The secret sauce to cold calling: How to nail your elevator pitch

“Hi, I’m Paris Thomson. We haven’t met before, but have you considered integrating video content into your marketing strategy?”

That was me a decade ago, a young Aussie creative watching global brands produce amazing video content and knowing in my heart I could make it work locally. But I needed clients. So, I took the plunge — quit my job and threw my all at it. I started picking up the phone and calling every brand and marketing manager I could think of that I wanted to work with.

The idea of cold calling to generate new business sounds daunting but when you’re an entrepreneur or startup founder, that first conversation with a potential client or investor can be ‘make or break’. You need to overcome your fear of failure and rejection (at least outwardly!) then refine your key messaging sufficiently so you can communicate it confidently and succinctly.

What is unique about your business or service? And how is what you’re doing going to benefit the person or business you’re pitching to? 

As we kick off the new year, if you are looking to broaden your network then it’s the perfect time to learn my secret sauce to successful cold calling, and it starts with nailing your elevator pitch. 

Why is cold calling important?

Business is all about relationships, and that instant connection you get from talking to someone is by far the fastest way to press the flesh and get to the point. In a society that’s time-poor, email-allergic, and instantly gratified, nothing connects faster and more effectively than getting on the phone and having a conversation. 

Audible cues such as tone of voice and language can be key tools in establishing and nurturing our journey with a potential client, particularly during a cold call or first conversation. 

Set yourself up for cold calling success

Etiquette is vital when you’re calling out of the blue. Assume that most people are spinning plates and have only two minutes to speak with you, and be aware that at this stage, you’re not a priority for them. Introduce yourself, tell them where you’re calling from, and ask immediately whether now is a good time to speak. 

Make sure you have a hook. I always try to establish a mutual connection or find a thread to create a closeness or give the conversation context. Drawing on examples or observations is also equally important. For instance, ‘I noticed you produced a social media campaign for your new product — it reminded me of a similar project we’ve just completed. How has that campaign performed for you? Have you worked with your content agency for long?’ 

Cold calling is like dating. To do it successfully, you need to find a balance between ‘giving’ and ‘taking’. Have some well-researched questions prepared so the call doesn’t become just another sales spiel you can recite in your sleep.

My objective for any call is to either set up a time for an in-person meeting or, failing that, to grow my understanding of the needs of the business. I’ll aim to also get an email address to follow up with some supporting materials or pitch deck. 

Here are my five expert tips for cold calling

1. Practice makes perfect

   You have one chance to make a good first impression. Have a clear idea in your head of what you’re going to say, or have notes handy if you’re feeling nervous under pressure.

2. Slow down

   It’s very common for us to speak too fast when we’re nervous, so take a deep breath and slow down, making sure you’re speaking clearly,making time and space for responses or for the conversation to evolve naturally.

3. Be confident, happy, and fun!

   Remember, you’re trying to make a connection with the person you’re phoning, not scare them away! Loosen up and start every call with a smile. While they won’t see you smiling, it’s said that our tone of voice changes when we smile, and it will also help put you at ease.

4. Make notes during your call

   Take detailed notes, either during or immediately after the call. If your call isn’t answered, leave a concise voicemail if possible and don’t be afraid to call back if your call isn’t returned.

5. Don’t push it

   If someone tells you they aren’t interested in pursuing a conversation, politely accept this and move on. There are more than enough tele-sales people out there hounding us all. Don’t be one of them!

These days, most of my conversations are with prospects who I already share a mutual connection with, so the nature of the conversation tends to be more organic. However, the basics haven’t changed since I started out and still underpin all of my new business discussions. Treat people with respect, be polite, and efficient. Be clear why you’re calling and don’t waste people’s time. It’ll earn you respect, and with any luck a new client or two.