How do you show value and become a trusted advisor to cold call prospects?

1 Research your prospect

Before you pick up the phone, do some research on your prospect. Find out their name, title, company, industry, pain points, goals, and interests. Use online sources like LinkedIn, company websites, social media, and industry publications. This will help you tailor your message, ask relevant questions, and show genuine interest in your prospect.

2 Use a consultative approach

Don't pitch your product or service right away. Instead, use a consultative approach that focuses on your prospect's needs and challenges. Ask open-ended questions that uncover their pain points, goals, and priorities. Listen actively and empathize with their situation. Demonstrate your expertise and credibility by sharing insights, tips, and case studies that relate to their problems. Show how you can help them achieve their desired outcomes.

3 Provide value and follow up

Don't end the call without providing some value and setting up a next step. Value can be anything that helps your prospect solve their problem, learn something new, or make a decision. For example, you can offer a free trial, a demo, a white paper, a referral, or a testimonial. Follow up with an email that summarizes the call, reiterates the value proposition, and confirms the next step. Keep in touch until you move the prospect to the next stage of the sales cycle.

4 Build rapport and trust

One of the most important aspects of cold calling is building rapport and trust with your prospect. Rapport is the feeling of connection and mutual understanding that you create with your prospect. Trust is the belief that you are honest, reliable, and competent. To build rapport and trust, you need to be friendly, respectful, polite, and professional. You also need to be authentic, transparent, and consistent. Show your personality, humor, and enthusiasm. Avoid lying, exaggerating, or pressuring your prospect.

5 Adapt to your prospect's style

Not all prospects are the same. They have different communication styles, preferences, and personalities. To show value and become a trusted advisor, you need to adapt to your prospect's style and match their pace, tone, and language. For example, if your prospect is direct, concise, and results-oriented, you should be clear, brief, and focused on the benefits. If your prospect is expressive, friendly, and enthusiastic, you should be warm, engaging, and positive.

6 Ask for feedback and referrals

One of the best ways to show value and become a trusted advisor is to ask for feedback and referrals from your prospect. Feedback helps you improve your performance, understand your prospect's satisfaction, and identify potential objections or concerns. Referrals help you expand your network, generate more leads, and increase your credibility. To ask for feedback and referrals, you need to be confident, courteous, and grateful. You also need to provide incentives, guidance, and recognition to your prospect.

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?