It may be intimidating at times, but phone prospecting is an essential part of selling. Here are a few strategies to reach your prospects by phone to help you get a meeting or make a sale.

How to make your phone prospecting more effective

1. Get past the gatekeeper

They’re called gatekeepers for a reason. Their job is to keep out people who waste decision makers’ time and let in those who can help. A quick way to make sure you’re seen as being in the latter category is to ask the operator a time-related question. If it’s early afternoon, you could say to an operator, “Hi. This is John Jones with XYZ company. Has Jim in information technology made it back from lunch yet, or is he still out?”

You learn valuable information when you phrase your need to speak with Jim with that question. The operator may tell you Jim’s not in and works remotely. Or you might learn that Jim takes a late lunch, so then you could call him at noon the next day and catch him in his office.

Asking the question also makes it difficult for an operator to ask you, “What is this in relation to?” The casual phrasing sounds like you may know Jim, so the operator will be less inclined to ask you for a reason for your call since it sounds like Jim may be expecting a call from you.

2. Be clear immediately about what you can do for a prospect

There is nothing worse than when a salesperson reaches a prospect and then immediately launches into their sales pitch. You are more likely to hear a click if that’s your telephone prospecting strategy. Instead, start to think like your prospect. What does he or she want to know right away when they pick up the phone? They want to know who you are and what you can do for them.

Notice, I did not say they are interested in what you do. Why? Each second on the phone is time your prospect could be doing something else. All they need to know is if there’s a possibility that your work could impact them and their job. It doesn’t create any interest if you identify yourself by saying, “I sell XYZ products.” They will hear that statement and think, “I already have that. I don’t need it.”

3. Create interest when phone prospecting

Once you have your prospect on the phone, of course, you want them to hear how you can help them reduce costs or add revenue. But first, say their name and get their attention. When people hear their name, they are more likely to focus and listen to what you say.

If your company is a well-known name, you can also state your company name. But if your company name is not well-known, instead state whom you work with and some results you’ve achieved. You could say, “Hi Jim, this is Jane Doe. I do work with (person and their job title) to reduce maintenance costs. I’ve recently lowered their costs by $20,000 through product consolidation, training, and extending drain intervals. I thought my work would be a fit for your company.”

4. Have questions ready

When you’re phone prospecting, your goal is to start the conversation. Begin with a statement that demonstrates you understand your prospect’s business. Do your research before the call to identify issues in their industry, their company, or area.  Continue with, “I understand other construction operations like yours are experiencing X. Is that something you’re experiencing?”

You have now started a dialogue with your prospect. You will most likely get answers to your questions if the prospect believes you know enough about their business to help them.

The telephone can be a valuable tool in sales

There’s no better time-saver than the phone when trying to make a sale. Why not consider using the telephone the next time you have to drive four hours to find a prospect?