6 tips for cold calling success

By Precision Senior Marketing

Precision Senior Marketing


Cold calling is an aspect of sales that can make even the most seasoned sales professionals nervous. In reality, cold calling doesn’t have to be such an ordeal. The following are a couple of techniques to help you turn leads into prospects.
  • Capture their attention in the first 15 seconds.

    This is the most important part of the call; it sets the tone for the rest of your relationship with the prospect. Be excited about your product and be sure your energy and enthusiasm comes across in your voice.

  • Use their language and name.

    If you find your prospect using particular phrases often, write them down and use them in your pitch as well. Try to match their volume, speed and tone of voice. Plus people in general, love the sound of their name so use it often throughout your call.

  • Sell the appointment.

    If you are prospecting over the phone in your area, work on selling an appointment rather than the product. Some seniors are more comfortable meeting with an agent in person and you will be able to go over all of their options and educate them on the best option for their individual needs in person.

  • Avoid taking "no" for an answer.

    Instinctively, people react with “not interested” to most sales calls. Avoid this by asking open ended questions like, “What has been your biggest struggle looking for the right Medicare Supplement?” or, “What kind of coverage do you think you need?”

    These questions will start the conversation and show the prospect you are taking an interest in their healthcare needs.

  • Use emotion and show the value.

    Storytelling and success stories are two very good tactics to use with cold calling. Whether you choose a story that shows how grateful someone was to have a Med Supp or a cautionary tale about someone who wished they had, people respond to the feeling they are missing out on something other people have taken advantage of.

  • End the call assertively.

    It’s unlikely that the prospect will ask you to set up an appointment or send them materials, so it is up to you to ask them. End each call by asking, “Are you available to meet next Wednesday at 3 p.m.?” or, “To what address should I send more comprehensive information?”

    When you assume the close, it is harder for the prospect to say no and keeps the door open for business in the future.
Cold calling is nerve racking, but once you get in the grove it’s an instrumental way to increase your prospects and eventually your client database. The more calls you make, the more you will be able to iron out your script and pin point the most effective ways to talk with your senior market audience.