Common Mistakes Sales Representatives Make When Cold Calling

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Cold calls are among the most challenging ways to generate business. But if your company does not have enough leads, it may be one of a limited number of options. Luckily, if you avoid many of the common cold calling mistakes, your cold call is likely to heat up.

Not Training Representatives

By not providing your sales representatives with adequate training and information regarding the product, they will not be able to answer the questions that will inevitably be raised by your customers. Then, when your sales representatives cannot answer these questions, your customers will be less likely to trust what your representatives tell them about the product. For instance, if your representative does not even know how soon the product or service can be delivered, your company will appear less professional.

Pushing for a Sale on the First Call

Do not try to make the sale on the first call. Instead, try to take smaller steps that move the conversation along. For example, try to get your customer to agree to sit through a product demonstration. Often, the only goal of a cold call is to find out the barriers that stand between you and a conversation with the gatekeeper of the company you are cold calling. 

Assuming the Product Will Fit Your Client

Do not assume that your product is a good fit for the customer. Instead, you should treat the call as partially a fact-finding endeavor for your representative. You will need to find out what your customer's goals and concerns are. What problems are persistently challenging for your customer to resolve? If your product will never be of utility to your customer, you will waste both his or her time and your own.

Not Rebutting All Objections

Understand that there will be objections and that these objections should be addressed quickly with rebuttals. If any of the objections are forgotten or ignored, they will stick in your customer's mind and jeopardize the sale. So, if your customer is concerned about the price of a software product and whether it can integrate well with legacy software solutions the company is already using, you must not forget to provide rebuttals for each objection.

Assuming a Request for Information is Sincere

When your customer asks you to send information, continue to engage with them about the product and why they are interested in it. If your customer appears legitimately interested, you may be on your way to eventually closing the sale. But if your customer does not appear interested, the request for you to send information may simply be a nice way for the customer to end the conversation. Ideally, you should try to provide as much information as possible over the phone rather than simply through information packages. Even customers who are initially interested in the product often are sidetracked and eventually forget about your product.

You can't have a successful calling business without the right equipment. If you're in need of new telephones, get in touch with a company like CommPro Communication Specialists to ensure you have the right electronics to handle your cold calling scheme.


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