Your cold calling story check-list

How to develop the right story for cold calling

Cold calling is one of the central challenges in many companies. You can read about the objectives of addressing new leads and when it is best carried out in my blog post on the goals and timing of cold calling.

The process of cold calling always starts with preparation, leads to a dialogue via access and possible hurdles and results in a meeting or appointment. To achieve this, the right story in your approach is crucial. You have to follow different rules for optimal chances of success.

The AIDA-Model

This step-by-step model for advertising effects developed by Elmo Lewis in 1898 is still valid today and is also relevant for your cold calling. It allows you to understand the stages in which you can win over your contact person.

  • Attention
  • Interest
  • Desire
  • Action

A successful story for your cold calling thus fulfils several functions. In concrete implementation, this means that you should incorporate several components. Therefore treat:

  • A specific problem
  • The concrete solution to the problem
  • Measurable results
  • Ideally related to a current trend or developments
  • Reference of a brand, ie a well-known company

When designing your story, you should also follow the IESIE Approach and combine Information, Education, Solutions, Inspiration und Entertainment in your content. Transport your content simply, quickly and easily.

Before you use your story to make a concrete appeal, create identity pentagons about the company and the decision maker you want to convince. ID pentagons are one page documents with

  1. Relevant data
  2. Track Record
  3. challenges & ambitions
  4. interests & activities
  5. values

of the decision-maker and the company.

Answer the following questions about the company:

What has the company achieved? What distinguishes it? What is the strategic orientation? Where is it active beyond its core business? What are its values and strengths?

You should also be as well informed as possible about the recipient of your story:

Who is the person? What have they achieved? Where does he or she want to go? What makes them tick? What is important to them and what are their strengths?

These ID Pentagons form the basis of your cold calling and add value to your offers. Always address the needs of the recipient.

Internalize the story before each approach and master it, especially on the phone. Find out the name of your contact person or their assistant. Also be prepared for questions about risks, consequences, challenges, weaknesses and goals.

In conclusion, how can you develop the right story for cold calling: With a lot of preparation, a precise understanding of the contact person and company and a goal-oriented approach.

Please have a look at my blog post on behavioural etiquette to learn more about correctly addressing decision-makers.