Sales Professional Avoid These 5 Sins of Cold Calling

Sales professionals should avoid these 5 sins of cold-calling:

1. No preparation

If you have a sales job that requires significant amounts of cold calls you must get yourself totally prepared to appear professional and someone worthy to speak with. You must have a well thought out approach that you have practiced until you could recite it in your sleep. Don’t be put off by signs that say "No Soliciting" or "No Salespeople Allowed". This is a good indication that there is need that is not being fulfilled sufficiently. Remember, you are not there to sell anything or solicit donations, you are there to provide information which helps solve problems.

2. Poor Appearance

The other day a young woman came into our office selling services for a trucking company. She was dressed as if she were going to a rock concert! She never got the chance to give her whole presentation since I did not take her seriously. If you are going to sell and run your business like a professional, then dress like one. That means clean and pressed shirt and trousers for men and neat blouses and skirts and/or slacks for women. I know that here in California we are into the "casual" look. But for most of the business people I know, they want to deal with salespeople who think enough of them and their time to dress professionally.

3. No Prior Practice

Today their is an overwhelming focus on professional sports in our country. One thing that is critical to every good sports team or individual competitor is practice. Many more hours are being spent in practice than in the heat of actual competition. You must be ready. For everything that comes your way in the execution of the game. If you want the big bucks, you must practice harder and longer. Sales is no different. Find a friend who is positive and helpful to practice with. Ideally, get another salesperson in a different line of product or service and help each other get perfect in each other’s sales presentation.

4. Weak Introduction

It always amazes me how much time a salesperson will spend on introducing themselves and talking about tings or events that don’t relate to the product or service. I think you can tell a prospect who you are initially, but then get to the reason you came by today. Once you establish a rapport with the prospect, and then talk about the weather, sports or whatever. Your initial conversation should start with " Hello, I am Ms. Salesperson and the reason I came buy today is that we have a plan that gives prospects like you (her you outline your benefit). It takes about 5 minutes to explain it and if you are not interested I will leave, however, if you see the benefit to this program I will stay and explain it further. Is that fair enough?

Of course it is fair enough! Now go get ‘em with your well prepared presentation. If the prospect says No, then ask why and go into your well prepared objection handling.

5. Inept demonstration

Remember, YOU are the product or service. However, if you have a product demo or you need to review written material you must know it thoroughly and be very skilled at presentation. Nothing kills a sale faster than someone bumbling through material or product. Look like you have done it a million times. That is what the prospect expects to see.

Sale Professionals avoid these sins at all cost!