Cold calling - handling the gatekeeper
January 14, 2024
by an investor in Austin, TX, USA
I'm cold calling businesses we're interested in acquiring. Usually the phone is answered by customer service/office manager/etc. When I ask for the owner by name, I'm often asked what the call is in regards to (especially if they're trying to take a message because the owner is out).
For those that have used cold outreach to hit up ownerns, how do you respond to this?
It feels weird to me to tell an employee that I'm asking whether the owner might sell thier business. I might be freaking them out about potentialy losing their job, which may even make them hesitant to pass on the message. Or even if they do, they could confront the owenr afterwards about it and that feels like a bad way to start a relationship.
Am I overthinking this, or is there a more discreet way to get passed on to the owner that other searchers have used?
from University of Calgary in Airdrie, AB, Canada
Perhaps: "Hi Gatekeeper, I didn't catch your name.... (response). Well, it is nice to meet you (use name). (CEO name) and I were going to discuss a business opportunity which is a little challenging to condense into a message. If you would be kind enough to let her know (Your full name) called and that I will follow up with a brief email regarding the opportunity (pause). Great, and one last thing. What would you recommend for the best time to connect with (CEO Name) via a call? (response). Great. Thank you for your help today (Gatekeeper's name). Enjoy the rest of your day and I look forward to chatting with you again shortly."
For context, over the years I've done a LOT of cold calling, built an SDR team running an outbound system, and coached CC's.
Here are a few things to think about CC in general:
1) Be honest, be yourself. Put yourself in the shoes of the personas you will be speaking with. How will they think? What will be of interest to them? (You're doing this already it seems)
2) There is no perfect process or words to use. Take an interactive approach by testing a few different processes and words you use. Lean towards brevity in all communications. Be concise.
3) Create and follow an outbound process. Be consistent and persistent with execution. Again, the best process for you will differ from other Searcher processes. I use a 3-step sequence of calling and emailing over 5 business days and a drip campaign at the end. I'm happy to share a rough sketch of what mine looks like if of value (Similar to ^redacted's suggestion)
4) Scripts: Create a script for each call, voice mail, and email. However, my strong suggestion is to use it ONLY as a preparation tool (pre-gaming) for calls.
5) Other things to think about: The gatekeeper is just as important as the CEO, ensure your actions follow suit. Research the persona you are trying to speak with - what can you give them that is of value and/or what do you have in common with them? If there is a way to get a warm intro take it 100% of the time - you will get much more engagement and time with the persona. Pre-games: Write out potential objections and how you manage them.
Hopefully, some of that is useful for people. :)
from University of Cambridge in Windsor SL4, UK
Many great ideas have been shared already but just get cracking. Cold calling is an art and you will improve if you keep at it.
Also don’t forget that it’s like taking a cold shower, I.e you hardly ever look forward to it, so you just got to do it. Overtime you will get pretty good at it. Best of luck.