How do you handle common objections and gatekeepers on a cold call?

1 Identify your target

Before you make a cold call, you need to do some research and identify your target prospect. This means finding out their name, title, role, pain points, goals, and decision-making authority. You can use tools like LinkedIn, company websites, or industry reports to gather this information. The more you know about your prospect, the more you can tailor your pitch and value proposition to their needs and interests.

2 Prepare your script

Once you have identified your target, you need to prepare your script for the cold call. A script is not a word-for-word transcript, but a guide that helps you structure your conversation and deliver your key messages. A good script should include an introduction, a hook, a qualification, a benefit, and a call to action. You should also anticipate and prepare for the most common objections and gatekeepers that you might encounter on the call.

3 Break the ice

The first few seconds of a cold call are crucial to establish rapport and trust with your prospect. You need to break the ice and capture their attention with a friendly and professional greeting. You should also state your name, your company, and the reason for your call. Avoid using generic or vague phrases like "I'm calling to offer you a solution" or "I'm calling to see if you are interested in our product". Instead, use a hook that relates to their pain points, goals, or challenges, and shows how you can help them.

4 Qualify your prospect

After you have broken the ice, you need to qualify your prospect and confirm that they are a high-potential lead. This means asking open-ended questions that help you uncover their needs, wants, budget, authority, and timeline. You should also listen actively and empathize with their situation. Qualifying your prospect will help you determine if they are a good fit for your product or service, and if they are ready to move forward in the sales process.

5 Handle objections and gatekeepers

One of the most common challenges that salespeople face on a cold call is dealing with objections and gatekeepers. Objections are statements or questions that express doubt, concern, or resistance from your prospect. Gatekeepers are people who have the power to block or grant access to your prospect, such as receptionists, assistants, or managers. To handle objections and gatekeepers, you need to use a combination of skills, such as acknowledging, probing, reframing, and overcoming. You should also avoid arguing, interrupting, or dismissing your prospect's concerns.

6 Close the call

The final step of a cold call is to close the call and secure a commitment from your prospect. This could be booking a meeting, scheduling a demo, sending a proposal, or getting a referral. You should always end your call with a clear and specific call to action that summarizes the next steps and the value proposition. You should also confirm the details, such as the date, time, and agenda of the meeting, and thank your prospect for their time and interest.

7 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?