Whether you are senior sales professional or a rookie, connecting with senior leadership can be the most intimidating part of sales. As per statistics, a salesperson has just 5 to 10 minutes to convince a prospect via cold calling, and the time becomes even more important when a C-level executive is involved. Here are some tips to prepare you for effective C-level interactions and make your point clear in less time.
Prepare a Script
Preparing a script before cold calling can be a huge boost when it comes to creating that great first impression. If you are worried about sounding too mechanical or robotic, remember you can tweak it as much as you want to reflect your own style and personality.
As per a survey, it was found that call experience improves a lot when the caller doesn’t sound like they are reading from a script. So, prepare a script but also let your unique personality shine through.
Image source: Limecall
Following are the benefits of preparing a cold calling script:
- It ensures that you don’t miss the main points and lose track.
- It enables you to handle any common queries or sales objections smoothly.
Do Your Research Before Calling
Make sure you are fully equipped with all the necessary information and have mentally gone through all the scenarios before calling a C-level contact. Take time to visit their websites, social media channels, and their press coverages. Do adequate research on the things that are important to them, the challenges they face, and what solutions you can provide to solve those problems. Make sure you know everything you need to know in order to come across as someone credible. Research the following things before calling them.
- Who are their competitors?
- How does their business operate?
- What are some challenges they are facing?
Make sure to base your conversations on solid research. If there are flaws in your logic and the facts you present, they’ll find them. Therefore, while preparing your cold calling script, have an expert go through your content. Don’t risk destroying your credibility with incorrect information. If you aren’t sure about something you are asked, say you’ll look into it.
Time Your Calls Correctly
You don’t want to annoy a C-level executive by calling at an inappropriate time. Therefore, always make sure to time your calls correctly. When it comes to timing, there is no one rule that applies to all, but there surely are ways to determine the right time to call an executive.
- Find out the country-specific and industry-specific working hours.
- As per research, Tuesdays to Thursdays are the best for calling.
- Wednesday, in particular is the best day to make sales calls.
Image Source: Hubspot
Timing is a very important factor for effective telemarketing in B2B space; use it wisely.
Project Professionalism
Take time to build rapport but don’t stretch it unnecessarily as it may annoy. Be warm but get to the real agenda as quickly as possible and maintain your professional focus at all times. Ask about their recent company announcements and industry changes to show that you are interested in hearing what they have to say as well. Asking prospects about their business objectives and pain points has a good chance leading to closing a deal.
Confidence is the Key
Being confident about what you say to a top-level professional is just as important as the message itself. When you project anxiousness, it will make you look less trustworthy and credible. To avoid this, remind yourself that you are an expert in your specific domain. You are the one representing your organization.
To make an impact on C-level executives, truly believe in what you say to them, and have a conviction that you are presenting the right solution for the organization.
Have No Expectations
After you have presented something, don’t expect appreciation or flowery kudos. C-level executives have a lot going on and a lot on their shoulders, so chances are they will quickly move on to their next call or task. Your real reward will be when you get to work on the proposal they’ve accepted. Also, don’t chide yourself if you are rejected (see the image below for cold calling rejection data). Instead, learn from your experience and do better the next time.
Image Source: Limecall
Be a Patient Listener
C-level executives are used to being leaders. Therefore, be active listeners when they talk. Never use pushy sales tactics that will only annoy them. Instead, offer your respect in the form of patience and deep consideration.
When you’re truly listening, there’s more opportunity to build rapport with your prospect and make the conversation more fruitful. This will also give you an opportunity to learn about their pain points and present the right solution for them.
Wrapping Up
C-level executives are busy most of the time and have some of the biggest responsibilities of their organization on their shoulders. Therefore, to sell to C-level executives like a pro, make sure to prepare yourself well. Use these tips to create a good first impression and turn cold calling from a dreaded activity into one that’s always rewarding and exciting.