If you’re like me, it’s not so much the fact of cold calling that you hate, it’s the results (or lack of) that has you filled with despise. If eight out of 10 cold calls resulted in a sale, I’m sure you would have a different view of making those cold calls.
So let’s fix the problem.
Why your cold calls are failing
If we are going to come up with a solution, we first need to identify the problem. And when it comes to cold call failures, there’s a whole list of possible culprits.
Here are a few…
You’re calling the wrong prospects
What makes the lead you are about to call at least “pre-qualified” to be considered a suspect? Leads should meet at least two to three specific criteria for your industry before being called. No, more dials won’t lead to more sales. If you’re calling the wrong prospects, calling more of them will not get you better results.
Right prospects, wrong message
Assuming your leads match the specific criteria needed to be considered a suspect but you’re getting shut down right out of the gate, your message or OVS (opening value statement) is most likely the problem. Instead of piquing interest, you’re creating resistance. That needs to change.
Right prospects, right message, wrong strategy