Cold Calls that Don’t Suck: How to Turn ‘No’ into ‘Know More’ in White-label Software Sales

Cold calling remains a polarizing aspect of white-label software sales. For some, it’s a thrilling dance of persuasion, a chance to turn a stranger into a loyal customer. For others, it’s a cringe-inducing experiment and an opportunity for rejection. But for white-label software entrepreneurs and sales professionals, cold calls are an unavoidable reality. Unlike large companies with marketing budgets the size of small countries, we build connections through individual conversations and relationships.

At textLIVING, we’ve built a thriving software business around our all-in-one customer loyalty and text marketing platform, and guess what fueled our success? Countless phone calls, tens of thousands of conversations, and a whole lot of learning. Over the past few years, we’ve refined what we’ve learned with our white-label partners as they navigate the challenges of building their own software business. In this blog post, we want to share the secrets to making cold calls that don’t suck, turning “no” into a resounding “know more.”

6 Rules for Cold Calls that Convert

Here are a few essential principles to remember when making cold calls for white-label software: 

​​Rule #1: Add Value First, Pitch Later

Ditch the idea of pitching your product in a cold call. Instead, focus on adding value from the first moment. Be a problem solver, not a product pusher. In a cold call, all you’re selling is the next step: a conversation where you can demonstrate your expertise and spark their curiosity.

Rule #2: Confidence is Key, Brevity is King

Remember, you’re interrupting someone’s day, so respect their time. Be confident, clear, and concise in stating the reason for your call. Skip the generic greetings and get to the point of your call to capture their interest and mitigate their defensive stance.

Rule #3: Ignite Conversation by Being Human

Remember, sales is all about people connecting with people. Ditch the script and embrace the natural flow of conversation. Ask open-ended questions, actively listen to their responses, and engage them in a dialogue about their business. Let them talk, let them reveal their needs, and build rapport through genuine interest. 

Rule #4: Listen Like a Jedi Master, Respond with Powerful Questions

It’s inevitable that prospects will throw up roadblocks. But instead of panicking, listen carefully to their rebuttals. Acknowledge their concerns, and then dig deeper with a well-crafted question that opens the door to further conversation. Remember, sometimes the most powerful sales opportunities are tucked away in initial rejections.

Rule #5: Practice Makes Perfect (and Less Awkward)

Nobody nails a cold call on the first try. Practice your pitch, role-play with colleagues, record yourself, and learn from every interaction. The more comfortable you are, the more confident and engaging you’ll sound.

Rule #6: Always Get an Email Address (and Try for a Cell Number)

Always, always aim to get an email address before you hang up. A text number is even better, but take what you can get. This opens the door for further communication and keeps the conversation alive.

Hook, Line, and Demo: Crafting the Perfect Software Sales Cold Call Structure 

Every call needs a backbone, but don’t get bogged down in rigid scripts. Our ProTalks session outlines a simple, effective structure for the conversation. But use it as a guide, not a cage.

Step 1: Greeting

First impressions are crucial, and studies show they are made within seven seconds. We’ve found the best way to earn attention and peak interest is to ditch the generic “Hi, how are you?” and grab their attention with a personalized opening. Mention a mutual connection, a shared interest, or something specific about their business.

Sample Script: Hi [Name]. My name is Joe, and my family and I had a great time at your restaurant a few nights ago…” 

Step 2: The Value Bomb

Don’t waste time on introductions for too long. Get straight to the point and clearly articulate the value you bring to the table. Keep it concise, impactful, and relevant to their needs.

Sample Script: We help businesses like yours build a customer loyalty program that enhances customer engagement and increases repeat visits by 20%.

Step 3: The Curiosity Catalyst

Throw out a compelling question that sparks their interest and invites them to engage in a deeper conversation. Think of it as a teaser or a trailer for the amazing solution you’re about to unveil.

Sample Script: 

You: Do you currently have a way to automatically bring back up to 25% of your lapsed customers each month? 

Prospect: No.
You: Is that something that interests you?

Prospect: Yes.
Your: Great! Well, this is one of many tools in our platform that will help you increase your sales and build stronger relationships with your customers.

Step 4: The Rebuttal Rebound

Anticipate objections and prepare thought-provoking responses that address their concerns and keep the conversation flowing. Remember, “no” doesn’t mean the end. It’s just another opportunity to connect and demonstrate your value.

Sample Script: 

Customer: We already have a loyalty program. 

You: Great! I’d love to learn more about what’s working well for you. Perhaps textLIVING could complement your existing program by adding personalized automation and targeted communication.

Step 5: Get The Win 

Ideally, you’ll land a demo meeting on the spot. But if not, don’t despair. Secure their email address, schedule a follow-up call, and leave them with a sense of anticipation for what you have to offer.

Sample Script: I’d like to schedule a demo to show you our platform and specific data from similar businesses. How does your schedule look this Wednesday afternoon? 

Unleashing the Power of Effective Cold Calls in Software Sales

Mastering these rules won’t guarantee success on every call, but it will equip you with the tools to turn ‘no’ into ‘know more’ and build a thriving white-label software business through the power of conversation. Remember, cold calls are more about building initial relationships than they are about closing a sale. 

If you’re looking for a way to enhance your software sales skills, check out our ProTalks Session Cold Calls & Elevator Pitches: Secrets to Making a Good First Impression in Software Sales or explore additional resources for managing a white-label software business