In an effort to identify the best cold call openers, it is worth discussing the “this is a cold call” opener.
What is the “this is a cold call” opener?
This is a fairly popular cold call opener where the salesperson opens by telling the prospect the call is a cold call by saying something like:
I’m going to be honest, this is a cold call.
After that, there is typically some type of question asking for permission to continue, which can look something like:
Can I get 30 seconds to tell you why I called, then you can tell me whether or not it makes sense for us to speak?”
In the attached video, I share a couple of examples of what this cold call opener looks like.
Is this one of the best cold call openers?
This can be an effective cold call opener in terms of opening the call and buying yourself a few minutes of time. The reason this can be effective is that you are being more upfront, honest, and authentic. That honesty can be refreshing because it differs from what many prospects expect, and the prospect might be less inclined to be difficult in that scenario.
Is this the best way to open cold calls?
The “this is a cold call” opener definitely works to open calls. But the problem with this approach is that it frames the call as a sales call and you as a salesperson who is trying to sell something.
You have to keep in mind that your prospects are getting calls and emails every day from a lot of salespeople who are trying to push a product or service. This barrage of contact attempts can make prospects guarded and annoyed.
Even though you can get consistent at opening cold calls with this approach, you might end up dealing with a prospect who is more guarded and annoyed because your cold call opener flags you as being a salesperson who is trying to sell something.
Other options for the best cold call openers?
The logic behind this opener is straightforward. If the prospect already knows you’re making a sales call, why not acknowledge it immediately? That honesty can lower resistance and earn you permission to continue.
That logic makes sense, and it is a reasonable decision to use this approach. But what if, instead of admitting you are a salesperson, you can modify how you communicate so that you don’t look like a salesperson?
Here is a cold call opener that communicates in a way where the cold caller looks more like a businessperson or a consultant than a salesperson who is cold calling and trying to sell something.
Hi Tom, this is Michael Halper, I’m calling from SalesScripter. Did I catch you in the middle of anything?
Great. The reason for the call is that we help businesses to increase sales results by optimizing how their sales reps communicate.
I don’t know if we can help you in the same way or not, and that is why I was calling with a question or two.
Confirming Availability
With this cold call opener, you confirm availability by asking whether they are in the middle of anything. Not only does this buy you a few minutes to work with, which is more than 30 seconds, but it also acts as a pattern interrupt because that is where most salespeople will ask, “How are you doing today?”
Sharing Your Value Prop
We then share our value proposition. By the way, if the prospect gives us an objection like, “What is this regarding?” or “It depends on what you are calling about”, we go to the same place we would if the prospect says they are not in the middle of anything, which is to share our value proposition.
By sharing our value proposition, we replace the typical product introduction statement that most salespeople use. Not only does this create a more of a business discussion frame, but it also aligns more closely with what the prospect cares most about: “What is in it for me?”
Using a Sales Takeaway
After sharing your value proposition, we can use a sales takeaway to express a little doubt about whether the prospect is a fit or whether we can help them in the same way. This is extremely powerful because it creates a push/pull effect, with the push being the value prop and the pull being the loss of the benefits or improvements just mentioned.
Not only will this decrease the prospect’s guardedness because they will get the feeling that you will not be pushing something on them, but this is another small thing you can do that will make you sound more like a businessperson than a salesperson.
Should You Use the “This is a Cold Call” Opener
The “this is a cold call” opener is popular for a reason. It can help establish the conversation by showing honesty and respect. But every opener creates a first impression. My preference is to frame the conversation as one businessperson trying to determine whether they can help another businessperson, rather than as a salesperson asking for permission to sell. That subtle difference not only shapes the rest of the conversation but also sets the direction for the entire relationship.
