Category Archives: Cold Call

What is the Goal of a Cold Call

What is the Goal of a Cold Call?

The goal of a cold call has been widely argued and for good reason.  It is where salespeople make a crucial mistake in their expectations.  And they do it in 1 of 2 ways:

1. They don’t expect enough

Many salespeople use a cold call to “Say hello” and “Introduce myself” and “Send some information”.  They don’t typically have much of a plan beyond that.  They may do a slight pitch of some kind but there are typically no concrete next steps.   They usually ends up logging a lot of phone time with very little results.

2. They expect too much

Some salespeople expect to go through an entire sales cycle on a cold call.  By the end of the call they have pitched their entire solution and are ready to send over a contract.  I have heard this referred to as “show up and throw up” (or would it be phone up and throw up?)  While this methodology certainly gets a lot of contracts out the door (which take a lot of time to produce) they typically take a long time to come back (like almost never).

Both of these mistakes are frustrating for the salesperson and often result in him or her looking at alternative ways to find business, never to cold call again.

The challenge in cold calling is that no one blocks time out of their day to answer them.  Every cold call by its very definition is unexpected.  It can last 30 seconds or 30 minutes.  The salesperson has no way of knowing because the prospect is in control and can hang up at any time.

So…..knowing the prospect can hang up at any time…..what can a salesperson reasonably expect to get out of a cold call that has value?

More time.

To put it simply, the best thing a salesperson can reasonably expect to get from a cold call is an APPOINTMENT.

An appointment is expected.  An appointment has a time frame.  An appointment gives a salesperson the best opportunity to qualify a prospect for their product or service.  On an appointment the salesperson is in control.

Most salespeople fail, not because they can’t sell, but because they don’t get enough time in front of enough prospective buyers.  When a salesperson ends a cold call with an appointment it means they have gotten permission to spend time in front of a prospective buyer!

What has more value than that?

As always i welcome your comments.  Thank you all for reading!

About Leigh Harris

Sales Trainer

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HOLY GRAIL by Nada Mesqui

I believe cold calling is a holy grail of sales and anyone who wants to call themselves a sales person should have a significant experiance in cold calling. Why I stand firmly behind this statement is only because I have had many different sales experiences (direct, B2B, B2C etc.) and at the end it all comes down to you and the consumer in front of you, or as some of my collegues call it- human to human approach. Continue reading HOLY GRAIL by Nada Mesqui

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Setting Up Your Cold Calling Script

cold-calling-script“Should I follow a script when cold calling?” A few of the benefits for introverts of using a cold calling script are:

  • You can practice reading from it before you call to help you sound more knowledgeable, professional, and in control (introverts love to be prepared!)
  • The script contains a list of common objections, with suggested responses
  • Reviewing the script will allow you to become more familiar with your product/service

However, there are a few disadvantages of using a cold calling script: Continue reading Setting Up Your Cold Calling Script

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Cold Calling for Introverts: Words to Avoid

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 will be getting at least some of the attention. If so, you may just be wondering what to avoid when cold calling, and in this article, we look at a few words that are definitely not sales friendly! If you’re ready to learn more about what to avoid when cold calling, in terms of your sales ‘vocabulary’ read on!

Continue reading Cold Calling for Introverts: Words to Avoid

Alen Mayer

About Alen Mayer

Alen Mayer lives, eats and breaths sales and combines over 20 years of experience in international sales and business development with the persuasion, psychology and magic of NLP; by attending his training you’re sure to enjoy your time receiving the most advanced sales knowledge available! He is one of the Top 25 Sales Influencers for 2012, published author of 4 sales titles, Certified NLP Trainer, Autogenic Training Master Practitioner, and Certified Sales Professional. Learn more tips by signing up for his weekly sales tips at www.weeklysalestips.tv. Visit: www.alenmayer.com for information on how to use NLP to grow your sales and how to sell to introverts.