It wouldn’t be too surprising to learn that many people, new to cold calling, will probably start out hating it in the first few days. They will fear prospecting over the phone because they actually believe the myths about cold calling, without even thinking twice.
Most of the myths related to cold calling are false and completely WRONG.
Myth #1: Cold calling is a numbers game
Reality: Sales is just a numbers game when all you know is traditional cold calling. Yes, you can call people over and over again; chase them until they hear you so you just walk away. However, there is a better and easier way to build trust and get your product or service message across, all in one call. Think quality over quantity: By simply changing your sales approach, you’ll make FEWER CALLS and MORE SALES.
Myth #2: With every ‘no’ you get, you’re getting closer to a ‘yes’
Reality: You’ll never come close to yes unless you’re doing exactly what’s required and doing it right. The above ‘no’ can never guarantee you a ‘yes’. Practice makes you better at what you’re doing, but only if you have the passion and willingness to learn. So remember you don’t have to go through the ‘Nos’ before you find a Yes.
Myth #3: You have to be a great salesperson in order to get good results on cold calls.
Reality: Not at all. The best people are usually those who are naturally courteous, professional, and go out of their way to care about the prospect. Prospects are now much more aware of the ‘sales tactics’ used by overly polished salespeople. So be yourself and remember to focus on finding out about the prospect, not whipping around what you have will open doors for you!
Myth #4: Underestimate the gatekeeper and don’t give him any information
Reality: Anyone you interact with on the phone can be a prospect or an influence on the decision maker. It may even be the costumed decision maker trying to extract the truth; therefore, do not take the guardian lightly. Treat them with respect, but remember not to reveal too much, save it for the right person.
Myth #5: Quitting a prospect after 4 attempts
Reality: The fact is that you have to try a minimum of 8 times before you give up on a lead, because you have to tap on them at least 7 times before they register your message as a benefit to your business.
Myth #6: Using scripts is effective in capturing the attention of potential customers
Reality: People can tell when you’re reading a script, even if you think you’re pretty good and getting away with it. There is nothing personal about it and people can pick up on that. Being contrived just puts you in the typical “Seller” category. If you can learn to get your message across in a different way, you’ll eliminate negative triggers that can lose your sale in seconds.
Myth #7: Cold calling is only for the early stages of business
Reality: The main objective of a company is to generate maximum profit. Why say no to a business opportunity when phone sales are a guaranteed source of attracting prospects? Cold calling should never be eliminated, it should be part of your strategic sales plan
Myth #8: Open the phone book, make calls…
Reality: Random calls made to random businesses will not generate business. Research your calls, make sure you’re talking to your target audience. Understand your industry and how you can add value and benefit to whoever you’re calling.
Myth #9: Closing the sale is the bottom line
Fact: A salesperson’s goal shouldn’t just be to close a deal. Instead, you should focus on determining if you and your prospect are the right fit. By focusing on this, you can ease problems and develop trust and natural dialogue. Your prospect will develop trust in you and a business relationship will begin to emerge.
Myth #10: Cold calling is dead
Reality: Cold calling today is direct, targeted, and most of all, it’s a communication skill. Those who disappear by cold calling are totally lost. The bottom line is that no matter where you find a prospect, whether it’s through a network or a referral (or even if someone calls you), at some point you’ll need to talk to that prospect on the phone and if you can’t communicate the value of the product or service you represent, you will not get the customer.
Be smart – don’t be fooled by myths about telemarketing and cold calling.
Be a smart cold caller and run your own career; once you get rid of these myths, you will eventually master the art of cold calling. Before long you’ll want to use cold calling instead of other prospecting methods.
After all, a cold call is equivalent to meeting a stranger in person or attending a networking meeting and developing a mutually beneficial relationship.
