Cold calling for B2B sales appointments can feel like a thankless job sometimes. For every scheduled meeting or productive conversation, there are countless straight-to-voicemail dials, leery gatekeepers, impatient prospects, and flat-out rejections.
And yet despite the frustrating aspects of the job, VSA’s Business Development Representatives are among the longest-tenured in the industry. Our top-performing BDRs have just a 3% turnover rate, and many have been with us for three years or longer.
How do callers stay positive and productive? The key is sustaining the right mindset throughout the day, so that even if most of the calls don’t go your way, it doesn’t affect your attitude or performance.
We asked a variety of VSA employees—all of whom are past or present cold callers—how to get in the right frame of mind for a day of dialing, how to stay motivated over the long haul, and some of the tips and tricks that work for them personally. Here were their responses:
Set clear goals: Having goals that are actually achievable is really important. Write them down—I want to set “X” number of appointments this day, or this week.
Start each day with good energy: Take a walk before work, do your workout in the morning.
Have a comfortable, relaxing workspace: Light candles to create a calm, zen-like environment. If there’s no sunlight, use a UV lamp to make the room nice and bright. I like to be in a happy place when I call, and having a light shining on me all day puts me in a happier mood.
“Smile when you dial”: I enjoy talking to people, which definitely makes it easier to stay motivated.
Don’t spend all day sitting down: If I’m going to sell you something, I need to be standing up. I think it’s because I like to move when I talk—it helps keep my energy high. (Another respondent mentioned having a treadmill under her desk to allow her to walk throughout the workday.)
Align your personality with the client you’re representing: Put yourself in the company’s mode: What do you need personality-wise to sell this client’s services? Some are more serious, some are more jovial. If you’re calling for a client based in California, pretend you’re on Pacific Time. It’s about putting yourself in the mindset of your client.
Have a “cheerleader”: It was admittedly easier to stay pumped up when we all worked in the same office a few years ago. The interaction between people and immediate feedback was so helpful. Working remotely can make it harder to sustain that energy, so having someone to give you that little extra push can make a big difference.
One VSA BDR says: My husband is a big motivator. He knows the goals I set and will ask me how many appointments I’ve set, how I’m doing. I text him when I get close or reach it, and he cheers me on.
Celebrate small wins: Even a tiny win, such as a prospect taking the time to listen to what you have to say, can be a sign that, yes, you’re making progress. Focus on that as opposed to harping on the rejections.
Get in a freelancer/entrepreneurial mindset: Remind yourself it’s YOUR responsibility to get those calls made, and get those surveys filled out or appointments set. Really feel like you own your dials.
Remember, the people you’re calling are human too: I remind myself that the person on the other end of the line is just like me. They have a family, a job, goals, dreams, and a long grocery list to tackle at the end of the workday. That mindset helps with having casual, pleasant, professional conversations. So that even if I don’t set the appointment, the prospect will have a favorable impression of the client I represent.
Think of prospects as friends: I think of each call as helping a friend, like I’m sharing a great sale on shoes. Not a sales call, I keep it easy-going. Friends are hard to say no to!
Critique your delivery: Practice your pitch before getting on the phone. Sometimes, I record myself—Do I sound OK? Am I stuttering? Saying “um” too much? Improving how you sound on the phone can make a huge difference in your confidence.
Change rooms: While having a dedicated workspace is important, sometimes a change of scenery can make a difference in your attitude. I like to try working in different rooms of the house.
Switch programs: Most of VSA’s BDRs are assigned to several client programs a week and can divide their hours as they choose. So if you’re feeling beaten up on one program, switch to a different program to find some success, then return to the first one and ride high on that success.
Be a little greedy: VSA offers an incentive program that rewards BDRs with bonuses for certain levels of success. Knowing there’s extra money to be made is always a great motivator.
Treat each call as a new opportunity: No matter what happened on the previous call (or the dozens of calls before that), every person you’re talking to is different, and each call is a new opportunity for success.
Take a break! Yes, you have to get in all your calling hours, but not at the expense of your sanity. Hearing “no, no, no” all day can be hard. Sometimes, you need to take a break from the phones, especially if you’re getting a lot of rejections. Take a quick walk, do some meditation, play loud music, dance it out! That can help you come back refreshed and in a happier mood.
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VSA has been making cold calls on behalf of our clients for 22 years. We know it’s not easy, and can get frustrating sometimes. We also know that with the right preparation, coaching and training, and best practices, it can be an extremely effective means of generating leads and helping our clients fill their pipelines.
If you’d like to learn more, give us a call. We’re always in the right mindset for a conversation about growing your business.