How to nip cold calling mistakes in the bud
This article came out almost two years ago, and still I waffled back-and-forth about whether to share it here because it’s about cold calling. Cold calling in the traditional, most strict sense of the word holds no appeal to me, so it really has not been in my personal magnetic marketing toolbox.
One particular real estate agent I know built his entire business and went on to become Rookie of the Year his first year as an agent strictly by cold calling, so clearly it works for some people.
No thanks, I say.
But since Wendy “The Queen of Cold Calling” Weiss has such a provocative moniker, I was persuaded to give the article another, closer look.
Wendy definitely knows her stuff.
Her article (December 2007) is called The Top 10 Cold Calling Mistakes, and I think I can safely say that all of those mistakes stem from not having a clear, specific, definable strategy before you even pick up the phone (whether or not the prospect is a true ‘cold call’ or not).
Wendy says it best (I think I should interview her, don’t you think?):
“When you hang up the phone, where do you want to be? What action do you want your prospect to take? What commitment do you want your prospect to make?”
Without a specific goal, the cold caller sets themselves up for failure. The article is a great read. Here are Wendy’s Top 10 Cold Calling Mistakes (You’ll have to read her whole article to get all the juicy details):
- Not understanding the goal of the call
- Sending literature when you don’t have to
- Poor telephone etiquette
- Poor listening skills
- Projecting your fears onto the prospect
- Inadequate or nonexistent questioning
- Poor or no preparation
- Not asking for what you want
- Creating objections where none existed
- Not leading with the value
Hmmmm. Maybe I should give this cold calling idea a try….
On second thought, ….well, if I secure an interview with Wendy, would you be a fly on the wall and join me on the teleconference interview?
