Why is it dangerous to start selling on a cold call?
In our Prospector’s Academies, we do a lot of role playing to burn in the techniques we teach. One very common mistake we hear during those role plays is forgetting that the reason for the call is to set an appointment, not to sell. Why is that so important?
One of the reasons targets don’t like cold calls is because we are not respectful of their time. Remember, no matter what time we call, we are interrupting them from doing something. The Formula™ therefore teaches to be brief by just attempting to set an appointment.
There is another reason to focus only on the appointment. If we start selling, most of us will begin to spew features like a proverbial fountain because we don’t yet know which one will resonate with our target. We’re hoping that the target will interrupt us with a, “That’s of interest!”
What happens more often is that because the target is still looking for a way to get rid of us, we’ll mention a feature that definitely does not apply and that will provide the target with the excuse to cut us off and say they don’t need that.
Caponi Performance Group and Contact Science jointly market the telephone prospecting and cold calling solution called The Prospector’s Academy™. It is the only comprehensive solution to solving the biggest barrier to success in most selling organizations – the inability to secure enough Initial Appointments to begin the selling process. We accomplish that through simultaneously addressing both the efficiency and effectiveness of the process. We can be reached at 214 483-5800 or at barry@coldcalling101.com.
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