The Top Four Annoying Cold Call Mistakes of All Time
Posted: Saturday, March 05, 2011
by Michael Schell
Thought Leader Publications & Training
Foundation: The reason most sales people feel they're annoying a decision-maker when making cold call is because they have a completely annoying approach!
Mistake Number One: "How Are You?"
So there you are, sitting in your busy office... working like a madman. All of a sudden the phone rings: "Hello John, this is Marielle calling from ABC Co... how are you?" You have no idea who Marielle is because you've never spoken to her in your life. But you're pretty sure that she's a salesperson.
Mistake Number Two: A Lack of Research before the Call.
I can't tell you how many people have cold called me without having a clue as to what our company does. Very annoying! Hang the phone up immediately because you haven't earned the right to sell me anything.
I've heard salespeople say "but I don't have time to research the company before making a simple cold call." You don't have time? The fact is, you don't have time NOT to! Today's time-deprived decision-makers only give meaningful airtime to those who earn it. The time you spend preparing is what will separate you from much of your competition. If you approach cold calling as being about quality versus quantity you'll be much more effective.
Mistake Number Three: Technical Jargon and Acronyms
Many cold callers use technical jargon and acronyms that the person they're calling doesn't understand... highlyannoying.com! Remember: people communicate more readily with people who are down to earth and authentic. Because the first 30 seconds can make or break your call, you need to ensure your opening statement (and the rest of the call) speaks to their language, not yours. This is not the time or place to impress somebody with big words and technical knowledge.
Mistake Number Four: The Monologue
This is a kindergarten level "show and tell" style of communication. Yet most cold callers take a disrespectful approach where they don't allow you to get a word in edgewise. Unbelievably annoying.org! The buy-sell equation is a two-way street, so if you're not asking at least one meaningful, thought-provoking question during a cold call, you're not properly prepared. In addition, you need to ask a few transition questions along with one qualifying question. So if you don't have those in your back pocket, don't even think about picking up that phone!
Do the right thing and craft an outline you can follow. Then rehearse it over and over again until it sounds conversational and invites meaningful dialogue. Otherwise you're wasting the prospects time along with your own.
If you craft an engaging approach that omits these four highly annoying mistakes, then you increase your chances of success dramatically. Most of the decision-makers I've interviewed say over 90% of the cold calls they receive are completely ineffective. Make sure you're the breath of fresh air!
Michael Schell, President of Thought Leader Publications & Training, is an engaging speaker, trainer and author who licenses and conducts the Buyer-Approved Selling Workshop across North America. His five books, include "Winning Sales Advice," "The Customer Approved Small Business" and "Human Resource Approved Job Interviews." His books and workshops are based on interviews with key decision makers from companies like DaimlerChrysler, Oracle and Hyatt Hotels. Download your free research-based reports: 3 Winning Sales Approaches / How to Annoy Decision Makers...Guaranteed! (Learn what NOT to do!)at http://www.thoughtleaderinc.com
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