Cold Calling et Oliver

Vous voulez savoir comment passer des appels à froid efficaces pour atteindre les décideurs et transformer vos prospects en clients ?


L'équipe d'Oliver a déniché pour vous les meilleures astuces pour :

  • Évitez de perdre l'appel dans les 15 à 20 premières secondes,
  • Passez outre les secrétaires et atteignez les décideurs,
  • Commencez un appel de manière à ce que votre interlocuteur s'accroche à vos paroles !
  • Comment éviter de perdre l'appel dans les 15 à 20 premières secondes !
  • Comment travailler avec et autour des filtrages afin d'atteindre les décideurs sans se battre !


The goal of this exercise is to learn how to get around call screeners by working on a creative opening script that your prospects and their receptionists or assistants have never heard in their lives in order to not get you off the line within the first 10 seconds.

To keep track of the quality of your calls, record them, and then critique them. Your goal should be to be different than other callers. And if you want to be in the top 5%, you have to be more interesting, more creative, more credible, more trustworthy and more entertaining than the other 95%.

To achieve this goal, you will have to use words that you don’t know or don’t usually use and this might be a big challenge for some people, because we all have our comfort zones and some people are usually reluctant to try something new. So I urge you to keep an open mind and please don’t be quick to discriminate this or that exercise without being willing to practice it and repeat it 16 to 21 times before using it.

Comment travailler avec et autour des contrôleurs de manière à atteindre les décideurs sans se battre !
The case where you can’t get the name of the decision maker you need to talk to.

If this is the case, the best shortcut when a screener answers your call would be to ask for a department rather than asking to speak to the person who makes the decision on such products or services. For example, you can ask to speak to the sales or accounting department. Simply say “Accounting please”. The shorter your request, the more likely you are to be transferred without having to explain yourself to the receptionist.

Now that you’re in communication with someone in that department, just ask for the name of the decision maker and possibly, investigate a little to see if your product or service would interest the decision maker and why if so. This works especially well with the sales department because salespeople are people who like to talk.

Disons que vous avez découvert que le décideur s'appelle John Customer en parlant à Peter The Salesman, remerciez Peter et demandez-lui de vous transférer à la réceptionniste, ou raccrochez et rappelez.

Vous pouvez maintenant demander à la réceptionniste de parler à John Customer. Ex : John Customer s'il vous plaît et quand elle vous demande qui vous appelle, répondez simplement que c'est M. Peter The Salesman du département des ventes qui m'a demandé de contacter M. John Customer.

La bonne façon de commencer un appel pour que la personne à l'autre bout de la ligne s'attache à chacun de vos mots !

As I said before, the shorter your speech, the more likely it is to succeed. Here is another example of a speech to give to a receptionist when you know the name of the decision maker:

“Hello, Erik Villeneuve for Jean Client please. Thank you! “

This 10-word request IS the most effective one I know of. In fact, just adding thank you at the end, converts your request into an order. And because you named yourself up front, the receptionist won’t ask, “Who’s calling please? “Which will necessarily lead to the question, “And what is this about? “. Moreover, this formula is tinged with authority and the receptionist will imagine that you know John Doe well and that he is expecting your call.

Exemple d'un appel à froid :

Receptionist:” ABC Company hello…”

Me:” Who am I talking to please? “

Receptionist:” I am Marie Marie, receptionist at ABC “.

Me:” My name is Erik Villeneuve from PWM company and I need a favor… “

Receptionist:” Okay. How can I help you? “

Me:” We’re upgrading our records and I need the correct spelling of the VP of Marketing (rather than asking for the name of the decision maker). “

Si vous parvenez à obtenir son nom, raccrochez et rappelez une heure plus tard en utilisant la formule mentionnée ci-dessus.

Le décideur indisponible


If there is only one thing you will remember from this article, it is this: NEVER leave a message if the decision maker is not available!

Why not? Because it’s a waste of time and they probably won’t call you back since they don’t even know who you are or the purpose of your call. Unless, of course, he is a salesperson himself, in which case he will be so disappointed when he realizes that your call was not a sales opportunity, but a solicitation call, that you will be in a negative situation.

