Cold-calling is a bit like panning for gold: it takes a lot of time, it isn't that fun, and while there is some skill and finesse involved, it is largely luck-based. There are several big reasons why you're having trouble getting the results you want from your cold-calls, though. We've made a list of a couple of them, so that you can improve your cold-call success rate:
1. Your pitch isn’t hitting on the right points
Anyone can make calls all day long touting the best aspects of their product. To be honest, I don’t care what you’re telling me anymore because I know that any sales call is just one-sided praise of your product. So when I hear your "advantages over your competitors," I’m going to take them with a grain of salt.
2. You aren’t making yourself an expert worth coming to
Teach me about the market you’re in instead of trying to hock your product. If I’m interested, then I will go out and do research thanks to the internet. Make clear that you are knowledgeable about the market, and give me good advice about what to look out for. If you do, you’ll build some rapport. I may just return to you with more questions (and a chance to really sell).
3. I’ve heard about you (and not in a good way)
Word spreads fast, especially so thanks to the internet. If your cold-calling has been perceived as annoying by someone really vocal, then you’re already at a disadvantage. You might be the best, nicest salesperson ever, but if you call the wrong person at the wrong time, you can be sure that all of their friends will hear about it through every form of social media. And unfortunately, that’s totally out of your hands.
4. You don’t have something for me to touch
Look, you might have a great product. If so, I would be happy to take a look at it. The problem is, you don’t have something for me to actually try. Either that, or you are putting up unreasonable (and quite annoying) barriers in the way of me trying that. If I have been convinced you’re worth a try, seriously, just let me do it.
But the most important reason your cold-calling isn't working is that...
5.The “Cold Call” is dead
At one point in time, directly reaching out to your customers was an art form. However, with the internet and the new availability of information, the field of sales has lost the power of being able to provide the information. Nowadays customers can find what they need. Unfortunately, the cold-call persists.
Sales needs to evolve and accept the customer's new and powerful position. This is a key aspect of the Less Annoying Sales Method: Instead of relying on out-dated tactics like cold-calling, you should become the expert that customers rely on and respect. In doing so, customers spread the word about you more readily, which repeats itself, and your growth becomes exponential.
If you want your sales to skyrocket, it's vital that you transition away from the cold-call, and towards the Less Annoying Sales Method. Your customers will thank you.