There are no magic tips guaranteeing successful cold calls. But there are six mistakes that may ensure failure and rejection.

1. Making it about you and not them. Prospects don’t care about your quota or what you want to do. They’re only concerned about how your product or service will save them money or help them do their jobs better. You’re making the call about you if you don’t prepare adequately or research the prospect thoroughly. Ask yourself what your prospects want and how you can possibly help them get it.
2. Trying to go through, around, over or above the screener. Some salespeople forget that screeners hold the key to the buyer’s door. Salespeople who try to be evasive or fail to show screeners the proper respect usually have no chance of talking to the decision maker. Those who work with screeners instead of against them have a much better chance of meeting with the decision maker.
3. Using opening statements that create resistance. Studies show you have about 10 seconds to grab a prospect’s attention. A general opening statement about your product or service without an accompanying benefit gives prospects the opportunity to make an immediate decision such as “We don’t need that” or “We’re satisfied with our present supplier.” You have to earn the right to a prospect’s time by communicating some value in your opening statement.
4. Inadequate questioning and premature elaboration. Talking about yourself and your products without first asking questions may cause you to say things that are of no interest to the prospect. By questioning before presenting, you ensure that your description of benefits matches the prospect’s needs. A good cold call is always based on gathering information and then forming the best solution for the prospect.
5. Not “ritualizing” cold calls. The best cold callers set aside a certain time to devote to cold calls. How much time and when depends on what they’re looking to accomplish. It’s easier to get into the right frame of mind when they concentrate only on making cold calls.
6. Leaving voice mails that create resistance. The goal with voice mail needs to be the same as with an opening statement: Put prospects in a curious, interested frame of mind and get them to want to meet with you. Voice mails should not be tricky, gimmicky, evasive or deceptive. When you prepare your interest-creating opening, be prepared to deliver it as your voice mail message. It’s a good idea to add a date and time when you’ll be calling back to provide more information to the prospect.

Adapted from the book Cold-Calling Mistakes that Ensure Failure and Rejection by Art Sobczak, a sales consultant.

Tags: cold calls, mistakes, opening statements, successful cold calls