Cold calling can often feel intimidating and unproductive. However, with a strategic approach, you can transform your cold calls into opportunities that help potential clients recognize their needs and ultimately drive sales.
Steps to a Web Design Cold Call
Step 1: Identify the Need
The primary goal of a cold call is to help the client understand they have a need. Most people won’t buy something unless they see its value first. Whether they need a new website, improvements on their current one, or a more robust digital marketing strategy, you must guide them to recognize this necessity.
Step 2: Offer a Free Website Evaluation
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To break the ice, offer a free evaluation relevant to your services. If they don’t have a website, provide a digital marketing strategy evaluation. If they have a website, suggest a free website audit. And if they are active on social media, consider offering a comprehensive digital marketing evaluation.
Here’s an example:
“Hey, this is Adam from XYZ. I’d like to offer you a free website evaluation to ensure your site is performing at its best. Is it bringing in the customers you need? We offer a thorough 40-point evaluation of your digital marketing strategy completely free of charge. This will either confirm everything is working well or highlight areas where we can help you improve.”
Step 3: Engage and Follow Up
Once you’ve laid out the offer, ask for their email address to send the evaluation. This makes it easier for you to follow up later. For instance: “What’s the best email address to send your free evaluation?”
This conversation opens the door to discussing the results where you can show them the strengths and opportunities for improvement: “Good news! 32 out of 40 points are in your favor. However, there are 8 areas for potential improvement that we can help you address.”
Step 4: Transition to a Proposal
Sometimes, prospects already understand their need:
“Hey, I’m calling from XYZ websites.”
“Oh, thank you! I’ve been thinking about getting a new website.”
At this point, skip the evaluation and move straight into qualifying and making a proposal.
Bonus Tip: Leverage Warm Credibility
Rather than starting from scratch each time, try leveraging the credibility of industry contacts. For example, if you’re targeting pizza shop owners in Ohio, identify associations, magazines, or suppliers they trust:
“Hey Jim, this is Adam from Pizza Shop Websites. You might have seen our ad in the Pizza Shop Owners Association of Ohio Magazine. We’re offering free evaluations for all pizza shops. Could I get the best email to send your evaluation?”
This approach makes your call more familiar and increases the chances of conversion.
Conclusion
The essence of a successful cold call is to help your potential client identify and recognize their need. Offering a relevant, no-strings-attached evaluation is a great starting point. And whenever possible, create warm leads to make your cold calls even more effective. Happy calling!
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