Cold calling is a well-known marketing tactic that has been widely scrutinised but has stood firm for years. There are a few common misconceptions when it comes to the art of cold calling, but we don’t think you should underestimate the power of this marketing tool. When done correctly, you can generate new leads and close business deals while providing excellent customer service. Do you believe these cold calling myths?
Myth 1 – You can build a business on cold calling alone
While cold calling can be a vital step in securing sales for your business, you must have a product or service that adds some benefit to the lives of your customers. Your sales attempts won’t be convincing if you don’t believe in the value you’re claiming to offer.
It’s also worth noting that without product or service value, all sales you close during your cold calling pitches will eventually turn into refunds or serious complaints.
Your pitches during cold calls must reflect the actual benefits of your service or product. Mis-selling to reach targets isn’t an intelligent use of time or effort, and will result in unhappy customers. Unhappy customers will take time to console, and therefore take time away from your future marketing efforts.
Sell honestly from the beginning, always aim to prevent complaints – and cold calling could be a great way to sustain the business for your company.
Myth 2 – Cold calling always seems pushy
Phone calls only seem pushy when the contact is unwanted or unlawful. Trying to start a business relationship with a potential client by the phone can feel intrusive, but this doesn’t have to be the case.
With effective telemarketing data, you can ensure that the people you are contacting are relevant to your business industry, and will benefit from your company offerings. If you’re clear with communicating your product value early on, potential clients will envision how your offerings can help them, rather than resenting the phone call.
Trying to close a sale is understandable, but prepare for a potential client to need a couple of phone calls before deciding to spend money with your business. This approach seems less forceful than setting on a sale within your first call, and clients will be surer in their decision of your business value after a couple of conversations.
Myth 3 – You must avoid gatekeepers at all costs
Receptionists, personal assistants and controllers who answer the phone for your prospects aren’t to be avoided. You may have been told not to waste time speaking to anybody who isn’t a key decision-maker, but pleasing the gatekeepers you encounter during your cold calling could be vital in increasing your sales.
These personal assistants and receptionists often have access to your prospects’ calendars and can help majorly to arrange a suitable time to call for you and the decision-maker. Treating the gatekeeper with compassion, remembering their name if you’re in consistent contact with them, and showing interest in their conversation without a script could win you favour from the decision-maker.
Genuine kindness could mean the difference between a gatekeeper recommending or supporting your company over another. Spending time in friendly conversation with them is rarely a waste, mainly if it means being able to close a sale and secure business for your company.
You don’t always have to be talking directly about business to be working.
One of the most beneficial practices you can try as a cold caller is putting yourself in your prospect’s shoes. How would you want to be sold to? What cold calling myths would you potentially believe as a business owner?
Try to identify any concerns that your potential client would have before you pick up the phone to speak to them. Even just feeling prepared for your conversation could help you to close a sale, as your confident attitude is convincing while communicating business value.