Some people say cold calling is dead. I disagree. It can and should be part of many people’s mix of business development activity. And it is a skill that can be learned. I will agree however, that there is never a queue to cold call.
1. Lack of the Right Type of Preparation: Certainly you can prepare by researching your prospect, but do you prepare yourself mentally, physically, emotionally? Do you treat every call as if it’s your first? Do you stand up when you call? Do you recognise how your physiology, posture, breathing etc affect your call and how you sound? Do you prepare yourself and actively go for the “no”?
2. Sounding Like Every Other Person Selling Something: Are you just another salesperson on the phone? Do you sound like you’re selling something? Do you break the pattern so they can’t get you off the phone in the first 10 seconds by making them curious, by engaging them in your call?
3. Defending When Under Attack: When you’re under attack do you defend or fall back? Who handles their objections – you or the prospect?
4. Begging for a Meeting: Do you get invitied in or do you have to beg for a meeting? Do you use obvious deception and clumsy tactics? Do you qualify “easy” just to get in front of someone or do you qualify “hard” to make good use of your time in the field? Do you think “I’ve got a hot one” or do your alarm bells ring when you hear “Why don’t you come in and show me what you’ve got? We’re always interested in learning what’s new in our market.”
5. No Upfront Contract: What do you do in the first 30 seconds of a cold call by phone to get your prospect to commit to give you a decision at the end of your call? Do you steal your prospects time or do you tell them why you’re calling, how long the call will take, give them the power to say “no” and agree that if there is a fit you will either talk further or agree some next steps to advance your dialogue? Do you agree what your role will be and what their role will be?
There are hundreds more mistakes. You may even have thoughts on these you want to share. Now, post your thoughts. I’d welcome your comments and personal experience.
Marcus Cauchi 