Cold calling B2B prospects is difficult enough when you’ve done everything right. Even the most meticulously researched target list, the most compelling message, and the most experienced rep are no guarantee that the call will lead to that coveted sales meeting or demo.
So imagine how difficult it is to succeed at cold calling when you don’t do everything right.
No call is perfect, but some missteps are more detrimental than others. Over the last two-plus decades, VSA has made millions of cold calls on behalf of more than 1,000 clients. We’ve learned firsthand what works and what doesn’t, and we’re continuously coaching and training our Business Development Representatives to help them sharpen their cold calling skills.
If your cold calling efforts haven’t yielded the sales results you’re looking for, perhaps your reps are making some of these common mistakes:
1. Forgetting to smile during the call
It’s true that cold calling can feel like a thankless task sometimes. There’s a reason that 63% of sales reps call it the worst part of the job. But if you’ve got a negative attitude during the call, even subconsciously, there’s a strong chance your prospect will notice. Multiple studies have shown that smiles can be “heard” over the telephone and can directly impact the tone of your voice, allowing you to sound more upbeat and friendly.
This might be the 25th conversation you’ve had today about your offering, but it’s each new prospect’s first. It’s crucial to treat each call with the same level of positivity; otherwise, you risk alienating a potential future customer.
2. Sharing too much information with the gatekeeper
There’s a fine line between developing a rapport with a gatekeeper and giving them a reason to shut down the call without transferring you to your intended target. If you’re going to hear a “not interested,” you want to get it from the decision maker, not the gatekeeper. Sure, some gatekeepers might insist on knowing the exact reason for the call, but it’s rarely a good idea to delve too deeply into the value of your offering unless you’re speaking with a qualified decision maker or influencer.
3. Barreling through your script without pausing to listen
It’s important to have a script in front of you during a cold call, and to know it and understand it well. But there are times when it’s necessary to deviate from the script, such as when a prospect asks a specific question or reveals a certain need.
Maybe the rep isn’t equipped to answer the question or address the need themselves—which is the perfect opportunity to schedule an appointment with the product expert. At the very least, it’s imperative to acknowledge the prospect’s question or concern, and not just continue robotically through the script. Not all prospects are willing to engage, so when you find one who is, make sure you listen to what they have to say and respond accordingly.
4. Not matching the prospect’s tone and pace
Every prospect is going to react to your call differently, so it’d be foolish to think every conversation will sound the same. Some people are naturally friendly and talkative, others are much more business-like and reserved. Similarly, some people choose their words slowly and deliberately, while others are much more animated.
Picking up on these personality traits early in the call and adjusting the tone and pace of your voice to match can be the key to establishing trust and extending the conversation. The script might be identical with each prospect, but the way you deliver the words can make all the difference in the outcome of the call.
5. A lack of confidence
The best cold callers need to be confident and comfortable with the program details and messaging. Sounding unsure or unknowledgeable about the offering, peppering the conversation with “ums” and “uhs”, not speaking clearly are all recipes for disaster during a cold call. Prospects will inevitably lose trust and interest.
This doesn’t mean that you need to be an extrovert to be a successful cold caller, but you do need to deliver your message clearly, calmly, and confidently.
6. Sounding too salesy
The goal of a cold call is not to sell your product. Nobody’s going to buy something from a total stranger. The purpose is to pique a prospect’s curiosity, to share the value of taking a meeting, and to initiate a business relationship that ideally will convert to an opportunity. You don’t accomplish this by “selling,” especially not on a first phone call.
In the words of one veteran VSA BDR, “I imagine I am talking to my best friend. That way I sound like myself, am sincere, and am enjoying the conversation.”
7. Not giving the proper rebuttal (or any rebuttal)
On prospecting calls, a “no” isn’t necessarily the end of the line. “I don’t have time to talk” could mean “let’s talk next week,” but only if your rep raises that possibility. “We don’t have the budget now” doesn’t mean they won’t have the budget later. “I’m not the right person to talk to about this” is the perfect time to ask for a referral.
You can be persistent with a prospect without being rude, and knowing how and when to push back on objections can dramatically improve your conversion rate.
8. Failing to cross the finish line
Imagine this scenario. You’ve had a meaningful conversation with the prospect. They’ve expressed genuine interest in your product or service. You’ve pretty much done everything right. But when you ask to book an appointment, they hit you with, “just send me an email.”
An experienced rep will counter with something like, “Happy to. But let’s schedule a quick meeting first so we know exactly what information makes the most sense for you.” It may take multiple calendar asks during a cold call to get a prospect to agree to a meeting, but too many reps give up after the first “no”.
9. Not confirming all information after booking a meeting
Unfortunately, booking a meeting with a prospect is no guarantee that they’re going to show up. Dropped appointments and no-shows are a harsh reality of prospecting, in some cases occurring at around a 50% rate.
But confirming ALL information after you’ve scheduled a meeting can significantly reduce the number of no-shows: email, cellphone number, the date and time of the call, and any other pertinent details. Asking a prospect to accept a calendar invite while still on the phone is also helpful, as is reiterating the purpose of the meeting.
There’s a temptation to want to celebrate when a prospect agrees to a meeting, but first, it’s essential to do everything possible to make sure the meeting occurs.
10. Not calling from a proper environment
In today’s work-from-home world, it’s crucial for BDRs to create a quiet, professional calling environment free from noises, distractions, or anything else that could disrupt a call. Your prospect is unlikely to listen to what you have to say if there’s a crying baby or barking dog in the background. Likewise, it’s imperative to have a strong internet connection to avoid break-ups or static on calls.
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Cold calling success is never guaranteed, but if you avoid these 10 common mistakes, you’re likely to enjoy a much higher conversion rate.
If you’d like to learn more about cold calling do’s and don’ts, please contact us. VSA is always happy to talk about ways to help you grow your business.