During the call, all you have is ten seconds to grab a prospect’s attention and utter something that will cause them to think, “OK, this sounds like it might be worth listening to.”
The cold calling mistake is that most telemarketers say things that create resistance almost instantly. Over our past years of studying and doing sales and marketing, and listening to tens of thousands of calls (and mistakes) There are at least 20 of these opening mistakes that I can share.
Let’s look at a few of the major and most common ones.
-“Wanted to introduce myself and company to you.”
Telemarketing isn’t a cocktail party or a networking mixer. Remember who they care about: themselves, not you. It adds no significance and takes up valuable time.
-Any mention of products or services without an accompanying results statement.
As in “I’m with Dunlap Services, a local messenger service. I’d like to talk to you about your messenger needs.” In response, people can very easily say, “We don’t need that” or “We’re satisfied with who we’re using” if you mention a product or service without the result. Products and services can incite resistance. Results are much tougher to reply negatively to.
-Asking for a decision, or even hinting at one.
“I’d like to talk about becoming one of your vendors.”
“I would like to talk about developing a relationship with your compan
“We have some great products and would like to come out there and discuss them with you. Would 3:00 Thursday be good?”
Hmm, kind of puts it in perspective, doesn’t it? Granted, all of those requests could be the end result, but it is far too early to ask for a decision, or even hint at one, in the opening.
Important point: When your call arrives, prospects are not in the preferred state of mind to hear a request for a decision, or even the insinuation that you are going to ask for a decision of any type. We must first earn the right to someone’s time by piquing curiosity and quickly communicating some possible value. And we must keep earning it throughout our calls (and visits) to make appropriate recommendations when the time is right, and then secure commitments.
So, what to do? Make sure that you are developing opening statements that hint at the value you might be able to provide, and avoid the common mistakes.