It’s interesting, sales people are never asked why they hate cold calling? They’re just asked or, forced to do it. The question isn’t if cold calling is effective, but rather the never ending need and pressure to prospect together with managements’ lack of an alternative to cold calling.

 

That being said, whether cold calling or other forms of prospecting are necessary or effective isn’t the question. The question is, if we need to find new clients and business, then the answer of course, is an absolute yes.

 

What is it that we find so repugnant about cold calling? Why do we go so far out of our way to find alternatives, to employ just about any other tactic than cold calling to achieve our new business ambitions?

 

The reasons are pretty simple and, no, it isn’t your fault.

 

If you’ve been in B2B sales for any length of time, chances are you have been subjected to and required to practice cold calling or prospecting using methods that aren’t exactly in concert with the world we do business in today.

 

Previous themes on this blog have alluded to some of the problems with what you’ve been exposed to, but the real truth needs to be flushed out.

 

What is the truth? The truth is that for years, B2B sales people have been asked to compromise their dignity and reputation by participating in disingenuous (maybe dishonest) prospecting techniques.

 

The truth is, that as a profession, we have bought into and participated in cold calling techniques that by their very nature, are certainly guaranteed to provoke the wrath and indignation of the very people we’re trying to engage with.

 

Most cold calling techniques were developed years ago; a time when prospects had less on their plate and temperaments less challenged.

 

Most sales professionals hate cold calling because it inevitably results in them being treated disrespectfully and rudely.

We hate cold calling because it rarely projects an image that is in concert with how we perceive ourselves, or how we want to be perceived.

We hate cold calling because it requires a massive effort for not a great return. Think of the old “I made 50 cold calls today, reached 10 people of whom 3 would talk with me”

 

Want an alternative?

• First of all, try treating prospects on the phone the same as you would a close colleague or friend. Using the phone to prospect isn’t the problem; it’s how we’ve been trained to use it.

• Successful phone prospecting doesn’t need to be achieved on the first call attempt. If someone says they can’t talk, for goodness sake, listen to what they are telling you. They can’t or don’t want to talk. Pushing the matter by using “old world” tactics like asking “when would be a better time” or “would you be free tomorrow” only ignite the prospects contempt and, for sure, label you as a cold caller. If you called a close friend of yours and they said, “I can’t talk right now”, what would be your response? Probably, “no, problem, bye”. Next time a prospect says, “I can’t talk”, try saying “no problem, I’ll call another time”. You’ll be surprised how less hostile that same person will be on your next call attempt.

• Forget what you’ve been taught about launching into a “script” or “value proposition”. What ever happened to good manors? Ask the prospect if you can take a short and reasonable amount of time to explain whom you are and why you’re calling. To not do so is not only presumptuous, but frankly, rude.

• Stay away from conclusive statements like “I have a solution to your problem” or “I can save you money” because the fact is, you may, or may not be able to deliver on the statement. Prospects hate this kind of approach because it isbased on assumptions that at best are just that, assumptions.

• Steer a wide berth around cliché cold calling verbiage that will immediately identify you as a cold caller. Examples? How about “We’ve recently saved your competitor money” or “Our research indicates that you need …” etc., etc.

Next time you need to prospect, don’t be afraid of the phone.

Start treating people the way you want to be treated on the phone and you’ll be surprised by the response.