Ten Secrets to Cold Calling Success

by Jason McElhone

In the past 25 years, I have made nearly 1,000,000 cold calls. I’ve struck out more times than most people reading this post combined, and I have been blessed with an enormous amount of good fortune. After setting 50 face-to-face meetings for #CPExpo, I decided to share my 10 secrets to cold calling success.

  1. K.I.S.S. Shorten your pitch and get to the point. C suite executives are drowning in information. The first rep to simplify their life and solve their problems gets the business.
  2. People don’t care how much you know, until they know how much you care. Passion breeds performance. You must pour your heart and soul into your work. Funny thing is that when you do, it actually becomes more like play.
  3. Ask for help at the opening of every call. Creates rapport and immediate “yes” mode. Human beings are genetically wired to provide help when and where it is needed. Ask and you shall receive.
  4. Swing the bat again and again. When you’re done, swing it again. Sales is a numbers game but always remember quality over quantity. Best to make 25 well-timed, well-prepared calls with a valuable asset, than fall into the age-old trap of dialing for dollars.
  5. Fall in love with your product or service and sell that LOVE. Nothing turns off a prospective buyer more than a sales rep who does not believe in what they are doing. “Fake it until you make it” is probably among the worst advice we were ever given.
  6. Winners never quit and quitters never win. There will be times you feel like giving up and throwing in the towel. Take a break, phone a friend, or enjoy lunch with a colleague. By all means feel the pain but never surrender to it.
  7. Celebrate your losses. Builds character and brings you closer to a “yes.” 90% of a sales rep’s day is jam-packed with missed calls, unanswered emails, and botched presentations. Beverly Sills once said, “There are no short cuts to any place worth going.” On your journey to that illustrious 10% of success, make sure you have fun along the way.
  8. Listen more than you talk and learn to let an objection breathe. We were given two ears and one mouth for a reason. Fight the urge to interrupt the natural flow of conversation. When faced with an objection, check your ego at the door. Just take the time to understand and appreciate how they feel.
  9. There is enormous power in silence. 50% of all initial objections are baloney. They are simply a test of your resolve or an excuse to buy more time. Get cozy with silence, because it can be your best friend.
  10. The best time to get a sale is right after you just got one. Never leave the table with food on your plate. Success is contagious, so get right back on the phone and let them feel your enthusiasm!

Which one resonates with you the most?

Topic: B2B

ABOUT THE AUTHOR

Jason McElhone is a director of business development at MarketSource. With more than 25 years of inside sales and lead generation experience, Jason manages a global network of more than 50,000 key executives within the automotive, finance, telecom, and IT space. Since joining MarketSource in 2007, Jason has generated a 1,500 percent increase in sales-qualified leads as the company has tripled in size.

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