a sense of doom and gloom, or even basic reluctance, your attitude will be obvious in your tone and you'll turn clients off. You must be enthusiastic, motivated, cheerful and confident – and express energy on the phone. Pay attention to the way you speak; moderate your tone and take deep breaths so that you sound relaxed and approachable. Sit up straight and avoid hunching, as body language can also reflect itself in the sound of your voice.
Failing to stick at cold calling
Cold calls are a vital part of business development and you need to prioritise them. Schedule a daily appointment for the task, or three days each week at the very least. Make sure you commit to your schedule and be consistent in your approach. Even if you make around a dozen new contacts every day, you'll rapidly approach 2,500 in just a year.
Speaking to the wrong people
Do not approach the task of cold calling with a random, scatter-gun approach! Think strategically about your target market and your ideal client. Look at companies and organisations that fit your profile and draw up a list of prospective businesses that you know have existing recruitment needs, or which are likely to need recruitment in the near future. Prioritise your calls so that you call the hottest leads first. Make it a recurring task to pull together your target list at the end of every day, so that you can start calling in the morning.
Getting blocked by a PA!
You need to get to the decision maker on the line, or else it will be a wasted effort. Start at the top of the organisation and work your way down. If the MD gives you another contact, this gives you leverage when you make the second call.
Working without an objective
If you have no goal, you cannot expect to achieve it. Be clear about the purpose of your call, i.e., whether you are looking to fill a vacancy, organise an interview or book in a client visit. This makes the flow and direction of your call much easier and allows you to 'cut to the chase' if the prospect is short on time.
Working without targets
It's important to stay focused, so make sure you set yourself a range of targets, such as the number of decision makers who you've spoken to, the number of attempted calls you've made to a certain contact, the number of appointments you've set up and any new vacancies generated. These KPIs will provide you with a benchmark to measure your progress against.
Failing to prepare
Have a script ready that acts as a guide to the way you intend to manage the call. Read the script a few times, even if you have memorised it. If you're confident about what you'll be saying, it's easier to focus on what your contact is actually saying, rather than worrying about the next line of your call. Do be careful, however, not to follow the script word for word if the call is flowing naturally.
Starting with a poor opener
Your opening lines must be able to capture your prospect's attention within twenty seconds. Choose an opener that generates interest. Don't launch into the sell; you're just looking to get attention and then move to your questions. Include your name and the details of the company you're calling from, with some details of the offer, result or benefit that you're putting forward.
Failing to ask open questions
Too many closed questions shut down the conversation quickly. Work at opening up the conversation by asking a question that begins with 'how' or 'what'. Have a list of these ready.
Giving up at the first hurdle
Eight out of ten customers will give you a 'yes' after six contacts. This means that you need to persevere. Do not give up or you will miss out on potentially profitable business. Keep at it and be tenacious; this is one of the most important attributes that you'll need to have as a recruiter. Tenacity, confidence, the art of listening and a hunger to succeed: these qualities will help you master the art of cold calling, which should see your business grow.
