How can you train cold callers to be persistent but not pushy?

1 Define your goals and metrics

Before you start dialing, you need to have a clear idea of what you want to achieve and how you will measure it. Do you want to generate leads, book appointments, make sales, or collect feedback? How many calls do you need to make per day, per week, or per month? How will you track your conversion rates, follow-ups, and customer satisfaction? Having specific and realistic goals and metrics will help you focus your efforts and evaluate your progress.

2 Prepare your script and objections

You don't want to sound robotic or scripted, but you do want to have a structure and a message for your calls. A good script should include a catchy introduction, a value proposition, a call to action, and a closing. You should also anticipate the common objections and questions that your prospects might have, and prepare some responses and rebuttals. Practice your script with a colleague or a coach, and tweak it as you learn from your experience.

3 Use positive and confident language

The way you communicate with your prospects can make a huge difference in how they perceive you and your offer. You want to use positive and confident language that conveys your enthusiasm, professionalism, and credibility. Avoid negative words, such as "can't", "won't", "don't", or "but", and use positive words, such as "can", "will", "do", or "and". Also, avoid filler words, such as "um", "uh", "like", or "you know", and use pauses and intonation to emphasize your points.

4 Listen and empathize

One of the most important skills for cold callers is listening. You want to listen to your prospects' needs, pain points, goals, and feedback, and show that you care about them and their situation. You can use active listening techniques, such as paraphrasing, reflecting, summarizing, and asking open-ended questions, to demonstrate your interest and understanding. You can also use empathetic statements, such as "I hear you", "I understand", or "I appreciate", to build rapport and trust.

5 Follow up and follow through

Persistence does not mean calling the same prospect over and over again until they answer or hang up on you. It means following up with them at the right time and in the right way, based on their preferences and responses. You should always ask for permission to follow up, confirm the next steps, and set a clear expectation for the outcome. You should also follow through on your promises, such as sending an email, a brochure, or a proposal, and keep in touch until you close the deal or move on.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?