When done correctly, cold calling can be an effective sales tool for a business. However, many companies either do not use cold calling, or attempt it ineffectively. This is due to certain mistakes; here are a few of them: 

• Reading From A Script. There is nothing more boring to a prospective customer than to pick up the phone and hear the caller (after usually miss-pronouncing their name) to launch into a written script. This screams of a complete lack of professionalism, as well as making the customer feel like just another name on the list, rather than as someone special.
• “You have been selected”. This dreaded cliché sounds as phoney as it is. Think about it. Why in the world would the customer be selected by a company that has probably never done business with them before? Is it the customer’s lucky day? They usually don’t think so.
• Lack of Passion. This is related to script reading. Many callers sound like they are human zombies, just going through the motions. If there is anything to cause the customer to hang up, this is it, and this leads us to the next mistake.
• Failing to connect emotionally with the customer. If the caller sounds bored and mechanical, the listener will pick it up. After all, if the caller is not excited about the offering, why in the world should the potential customer be?
• Giving opportunity to say “no”. Anytime the caller asks the prospective customer a question, there should never be the opportunity for the customer to say “no”. For example, instead of: “Would you like to have one of our sales reps come out next week?”, the correct question should be: “Our reps will be in your area on Tuesday and Thursday. Which day is more convenient for you?”. This gives the customer a choice, and produces far superior results.
• Not targeting the calling prospects. Working off a random list should be avoided if at all possible. If the target list can be narrowed to customers who have bought similar products/services in the past, the calling campaign will be more successful.
• Not doing it. This speaks for itself. To succeed, the callers must make the calls. It is really that simple.

Avoiding these mistakes will make cold calling a profitable activity for your business.

Related posts:

• What to avoid when cold calling – part 2
  If you're just getting started in the sales process, or if you're updating your sales procedures in the hopes of getting better results, chances are your cold calling scripts ...
• The Four Major Steps in Sales
  By definition, a sale is the act of meeting prospective buyers and providing them with a product or service in return for money or other agreed upon compensation. A sale is an...
• What to avoid when cold calling?
  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 t...
• How To Approach Cold Calling
  There is no question that cold calling is not at the top of anyone's favorite activity list. The common objections are: I don't want to bother anyone They probably...