My Three Cold Calling Pet Peeves (and What to Do Instead)

My Three Cold Calling Pet Peeves (and What to Do Instead)

I stumbled into cold calling somewhat unexpectedly: my company had just laid off its entire sales and marketing team, and I was the only one willing to pick up the phone and pitch our services. With zero training and no clue what I was doing, I began making dozens of cold calls.

Through the grind, I discovered tips and tricks that smoothed my path and helped me avoid common pitfalls. Here are the top three mistakes you should avoid on a cold call if you want to achieve your goal by the time you say, “thanks for your time.”

1. “How are you?” – While it’s important to be personable, there’s a fine line. Starting with this question can come across as insincere in a first engagement. Instead, create context and get straight to the point. For example: “Hi John, I’m Amanda from Toast. I’ve been working with Bob at Business X, which is local to YourTown. Our success at X is why I’m reaching out to you at Y. Do you have a moment?”
2. “How’s THAT going for you?” – It’s tempting to use Fear, Uncertainty, and Doubt (FUD) tactics about competitors, but it’s crucial to let the prospect voice any concerns themselves. Avoid making assumptions. Ask open-ended questions and delve into their challenges – Surface, Business, and Personal – to uncover how you can genuinely help.
3. “Let me just put a hold on our calendars for next week.” – After hearing multiple hints that the prospect isn’t interested, it can be tempting to try to schedule a meeting anyway. However, pushing for an unqualified meeting can waste both your and the prospect’s time. Remember, your goal is to sell your product effectively. A successful, qualified meeting sets the stage for a potential sale, whereas a premature meeting can lead to distrust and missed opportunities.

These insights are a mix of techniques taught by my sales leaders and lessons I learned through experience. To all those out there grinding away, I hope these reminders are helpful. Happy hunting!