Solutions et conseils

So, instead of leaving a message when the operator tells you the decision maker is not available, always try to find the best possible time to reach them. You could respond with something like, John tried to return my call, but since I am still on the phone, we are playing tag. It would be much more convenient for us if I knew the best possible time to call him back later today.

Maintenant, si l'opérateur ne peut pas ou ne veut pas vous donner d'heure de rappel, vous devez être prêt avec une série de questions que vous pourriez poser aux personnes suivantes :

  • Suggérez-vous un début de matinée ou une fin d'après-midi ?
  • Quel est son dernier rendez-vous aujourd'hui ?
  • Ou quand est son premier rendez-vous demain ?
  • Savez-vous s'il a une pause entre ses rendez-vous aujourd'hui ?


En bref, vous devriez avoir 10, 15 ou 20 de ces questions préparées à l'avance afin de pouvoir les multiplier jusqu'à ce qu'elle comprenne.

Encore une fois, rappelez-vous que ces réceptionnistes sont très occupés et que s'ils voient que vous n'êtes pas prêt à abandonner facilement, beaucoup d'entre eux vous donneront les informations que vous cherchez juste pour se débarrasser de vous.

La question négative

When the above layered questions have failed, you can use an exceptionally beautiful trick I call: The Negative Question. So instead of asking your prospect’s assistant the best time to call back, ask her what time NOT to call back or the worst time to call back.

Voici un exemple : “I understand, but then tell me. Are there times when you should NOT try to call him? “

If she answers something like, “Absolutely! In fact, you shouldn’t call him between 9:00 and 9:30 in the morning because he’s still in a sales meeting. ” In short, you just learned what time you should call him, i.e. 9:40 a.m.

Indeed, because although she thought she was telling you when you couldn’t call, in reality she told you that you could probably reach him around 8:45 or 9:40 in the morning because they are either; just getting ready or finishing up their daily sales meeting. Now as a side note, if the receptionist, assistant or filter (as I call them in this article) is really difficult and uncooperative by several times, I simply ask, “What time are you leaving for dinner? “ Why do I ask this question? Because I’ll call back when he (the filterer) leaves for dinner, I’ll call back to address his replacement who is probably not as well trained as this head filterer and you’ll have much more success when they’re gone to dinner. If that fails, don’t be afraid to talk to someone else in the department.

Notez que la personne chargée du filtrage peut se trouver au deuxième étage. Cela excuse le fait qu'il ou elle peut ne pas être au courant de l'emploi du temps du décideur. Si c'est le cas, demandez à être transféré vers quelqu'un qui connaît l'emploi du temps du décideur.

Pourquoi vous devez éviter à tout prix de laisser des messages vocaux !
As mentioned above, as much as possible, never leave voicemails. Why not? Simply because they are a huge waste of time, a waste of energy and a source of frustration for you, because when you do, you put the ball in your prospect’s hands and clearly, you are no longer in control of the situation.

Mais s'il n'y a pas d'autre option que de laisser un message vocal, je vous invite à faire preuve de créativité si vous voulez garder le contrôle.

Here’s an example of a creative voicemail: “Hello, this is Erik Villeneuve. My number is 514-900-3700. Please call me at your first availability. I have critical information about…” At this point in your voicemail message, hang up. Literally, hang up at that exact moment. Right in the middle of the sentence. As crazy as it sounds, you will get a high percentage of callbacks. In short, people will call you back to find out what the rest of the message was about. Again, don’t doubt the power of this trick until you’ve practiced it repeatedly and mastered it to perfection. Once you’ve tried it, you’ll see that it really works.

Une heure de rappel précise

L'autre chose que vous pouvez faire est de leur donner une heure précise pour vous appeler.

Exemple : " Bonjour, c'est Erik Villeneuve, il semble que vous et moi n'ayons pas beaucoup de temps pour discuter d'informations critiques sur vos concurrents. Si vous pouviez me téléphoner aujourd'hui entre 14h45 et 14h50 ou demain entre 10h10 et 10h15 seulement, ce serait grandement apprécié. Mon numéro est le 514 900-3700. Je peux partager avec vous cette information essentielle en moins de 90 secondes.

