The phrase “cold calling” tends to strike fear in the hearts of sales reps everywhere.
Let’s be honest: no one enjoys making cold calls, as it can be tricky to quickly introduce yourself and your products to busy customers before they hang up. However, in order to meet those sales goals, cold calls have to be part of the equation because they are effective and can work quite nicely when done correctly.
Cold Calling Tips for Medical Sales Reps
But before you reach for the phone and pull up your list of prospective customers, check out these tried-and-true tips that just might make your cold calls a little more successful.
Get Their Attention Right Away
When the prospective customer answers the phone, you have mere seconds to capture their attention. Usually, it’s normal to ask something like “Is now a good time to talk?” or, “Is it possible to have a few minutes of your time?”
While these phrases can be tempting, they’re definitely things that the person you’re trying to reach has heard before. As a result, you probably won’t get the attention from them that you need.
Thankfully, you do have a few options here. It’s ideal to switch up the question or phrase in order to truly make them listen. Saying something like, “I know that you probably don’t like cold calls, but…” or “All I need is 30 seconds of your time in order to introduce myself and tell you while I’m calling,” can stop them in their tracks and start a conversation.
In addition, you can make it clear that you’ve done your homework and know who they are, mention which company you’re calling from or do anything else (within reason and while staying professional) in order to get the proverbial ball rolling.
Practice Your Elevator Pitch
An elevator pitch is short and designed to go as quickly as possible, as if you were in an elevator and only had a slim margin of time to give it. This pitch is a crucial component of cold calling.
Whether the person you’re trying to reach actually answers the phone or you have to leave them a voice mail, have your elevator pitch ready. After all, as mentioned previously, you only have mere seconds to get their attention.
Personalize Each Call
While parts of your elevator pitch may remain unchanged from call to call, you’ll need to update it slightly depending on the client. The worst way to capture a prospect’s attention is by giving them a generic speech. This won’t work at all and will make it likely that they won’t be interested in even meeting with you.
Instead, find out what their pain points are (where they need your products in order to solve their issues) and include that in your elevator pitch. You should also make sure to use their name, as well as the name of their hospital or medical group in the pitch. This shows them that you’ve done your research. It’s important to do everything you can to get their attention.
Lead to the Next Step
Your goal is to get the prospective client to the next step of the process. What does that consist of? Well, you’re turning your cold calls into sales pitch meetings, where you can spend more time presenting your products to your potential customers and hopefully capture some sales at the same time.
Studies have shown that using certain buzzwords while cold calling can lead to these next steps. Which words should you include? Some of the most effective include “revenue,” “challenges,” “problem,” “mistakes,” and “missed opportunities.” Find ways to naturally fit them into your elevator pitch, and you might just be able to schedule all of the sales meetings that you need.
Yes, your goal is to get the customer to see just how important your products are and how much they need them. However, at a certain point, you need to simply stop talking and allow the person on the other end of the line to respond.
The best way to get a response here is to ask a question, including one on a possible follow-up call or meeting. You could also ask if they have any questions regarding your products. This could lead to a very productive cold calling session.
Schedule a Follow-Up
Finally, before you hand up the phone, it’s time to schedule a follow-up. This could be either an in-person meeting or another phone call. Don’t accept something vague, like “call me Friday morning.” Instead, make sure that you get some specifics from them, such as Friday at 9am. This way, you can send them a meeting invitation so that they don’t forget about you.
Luckily, cold calling doesn’t have to be scary. Take these tips, incorporate them, and make cold calling your new secret weapon.