Telemarketing can be a great way to increase sales when done the right way. Even if you already have a successful cold call campaign going though, there might be a number of ways you can improve it even further. Here are the top 6 mistakes made during a cold call. Often these mistakes are even written into the script so look out for them:
- Mentioning the company first – When you mention the company first you are basically saying “Hi, I’m selling you something and here are 10 reasons to hang up on me right now,” even if you are an awesome company. They’ve either never heard of you, or if they have inevitably already know they don’t want what you’re selling without saying another word… this is true even if they actually really do want what you are selling. Instead start with the problem that you solve for them. “Has your computer crashed, or if it did crash would that be a problem?” or “Are you losing money because of a few bad stocks?” etc.
- Asking personal questions as if you know them – “How are you?” You’d be surprised how many scripts say this somewhere at the beginning. It’s a nice thought sure, but unless you are selling a vitamin or exercise equipment, or something to make them feel better it is pretty inconsequential. Now, this is not to be cold or callous, if chitchat created a real repertoire than fine, the problem is the one you are talking to does not believe that you care. You sound insincere to them, even if you happen to be sincere. So skip the “how are you?” and anything similar… even if it’s in the script. Even worse, it gives them another opportunity to hang up. Maybe you just reminded them they are not in the mood to talk to you when you asked them how they felt.
- Asking if now is a good time – It’s never going to be a good time when it comes to listening to someone trying to sell them something. That’s just how it is. Asking them if it is a good time just gives them one more excuse to hang up or reschedule, so it is best to not bring it up at all.
- Talking about yourself, or your company, or whoever happens to be in the room – Unless it is absolutely essential, not a single sentence should contain the words “we” “I” or “us”. “We’re selling carpet cleaner.” The natural reaction is “what’s that have to do with me?” Everything should be about the person you have on the phone at all times.
- Have a reason handy as to why you are contacting them – This may or may not be in the script or part of your regular rap, but it might be a good idea. No one likes to feel like you called them because they were on a list. Instead have something like “Businesses in your area have had problems with computers crashing” if you sell something that fixes this for instance.
- Always give them something before you ask for something – It doesn’t matter so much what it is, as long is it is something. Never simply ask them to buy, or ask for an appointment unless you’ve given them 10% off, a free trial, something.
Don't make these mistakes on your cold calls, be sure to check out Peter Ekstroms Cold Calling Techniques.