Why Sales People Hate Cold Calling By Kelley Robertson

Cold calling is a fact of life for most people in sales. Sure, the vast majority would prefer to rely on referrals, word-of-mouth, or some other lead source that reduces or eliminates their need to make cold calls. However, unless you deal with an established set of accounts, you will, at some time, be required to cold call in order to generate sufficient leads for your business.

Having said this, even the most seasoned sales professionals often resist this strategy unless they are poked, prodded and pushed by their manager. Excuses include:

“I don’t like the rejection.”

“I don’t want to come across like I’m desperate for business.”

“I don’t want to sound like a telemarketer.”

“I don’t like interrupting people at work.”

“I don’t know what to say.”

However, I believe that two other dynamics prevent people from embracing cold calling.

1. Cold calling is hard work.

We know that cold calling seldom generates quick results. It takes a lot of effort and energy to make call after call, navigate voice mail systems, and to gain the support of receptionists and executive assistants.

You need to make dozens of dials to connect with live people. It takes finesse to deal with receptionists, gatekeepers and executive assistants. It takes a certain amount of creativity to deal with the barriers that get in our way.

It takes multiple attempts and a bulldog sense of persistence to finally connect with decision makers. And, finally after all that work, we eventually manage to make contact with our prospect only to hear, “No, thanks.”

It’s no wonder sales people resist incorporating this strategy into their daily/weekly routine. Most people like to take the path of least resistance and cold calling certainly does not fall into that category.

2. The need and desire for instant gratification.

I once read that there are two types of people. People who are willing to wait for a reward and those who want the reward now even though the payoff may be higher if they wait. I suspect that people who have the ability to wait for a payoff also possess the ability to make more calls than individuals who need immediate gratification. Let’s face it.

Capturing a sale is highly motivating and many people have a difficult time making call after call with little to show for it. Making fifty or sixty dials and not capturing a sale or being unable to connect with a buyer or decision maker can be extremely frustrating. Spending an entire day on the telephone is even more challenging and difficult.

Experts on this subject say that you need to recognize that every ‘no’ brings you one call closer to making an appointment or landing a sale. Some people say that you need to “go for the no” and to use those ‘no’s’ as a stepping stone to hearing a ‘yes.” While these philosophies are technically true, it takes much more than that.

It takes big picture thinking. It requires the ability to postpone the pleasure of getting the reward and developing the discipline to work through the pain and challenge of making dozens of calls with little to show for it.

So, here’s the $64,000 question: how do you develop this ability?

I’ll warn you; it’s not easy. In order to develop the ability to get used to a delayed payoff you actually have to make these calls, as painful and challenging as it is. You need to condition yourself that you will eventually get a reward for your efforts. I know, you were hoping for a magic answer or quick result. Unfortunately, the quick-fix solution exists only in infomercials, novels and movies.

Let’s take a look at this from a slightly different perspective. When you learn a new hobby, sport, language, etc., it takes time to just to become comfortable. It takes longer to develop a level of consistent proficiency. And, it takes even more time to develop your skill to the point of excellence.

The same concept applies to cold calling. You can’t expect to make ten or fifteen calls and master the skill. In fact, that number of calls won’t even get you to the point of feeling comfortable. You need to block time in your schedule on a daily basis to make calls. The more calls you make, the easier it will get and the more proficient you will become.

As your skill improves, so will your ability to generate leads and secure appointments. You will become more adept at dealing with receptionists and executive assistants. And this will eventually translate into sales.

I guarantee that it will be a grind at first. However, if you can push through your initial resistance you can develop the ability to postpone your need for instant gratification. And as you do this, your results will improve.

© 2009 Kelley Robertson, All rights reserved.
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Kelley Robertson, sales trainer & author of The Secrets of Power Selling helps sales professionals close more sales with less effort. Kelley conducts workshops and speaks regularly at sales meetings and conferences. Receive a free copy of 100 Ways to Increase Your Sales by subscribing to his free newsletter at www.Fearless-Selling.ca. Contact him at 905-633-7750 or Kelley@Fearless-Selling.ca.

-What are your thoughts on the ideas above. Can you share any helpful techniques related to cold calling, and getting the most mileage out of doing so?

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3 Sales Lessons I Learned from a Raccoon By Kelley Robertson

From the outside, selling seems like a fantastic career. Many sales people get to travel, attend trade shows, go to conferences, socialize, and earn a ton of money. However, those of us in the profession know that selling can be intimidating.

Cold calls. Objections. Frustration. Rejection. There are many occasions when we encounter resistance from buyers, or have to defend our price, or venture into new markets, or deal with cranky decision makers. It’s no surprise that many people who get into sales end up choosing another career. It takes a lot of hard work and determination to become successful in sales.

A neighborhood raccoon recently reminded me of several sales skills that will help you improve your sales career. Allow me to explain.

Our municipality does a lot of recycling and composting and we keep these products in bins on our back deck. I have come face-to-face with a mature raccoon on three separate occasions this past summer as it searched for food.

