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Even with lots of upfront legwork, cold-calling is sure to be demoralizing now and again. Mauriello suggests sales managers encourage reps not to take rejection personally, and to take breaks after tough calls. "Talk with a colleague or go for a short walk," she suggests, "and then get back on the phone again."
Stinnett agrees it's important for reps to emotionally detach themselves from the call. The job of calling, he says, "should be perceived as a series of actions--dialling the phone, posing questions and proposing a prospect take action." To assuage anxiety, reps must keep in mind that they can't control a prospect's reaction, only how well and thoughtfully the call is executed.
KIMBERLY L. McCALL is president of McCall Media & Marketing Inc. (www.marketingangel.com), a business communications company in Durham, Maine.
COPYRIGHT 2003 Entrepreneur Media, Inc.
COPYRIGHT 2005 Gale Group
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