Cold calling can be challenging, especially when you have the name of your target contact but lack their direct phone number. In Germany, it’s common for central business numbers to end in a 0, and dialing this number usually connects you to the company’s headquarters. From there, it can be a game of trial and error to reach your intended contact—a strategy known informally as the extension game.
How It Works
The first step is to determine the typical length of the company’s internal extensions. This can often be found on the company’s website under sections like “Contact,” “Careers,” or “Privacy Policy.” Sometimes, even the length of a listed fax number can give you a clue. For example, if the fax extension is three digits long, chances are the direct extensions will also be three digits.
Once you have this information, you can start dialing random combinations after the main number. The goal is to reach a line that isn’t the central switchboard but still connects to someone within the company. When you get through, you can then say something like, “I was trying to reach Mr. [Target Name] in the [Department Name]. Is this not his extension?” This often prompts the person on the other end to provide you with the correct extension number, as they assume the call was simply misrouted by a colleague.
The person you reach is less likely to be trained to deflect sales calls compared to a gatekeeper at the switchboard, making them more inclined to help. Once you have the correct extension, you can then call your original contact directly with a much higher chance of success.
Advantages
- Bypass Gatekeepers: You avoid the central switchboard, where gatekeepers are specifically trained to deflect unsolicited calls.
- Increased Success Rates: By reaching out to someone within the company, you can subtly gain the information you need without the usual resistance.
- Minimal Risk: Since you’re merely asking for confirmation of an extension, it’s a low-risk strategy that doesn’t raise immediate red flags.
Ethical Considerations
While this strategy can be highly effective, it’s important to remain ethical. Misleading or lying outright can damage your reputation and potentially lead to compliance issues, especially with strict data protection laws like the GDPR in place. Always approach this method with a mindset of being honest and respectful, even if you’re strategically gathering information.
Example Script
Here’s how you might approach the call:
You: “Hi, I was trying to reach Mr. [Target Name] in [Department]. I might have the wrong extension. Is this not his line?”
Them: “No, this isn’t his extension. His is [Correct Extension].”
You: “Thank you so much for helping me out. I’ll give him a call directly.”
With this simple script, you maintain politeness and minimize any resistance, making it easier to connect with your intended contact.
This tactic, though not widely discussed, is part of the broader toolbox for effective cold calling and can significantly increase your chances of success, especially when used wisely and ethically.
Cold Calling Strategies for Manufacturing SMEs
Cold calling can be intimidating for SMEs in the manufacturing sector. However, with the right strategies and mindset, it can be a powerful tool to generate leads and grow your business. Drawing from key insights in top sales books, this blog outlines effective techniques that will help you transform your cold calling efforts.
Smart Preparation and Personalization
One of the biggest hurdles in cold calling is the fear of rejection. Art Sobczak’s Smart Calling provides a solution by emphasizing the importance of preparation. Before making a call, research your prospect thoroughly. Understand their business, identify their pain points, and tailor your pitch accordingly. For example, if you’re calling a potential client in the automotive industry, reference a specific challenge they might be facing, such as supply chain issues. This approach not only builds credibility but also increases the likelihood of a positive response.
Sobczak also highlights the importance of avoiding generic scripts. Instead, customize your opening lines to reflect the prospect’s unique situation. For instance, instead of saying, “We offer industrial automation solutions,” try, “I noticed your recent expansion in automation. We’ve helped similar companies optimize their new systems—can we discuss how we might support your efforts?” This kind of personalization shows that you’ve done your homework and are genuinely interested in their success.
Multi-Channel Prospecting
In Fanatical Prospecting, Jeb Blount introduces the concept of multichannel prospecting. Relying solely on cold calls can be risky, especially if your target audience is diverse or geographically dispersed. Blount suggests combining phone calls with emails, social media outreach, and even direct mail. This multichannel approach ensures that you’re reaching your prospects through their preferred communication medium, thereby increasing your chances of engagement.
