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What to avoid when cold calling?

28 November 2011 7 Comments
Cold calling – the nemesis of all sales people.  It is the definition of rejection and can impact on the success of anyone who tries it.  On the other hand, it can be a road to increased sales, meeting your quota and filling your downstream pipeline. If you are wondering what to avoid when cold calling, here are some hints.
 
The first thing to remember is that cold calling is a game of probabilities.  You will get turned down by a large percentage of the people you call.  What that means, however, is that you will succeed with some.  And to increase the number of successes, you need to make more calls. 
 
What to avoid when cold calling?  The first thing to avoid is to ignore your potential customer.  Draw them in – open them up.  At the end of every statement, ask for their approval or observation.  Get the potential customer into the repetition of approving every step that you take.
 
“Have I reached Mrs. Smith?”  is a good opening line.  And wait for them to respond.
 
Identify yourself and make them feel more comfortable.  Ask if they can use your help.  “My name is John Smith and I help homeowners keep their homes up to date.  What are your problems with home maintenance?”  And wait for their response.
 
Target the benefits of your product and not the features.  “We keep your home warmer at a lower cost than any other product in the market.  Would it be helpful to you to reduce your energy bills?“
 
As the conversation progresses, move to a closing commitment.  “We can show you our product in the safety of your home.  Can we come by tomorrow at 3, or would it be better on Thursday at 5?”.  Let them choose or offer an alternate time.
 
Use “W” – open them with questions starting with a “W”.  Why, who, when, what are all questions that lead to a response.  And follow with “Is that OK?”.  A stream of questions and answers will help you learn what to avoid when cold calling and will help you to increase the odds in your favor when you do. 

As annoying as cold calling can be, it is a game of probabilities and the more you do it, the more sales you will make. 

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  • http://twitter.com/daniellelyn Danielle Lyn

    Great tips. Asking questions and listening is HUGE when cold calling. I recently posted a blog about the 7 Ways to Make Cold Calling Less Dreadful for All. How to make it easier on yourself and the person you are calling. Please check it out! http://itsdanielle.wordpress.com

  • Pingback: What to avoid when cold calling? | Il Commerciale – The Salesman

  • Jim Dyson

    Great list

  • Anonymous

    Hi Danielle,
    thank you for commenting! I like your list too. Keep on doing what you’re doing!

  • The Irreverent Sales Girl

    My favorite way to open a cold call is to say, “Hello! I am ………, you don’t know me.” Then, wait a beat, tell them why I’m calling (and I must have a good reason) and ask them if they have time to talk.” THEN, I’ve got permission or a clear NO! “You don’t know me” works beautifully as a way to start an honest relationship….Followed by a reason that THEY are likely to care about.

  • http://www.alenmajer.com Alen Mayer

    You are not misrepresenting yourself or lying or pretending you know the person – I like it!

    Only thing I am not doing is to ask if they have time to talk – if they are busy (and they are) they will tell you that. If you ask if they have time they can say No, but tell me why you are calling and you are not neutralizing them but creating a negative emotion.

    However, if it works for you – excellent!

  • Barry Morris

    When I cold call I never leave a voice mail UNLESS I have already had a conversation with that person, however, voice mails generally have no impact and get deleted.