Have you noticed that the old "tried and true" cold calling techniques which were once successful have completely lost their effectiveness over the years? They just don't work anymore. But many salespeople are still use them because that's all they know. They're working from that old, ineffective cold calling mindset. And they're making the same mistakes over and over again. I'd like to talk about 4 classic cold calling mistakes from the old traditional approach that will put you on the wrong path if you're not careful. 1. Deliver a strong, enthusiastic sales pitch People almost always feel "pushed" by sales enthusiasm, especially when it's coming from someone they don't know. You see, a strong sales pitch includes the unspoken assumption that your product or service is a great fit for the other person. But think about it. You've never spoken with them before, much less had a full conversation. You can't possibly know much about them at this point. So to them, you're just another salesperson who wants them to buy something. And so the walls go up. It's much better to modestly assume you know very little about your prospect. Invite them to share some of their concerns and difficulties with you. And allow them to guide the conversation, rather than your pre-ordained strategy or pitch. 2. Your goal is to always make the sale When your target in cold calling is to always make the sale, prospects are aware of your agenda. And almost immediately, they're on the defensive. After all, you're primarily focused on yourself and the sale - not on them. In the old traditional mindset, you forge ahead with the hope of getting a sale. You're coaxing, persuading, and pushing things forward. But most cold calls break down the moment the other person feels this sales pressure. Why? Because they don't know you, and they don't trust you. So the sales momentum you're trying to create actually triggers a backlash of suspicion and resistance. They're trying to protect themselves from a potential "intruder" with what appears to them as a self-serving agenda. Instead, you can approach cold calling with a different goal. Your focus can be on discovering whether you're able to solve a problem for the other person. When you become a problem-solver, this feels vastly different to the person you're talking to. You're not triggering rejection. You're calling with 100 percent of your thoughts and energy focused on their needs, rather than on making a sale. 3. Focus on the end of the conversation - that's when sales are lost If you believe that you lose sales because you've made a mistake at the end of the process, you're looking in the wrong direction. Most mistakes are made at the beginning of a cold calling conversation. You see, it's at the beginning that you convey whether you're honest and trustworthy. If you've started out your cold call with a high-pressured sales pitch, then you've probably lost the other person in just a few seconds. When you follow a sales script, strategy, or presentation, then you're not allowing a natural, trusting conversation to evolve. So the "problem" has been put into motion by your very first words. So the place to put all your focus is at the beginning of the cold call, not at the end. 4. Overcome and counter all objections Most traditional sales programs spend a lot of time focusing on overcoming objections. But these tactics only put more sales pressure on your prospect, which triggers resistance. And you also fail to explore or understand the truth behind what's being said. When you hear, "We don't have the budget," or, "Call me in a few months," you can uncover the truth by replying, "That's not a problem." And then using gentle, dignified language, you can invite them to reveal the truth about their situation. So move away from the old sales mindset and try this new way of approaching your cold calling. You'll find yourself being more natural, and others will respond to you in a much more positive way.
Well - that is, if the person on the other end of the phone lets you.
There's the problem with traditional cold calling techniques and strategies isn't it? Your prospects know right away that you want to sell them something. And they're usually just not very interested in talking with you about it.
People put up shields when you primarily talk about your product or service. They sense you're only interested in making a sale - not in what's important to them.
So it makes sense to move away from that old, tired cold calling approach. Focus instead on building a conversation with the other person. You'll become more personable, and your prospect will know you're interested in their world.
So lets take a look at 4 important keys to building a great cold calling conversation:
1. Create an Opportunity for Dialogue
A really great conversation starter is, "Hi...maybe you can help me out for a second?" When you ask people for help, it's not a sales technique. You're genuinely asking for assistance. You're looking for input to some questions you're going to be asking just a little later.
You know, when you open your cold call with this question, people almost always respond by saying something like, "Sure, how can I help you?" That's a normal human reaction.
So now you can continue with your question. It might be something close to "I'm just giving you a call... to see if you'd be open to different ideas around reducing revenue loss from vendor overcharges?"
Now you've opened a dialogue. And even better, you're focused on the other person's world, not on your own.
2. Speak Naturally
Remember to talk in a very relaxed, casual tone. Most people get over-enthusiastic when they make a cold call. It sounds really artificial, and prospects identify you right away as someone who's trying to sell them something.
So talk in a low-volume, non-hypey tone of voice. Just be yourself. This is how conversations go in a normal presentation. And it's also the best way to have a conversation in the world of cold calling.
3. Stay Interested in the Conversation, Not the Sale
Here's the hard part about building cold calling conversations: you can't have a sales agenda, even if you think you're pretty good at covering it up.
If you're still following the old traditional cold calling mindset, it'll be nearly impossible for you to stay genuinely involved in the conversation process. Instead, you'll always be thinking about how you can move things forward into a sale.
And most prospects feel that. They sense your agenda, and they react with at least a little suspicion. Remember, your prospects don't even know you yet. They don't know you, and they don't trust you yet. So it's important for you to talk with them without trying to maneuver things into a sales outcome.
4. Focus on Their Problems
So if you're not going to talk about your product or service, what do you talk about?
Well, you focus on the other persons problems. You focus on their problems, and invite a discussion about whether or not your solution might solve one or more of them.
Most people respond warmly and readily to conversations around their issues. It's the best way build a trust-filled connection.
You must understand this isn't just some sales tip or gimmick. It's a crucial step to creating an honest interaction in your cold calls. When your prospects realize that your goal isn't to persuade them to buy your product, but rather to understand their world better, they'll relax more. A productive, genuine conversation can emerge from that place.
So think about the possibilities of building a conversation rather than making a cold calling sales pitch. You're a real person, talking to real people. You'll be talking with others rather than talking at them. Everything is less artificial. And others are more willing to welcome you into their day.
Both Ari Galper & Adam Price are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Ari Galper has sinced written about articles on various topics from Start Online Business, Telemarketing and Sales and Negotiation. Ari Galper, founder of Unlock The Game, makes cold calling painless and simple. Learn his free cold calling secrets even the sales gurus don't know. To receive your 10 free audio mini-lessons visit. Ari Galper's top article generates over 3600 views. to your Favourites.
Adam Price has sinced written about articles on various topics from Finances, Business Marketing and Sales Training. Adam Price is a professional online business networker, sales trainer and author around effective referral networking & internet marketing. Learn how tap into the powerful online world of networking, sales and trust building by visiting:. Adam Price's top article generates over 40500 views. to your Favourites.