The first two occurred while I was sitting outside on the deck, writing and enjoying a Cuban cigar. In each of these situations, the raccoon ignored me while it approached the bins. The first time it clawed its way up the side of the deck, and the second time it simply ambled up the stairs. I shooed it away both times by shrieking (yes, I admit that I shrieked) but it took several yells before he was frightened enough to leave. However, it was the third encounter that blew me away.

While watching TV one evening I heard a noise on the back deck and went to investigate. I turned on the light and saw the raccoon sitting on my barbeque gnawing the meat off a several rib bones I had discarded. I banged on the sliding glass door window, yelled and shouted, but to no avail. The raccoon simply stared at me and it was obvious he had no plans to interrupt his dinner even though I was less than two feet away albeit protected by the glass door.

Here are the lessons I learned from this marsupial:

- Be Bold. This raccoon knows that he will eat well if he is willing to take a risk and be bold. Being bold means pushing your natural fear aside and trying new approaches. Being bold means taking calculated risks. Being bold means you move out of your comfort zone. Whether you have to summon up the courage to make a cold call or apply a new strategy, you can develop the ability to be bold. This is definitely not easy.

For many people cold calling is the most challenging aspect of selling and many people would rather suffer poor sales results rather than pick up the telephone and dial for dollars. However, if you summon up the courage to make just one call, it will become easier to make the second call, and even easier to dial that third number.

I figure that if a raccoon is willing to take a risk and be bold, so can you. It’s not easy but the reward often offsets the risk. Based on his weight, the raccoon has figured this out.

- Ignore your initial fear. The raccoon appeared startled when he heard me yell the first time we came face-to-face. However, he did not immediately flee as I expected him to. It wasn’t until I escalated the volume (and, perhaps the pitch, too) that his fear overcame his desire to rummage for food. But, the third time we encountered each other, he took a calculated risk and maintained his ground. I know enough about wild animals to know that you don’t try and take away their food once they begin eating.

- Be diligent. The lid for our compost is well-secured. However, this raccoon has figured out how to open it (I still can’t believe it!). I went as far as wrapping bungee cords around it and he still discovered a way to gain access. From a sales perspective, we must recognize that trying a new approach once will not result in the desired outcome. It takes plenty of practise to develop a high level of competency.

Unfortunately, most sales people don’t give themselves permission to fail. They attempt to use a new process and when they don’t get the result they want, they move onto something else while convincing themselves that the new process won’t work in their situation. Successful salespeople keep working with that new concept until they master it and become proficient.

Even the best of us can learn and improve our skill. Take a lesson (or three) from a raccoon and get better results.

© 2009 Kelley Robertson, All rights reserved.
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Kelley Robertson, sales trainer & author of The Secrets of Power Selling helps sales professionals close more sales with less effort. Kelley conducts workshops and speaks regularly at sales meetings and conferences. Receive a free copy of 100 Ways to Increase Your Sales by subscribing to his free newsletter at www.Fearless-Selling.ca. Contact him at 905-633-7750 or Kelley@Fearless-Selling.ca.

Sponsor: Secrets of Closing The Sale By Zig Ziglar ... Zig shares tips and techniques from his vast wealth of sales experience. His insights will prove to you over and over why this is the definitive how to sales program.

*brought to you by SalesTrainingAdvice.com

One Sentence to Establish Immediate Rapport By Mike Brooks

If you have to make cold calls as part of your sales process - either to set appointments or to find potential clients to sell your products and services to - then you know how hard it is to overcome initial resistance and establish rapport. Let's face it, people don't like to be bothered by a sales rep they don't know.

Think about your own reaction when you get a call at home from a telemarketer you don't know. As soon as they begin their pitch, your eyes probably roll up and you begin thinking of ways to get off the phone.

Even if they are personable (which is rare) or have something you're actually interested in (which is rarer), most telesales calls feel like an intrusion and end up being ineffective.

One of the biggest reasons for this is that most sales reps making calls have no idea how to engage a prospect and make a connection in the opening ten seconds. Making that connection is the most important thing you can do to lower or eliminate initial resistance and give yourself a real chance to see if what you're offering is a fit for the person you're speaking with.

Here is the one sentence you can use that will give you the best chance to make that connection:

"Hi _______, this is ________ _________. We haven't spoken yet but I'm calling you because you (use your product or could benefit from it) and I have (your product offering or benefit) and wanted to run something by you. Let me ask you a quick question, if I could..."

The power in this technique is that by leveling with your prospect that you don't know them, you are immediately eliminating the natural resistance that is there when this goes unspoken. Prospects respect this honesty, and you'll feel a natural connection form as a result.

Don't underestimate the power of this technique, but rather, try it for a few days and see for yourself how effective it is. Obviously, you'll want to adapt it to fit your product or service, but taking the time to do this will pay big dividends.

Remember - making an immediate connection is the most important thing you can do, and this technique will help you do that.
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Mike Brooks, Mr. Inside Sales, works with business owners and inside sales reps nationwide teaching them the skills, strategies and techniques of top 20% performance. If you're looking to catapult your sales, or create a sales team that actually makes their monthly revenues, then learn how by visiting: MrInsideSales.com

-With the ability to build rapport being such an important sales skill -- what are some of the ways you go about it?

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