O n e p a g e g u i d e

The quickest way to build your pipeline and

accelerate sales

We take care of your cold calling so you can focus

on closing deals with warmed-up clients

Karlssen is your outsourced B2B cold calling team

We help you maximise impact with minimal risk

We represent you credibly and professionally,

protecting and enhancing your brand

We work in complex, specialist B2B markets

Karlssen

+44 (0)20 7476 8988

email@karlssen.com

www.karlssen.com

1 Dock Road, London E16 1AG © Karlssen. All rights reserved

Cold calling

Technique checklist

Practice beforehand • Make several practice calls beforehand to ensure your pitch works and sounds natural

• One of the main benefits is that it will help you memorise key parts of your pitch. Repeating those key

phrases several times in conversation really does set you up to be more effective and more confident

Slow down • You will sound more authoritative and confident

• It will be easier to hear what you’re saying

• You will have more time to think

Stop talking • Don’t speak for too long. The other person will tune-out after a few seconds

• A two-way conversation works better than a pitch because the prospect’s brain is engaged

• Stop and listen to what the customer has to say; give them time to think; don’t rush them or interrupt

• After they’ve spoken pause for two seconds to ensure they’ve finished and to leave room for any even

better information they might provide

Ask questions • Get the prospect talking and the conversation will be longer, more memorable, and more productive

• Find out what the prospect needs, then tailor your pitch accordingly

Probe • Find out why

• Why are they interested in your product / why are they not interested?

• Both questions help move the conversation in the right direction

Don’t over-do it • Don’t be over-familiar; it’s a turn off

• Don’t start the call by asking “How are you today” if you’re talking to a stranger – it comes across as time-

wasting, unnatural and intrusive

• If the call isn’t going anywhere, just move onto the next one

Keep at it • It takes several calls to speak to a decision-maker, and several decision-maker conversations to make a

sale, so keep at it. It’s not just a numbers game, but it is a numbers game

• Don’t pause between each call – keep at it

• If you’ve agreed that a second conversation is worthwhile, follow this up yourself – don’t rely on the

prospect to call you back

Gain commitment • The purpose of the call is to gain agreement from your prospect to move to the next stage. Don’t forget

to gain a firm commitment to a course of action. If that means setting a time for an appointment, seize

the moment. Don’t let the opportunity slip. Ask the prospect to open up their diary and set a time there

and then.