4 Classic Cold Calling Mistakes

As a sales professional, cold calling is your only chance to make a first impression. It’s the most direct form of prospecting, and it requires skill and finesse to get right. We’re going to break down four mistakes that you should avoid when cold-calling prospects.

1) Talking too much with prospects - As soon as they answer the phone, don't ask questions or try to pitch them on anything! Get straight into asking if they are the correct person for you to speak with about  (some situation). If they say no, ask them to recommend the correct person for you. If they say yes, ask if it’s convenient for you to talk now. If it’s not, politely end the call by asking them when would be a good time.

You should only start talking when you're asked a question about yourself or your company. If you ask the right questions, you'll keep the prospect engaged and they will naturally ask you a question.

2) Not setting appointments - The only reason to call someone on the phone is to set up an appointment. After you get their interest, continue by asking them when would be a good time for you to reach out and get together for further discussions. If they’re not available, ask if there’s someone else in their company who may be better equipped to meet with you.

3) Not following up after calls - You should always follow up after your initial cold call (and email). For email, send one that says something like “I really enjoyed speaking with you today and would love to follow up with you over the next few days. If you go to a busy email system, “We’re not currently hiring for such and such position.” For phone calls, try to call back within two hours of your initial call and ask the same question again. (i.e., when is a good time to reach out?)

4) Not understanding their needs - The range of potential objections that can come up while prospecting are nearly endless, but they all boil down to one thing: Not understanding your prospect's needs. You'll be able to quickly identify the prospect's needs by asking a ton of qualifying questions. The point is that you're not there to pitch; you're there to get their interest and learn how you can help them.

So how do you avoid these four common cold calling mistakes? Keep this story in mind:

Once upon a time, a famous salesman set out on an important sales call. When he arrived at his destination, he noticed that the door was closed and locked. He knocked on the door and rang the bell with no success, so he decided to take out his letterhead and write a note saying, "I’m here regarding your need for...(fill in your product or service)." When he did this, a lady came to the door and said, “I don’t have time for sales today. My husband is out of town on business and I’m hosting a dinner party tonight. Can we talk later?” The salesman politely replied, "Please hold while I write down my information." The lady returned with the same reply two more times. At last, the salesman realized that his need was not understood, so he decided to write her what she needed: "I am a leading expert in ___ (fill in your product or service). If you hire me, I’ll help your company grow and flourish." The lady was thrilled to receive this letter and agreed to meet with him. When they met, she told him that she was impressed by his confidence and authority in his letter, but asked if he could write up a proposal for her. The salesman did so and sent it over by email. The lady hired him on the spot. 

This story shows that it is always best to understand the prospect’s need before making your presentation. It’s like taking out your letterhead (or Cold Calling Script) to start writing a proposal before you even get their interest in the first place. These are just a few examples of what you can do to avoid cold calling mistakes.

For more information visit: http://www.coldcallsuccess.com/

By: Naijia Morris, Founder and CEO of ColdCallSuccess.com  www.ColdCallFailure.com

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By ColdCallSuccess / Published March 27, 2012 | Business | Comments Off on 5 Classic Cold Calling Mistakes

As a sales professional, cold calling is your only chance to make a first impression. It’s the most direct form of prospecting, and it requires skill and finesse to get right. We’re going to break down five mistakes that you should avoid when cold-calling prospects.

1) Talking too much with prospects - As soon as they answer the phone, don't ask questions or try to pitch them on anything! Get straight into asking if they are the correct person for you to speak with about " (some situation). If they say no, ask them to recommend the correct person for you. If they say yes, ask if it’s convenient for you to talk now. If it’s not, politely end the call by asking them when would be a good time.

You should only start talking when you're asked a question about yourself or your company.

Conclusion

You should avoid talking too much with your customers, but if you treat it as a conversation and not a sales pitch, you’ll be surprised how willing they are to engage with you. If you’re having trouble keeping up then stop cold calling and practice making direct contact by sending a targeted newsletter or sending a formal request online. You can learn how to make networking calls in Cold Calling Success 2 All those tips will make it seem less like cold calling and more like networking. Remember, the goal of the call is to gain permission, not close the sale.