Les mots clés sont :

  • Que c'est une nouvelle pour eux et que vous utilisez des mots sensibles comme le temps et que c'est critique.
  • Qu'il s'agit d'une information sur leurs concurrents qu'ils ne connaissent peut-être pas.
  • Que vous avez également dicté des moments précis pour vous rappeler, ce qui donne l'impression que vous êtes extrêmement occupé et important.
  • Que vous avez également mentionné que le rappel ne nécessitera que 90 secondes, de sorte qu'ils n'ont pas à craindre un appel prolongé.
  • Ceci étant dit, vous devez toujours avoir une nouvelle critique à annoncer et vous devrez, encore une fois, faire preuve de créativité à cet égard.


In our case at Astuel, I might announce a news item such as, “Hello Mr. Prospect. So this is the new review I was referring to. A close competitor of yours, whose name I naturally cannot disclose, is about to launch a telemarketing campaign to contact their competitors’ star salespeople, to entice them to come work for them. ” End of 90 seconds.

Rassurez-vous, c'est maintenant Monsieur Prospect qui veut prolonger la conversation, et je vais en profiter pour lui dire qu'il pourrait faire de même grâce à nos services et pour fixer un rendez-vous. Ce qui, après tout, était le but de mon appel.

Encore une fois, n'oubliez pas que votre objectif doit toujours être différent de celui des autres.

Une bonne structure pour un appel à froid est la suivante :

  1. Présentez-vous et présentez votre entreprise ;
  2. Dites-lui pourquoi vous l'appelez.


Le cadre très occupé

Executives are very busy people. If they interrupt you and say they are not interested or they are too busy to talk or they are happy with what they have now or you should tell them something that will make them smile. But before I give you an example, know that people are programmed to say no, but curiosity will always win out over programming.

Remember, no one gets up in the morning and says, “Oh I hope a salesman calls me today to sell me a widget. “

Voici un exemple :

Me: “Good morning Mr. Prospect, This is Erik Villeneuve from Astuel Virtual Assistant Agency. I’m calling today to sell you on the benefits of hiring virtual assistants versus traditional assistants. “

Mr. Prospect: “Mr. Villeneuve, thank you for your call, but we are perfectly happy with the way we are operating right now and besides, I really don’t have time for you this morning. “

Me: “Mr. Prospect, if you’re like most busy executives, I know you may be busy dealing with situations as big as if there were alligators in the company yard and someone forgot to drain the swamp, right? “

Please note that when I say this stuff, I have a smile on my face and in my voice because I want it to be entertaining and not boring. The way you deliver this message is very important. That’s why you need to practice it often.

Maintenant que vous avez fait sourire les gens, et que vous venez d'obtenir un oui à votre question d'ouverture, profitez-en pour continuer sur votre lancée.

Me: “Mr. Prospect, I know how valuable your time is, so I promise to be super quick.

Mr. Prospect: “You have two minutes, Mr. Villeneuve. “

Me: “Mr. Prospect, the advantages of hiring virtual assistants versus traditional assistants are numerous. But to name only two; saving money and increasing productivity. If I may, I would like to add that when you hire one of our virtual assistants, you are not hiring an assistant, but a team of experienced assistants. You don’t have to hire them (and you know how heavy hiring can be on your management resources) and train them, so there is no loss of productivity. And so on. In short Mr. Prospect, would you be available this Wednesday at 2:00 pm or Friday at 10:00 am for a meeting at your offices? “

Mr. Prospect: “Okay for Friday at 10:00 a.m., Mr. Villeneuve. Villeneuve. Send me the calendar invitation. “

Me: “Thank you Mr. Prospect. My virtual assistant will take care of the calendar invitation and see you on Friday at 10:00.

End of conversation. I say conversation, because my first goal on a cold call is to turn a cold call into a conversation.