For manufacturing SMEs, this could mean following up a cold call with an email that includes a case study relevant to the prospect’s industry. Or, after a LinkedIn connection request is accepted, you could send a message offering a whitepaper on the latest manufacturing trends. By diversifying your outreach methods, you keep your pipeline full and maintain consistent engagement with your prospects.
Consistency and Persistence
Blount’s 30-day rule is another crucial takeaway from Fanatical Prospecting. He argues that your pipeline is only as strong as the number of prospects you’ve engaged within the last 30 days. This means that consistency is key. Even skipping a single day of prospecting can create a gap in your pipeline, leading to a dry spell later on.
For SMEs in the manufacturing sector, this might involve setting aside a specific time each day for cold calling, no matter how busy your schedule gets. Whether it’s 30 minutes or two hours, make it a non-negotiable part of your routine. Over time, this consistent effort will pay off as your pipeline remains robust and your sales cycle shortens.
Using Proven Scripts
Mike Brooks’ Power Phone Scripts is a goldmine for anyone looking to improve their cold calling game. The book offers over 500 scripts for various sales scenarios, from opening a call to overcoming objections and closing a deal. These scripts can be particularly useful for manufacturing companies, where the technical nature of the products often requires clear and concise communication.
For example, a script for an initial cold call might go something like this: “Hi [Prospect’s Name], I’ve been following your company’s growth in [specific area]. We specialize in helping businesses like yours streamline their [specific process]. I’d love to share some insights—do you have a few minutes to chat?” By using a proven script, you reduce the risk of stumbling over your words and ensure that your message is delivered effectively. But as mentioned in the first part, it’s also important to customize your opening lines to the individual situation of your prospect.
While it’s crucial to value your prospect’s time, it’s equally important to communicate that your time is valuable, too. This subtle shift in the conversation can create a sense of urgency and mutual respect. For instance, you might start with something like, “Hi [Prospect’s Name], I only have a minute, but I wanted to quickly share how we could help streamline your [specific process].” By framing the call this way, you position yourself as a busy professional, which can make your message more impactful and the conversation more efficient.
Mindset and Confidence
Alex Goldfayn’s Pick Up the Phone and Sell focuses on the psychological barriers that often prevent salespeople from making cold calls. Fear of rejection, self-doubt, and procrastination are common challenges, but Goldfayn argues that these can be overcome with the right mindset. Viewing each call as an opportunity rather than a chore can shift your approach and increase your chances of success.
This means embracing the fact that not every call will lead to a sale, but each call is a step closer to building a relationship or gaining valuable market insights. Over time, this positive mindset can transform your cold-calling efforts, making them not only more effective but also more enjoyable.
A great example of this mindset in action was recently highlighted in a LinkedIn post by Sales for Entrepreneurs. In the video, he mentions a top prospector who focused on building genuine relationships with potential customers rather than just pushing for a 15-minute meeting. This approach aligns perfectly with Alex Goldfayn’s philosophy. By prioritizing connection over quick wins, you lay the groundwork for long-term success. This boosts your confidence and enhances your reputation as someone who truly cares about solving your prospect’s problems, not just closing a deal.
Practical Application – A Cold Calling Template
Here’s a practical template combining these strategies:
- Introduction: “Hi [Prospect’s Name], I’m [Your Name] from [Your Company]. I’ve been researching your recent work in [specific area], and I think we could support your goals in [related area].”
- Value Proposition: “We’ve helped companies like [Client’s Name] reduce [specific pain point] by [specific solution].”
- Engagement: “I’d love to discuss how we can assist you—do you have 10 minutes for a quick call this week?”
- Follow-Up: If they decline, offer to send an email with more details, ensuring the conversation stays open.
By integrating these tactics into your cold calling process, your manufacturing SME can significantly improve its lead generation efforts. Cold calling doesn’t have to be a daunting task. With the right preparation, mindset, and consistency, it can become a powerful driver of business growth.