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Many sales people dread the prospect of cold calling. This is often fueled by their personal fears of rejection and failure. Rather than considering these rejections as a business decision, they tend to take them personally. Consequently, they see the entire process as something to dread, rather than a way to fill their sales pipeline.
Cold call is a strategic way to get your foot in the door, gather information and assess a suspect's chance of becoming a prospect. All successful salespeople make cold calls since cold calls lay the groundwork for new business. They develop an attitude that results in no reluctance to make cold calls. They understand that every no is one step closer to another yes.
Implications to the Sales Person
Cold calling is often regarded with little or no enthusiasm. Cold calling anxiety can be traced to a previous bad experience in selling, such as being harassed, abused or threatened. Just thinking about cold calling can trigger a rapid heart beat, elevated blood pressure or insomnia for some salespeople. They fear the unpredictability of a cold call. They build up a mental picture of dire consequences they must face if the prospect isn’t interested in what they have to sell. However, successful sales people understand that cold calling is the first critical step to landing the next sale. They don’t wait for the customers to come to them. They go out and get the customers.
The Application
The first misconception about cold calling is that a sales person must hit a home run with every call. Even if they successfully connect with the right person, it’s unrealistic to expect to get a sale from a cold call.
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