How many times do you try Cold Calling before getting dejected from all the rejections? Imagine you were an aspiring author who had poured their heart and soul into their first book working 6 long years to write the book and during this time barely getting by. When it’s finally completed you try to get it published only for the first, second and third publishers to reject it. After a total of 12 rejections you finally get a yes. This is exactly what happened to JK Rowling and her first book Harry Potter and the Sorcerer’s Stone. She is now the highest paid author in the world earning £142 every minute, or those who need a bigger number, £6,190,042 per month. It puts the rejections into context.
Still not convinced? Here are just a few of the other rejections I often hear.
“I don’t like cold calling.”
A lot of people don’t like cold calling and find it really painful, much the same as going to the dentist. It makes them feel uncomfortable, a nuisance or even an unwelcome caller. A lot of this is down to perception, going back a long way to double glazing specialists of the 1990s and more recently the pensions advisers of the early 2000s. But understand (apart from a few exceptions) buyers are ready to receive your call and listen, as the approach of salespeople has become less pushy and a lot more accepting. By changing your mindset to accept cold calling as a method of prospecting you are taking the first step to succeeding at it.
“It takes time to get a yes.”
It’s true that it takes time to get the order and sale you are looking for. Unless it’s something that’s been heavily marketing, such as is a pair of Nikes’ you are just not going to get that sale on the first call, sometimes not even reach the right person. In fact the stat flying around is that it takes an average of 8 cold call attempts to reach a prospect. But this is good, because as you take the time over a few calls to understand their pain points you are building rapport and trust with them which makes them more likely to purchase from you. We buy from those we feel trust and confidence in. The same is true of your buyers. Change your mindset from I must sell, to an aim of setting up a meeting, which is the next logical step.
“It’s hard to find the right list.”
With the plethora of data available at our fingertips it can be like looking for a needle in a haystack trying to find the right data list. There are companies that will sell you data lists, then there’s data available from local business organisations. All you want is to be able to quickly access the right data. The first thing to do to make this process a lot simpler and quicker is to understand who your ideal customer is; from knowing their demographic to their interests and common problems. For example, an events promoter might consider their audience as business owners who have 2+ employees, mostly over the age of 25 and may have events they’ve organised in the past or considering for the future. By really nailing down who is your target customer you can make sure you get the right list to gain qualified leads.
“I have to talk to the gatekeeper.”
While talking to the gatekeeper may not be your first choice as they don’t have the decision-making power they are still valued as a member of staff within the business. The role of the gatekeeper makes their input valuable. Essentially, how you come across to them does matter. By giving them value, listening to them, understanding the business and asking questions to them you can gain valuable insight. The relationship you have with the gatekeeper is part of the process and key to whether you get to meet with the decision maker. Show them that you are a professional who has a product or service that will make their job smoother directly or indirectly. Get them on your side.
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I hope that helps in starting the process to change your mindset regarding cold calling. I’m not naive, I appreciate that cold calling is still very much Marmite, you either love it, hate it or are pushed to try it. But it is a very powerful tool for prospecting and if you’re needing more help and guidance please download or purchase a paper copy of my new book ‘Funnel Vision, Selling Made Easy’. It will give you more insights and ideas on what you should be doing to make selling easy.