In our efforts to HyperScale the business in the formative stage of the business, an Entrepreneur – willy-nilly, beegins Cold Calling upon advice. In the old cold calling mindset, we are taught to focus on the sale and be completely confident that what we are offering is something the other person should/must buy.
As the Startup business begins to gain scale and there builds a pressure on the SMEs to HyperScale due to pressure on Breakeven, Investor push etc. they begin to use some of the oft-repeated menthods to bring the Sales volumes up. One of them is Cold Calling.
Here are 3 common cold calling techniques that we should avoid:
Mistake #1: Center the conversation around us and what we have to offer
In this old approach, we introduce ourself, explain what we do, and suggest a benefit or feature of our product. And then we close our eyes and pray that the other person will be interested
Unfortunately, the moment you stop talking you usually hear,
“Sorry, I’m busy,” or “Sorry, I’m not interested.”
- We’ve started your cold call by talking about your world and what you have to offer. But realistically, most people aren’t all that interested in you. When you talk about your company and your product, it’s just another advertisement to them. We haven’t engaged them, so they often just “turn the page.”
- Prospects are much more interested in themselves and whatís important to them. So if you start the conversation by focusing on their world, theyíre more likely to interact with you.
- So instead, talk about an issue or problem they may need solving. Focus on them rather than on what you have to offer. And see where it takes you.
Mistake #2: Be confident they should buy your product or service
In the old cold calling mindset, you’re taught to focus on the sale and be completely confident that what youíre offering is something the other person should buy.
- The problem with this approach is that you havenít asked them to determine this along with you. So think about it ñ in the old mindset, youíre really deciding for someone else whatís good for them. I know this isnít intended, but thatís exactly what comes across to your prospects.
- So rather than being full of confidence and enthusiasm, stop for a minute and think about the other individual. Relax into a real conversation instead of moving into a persuasive strategy or sales pitch. Put yourself in their shoes and invite them to explore along with you whether what you have to offer is a match for them.
- Others really can distinguish the difference. Youíre inviting them to see if you might be able to help them solve a problem. This makes for a much better connection right at the beginning, and youíll get that immediate rejection reaction much less.
Mistake #3: When someone brings up an objection, try to overcome it
You know, one of the reasons cold calling is so difficult is that sometimes you may not be very familiar with the other person and their business. When you make that first call, you donít know very much about their issues, problems, budget, and time constraints.
Chances are, not everyone is going to benefit by your product or service.
- So realistically, your company or product isnít going to be a match for everyone. And yet, when someone brings up an objection (“we donít have the budget for that,” etc.), the old cold calling mindset trains you to “overcome,” “bypass,” or “override.”
- But when you do that, you put the other person on the defensive. Something theyíve said is being dismissed. And hereís where rejection can happen very suddenly.
- So it ís much better to listen to their concerns and continue to explore whether what youíre offering makes sense for them. There are some wonderful phrases you can use that validate their viewpoint without closing the conversation.
- So now youíve discovered the 3 major cold calling mistakes people often make. See if you can shift away from those old self-sabotaging mindsets. When you do, youíll notice that people will engage you much more, and the immediate rejection youíve grown so accustomed to will happen much less.