Why Cold Calls Fail

Why Cold Calls Fail – Telesales has a bad rap and many people say, I love selling but hate cold calling but, if for every 10 ‘suspects’ you spoke with resulted in a meeting and every 2 meetings resulted in a sale – Believe me you’d love cold calling!

So why are Your Cold Calls Failing?

There’s 4 Reasons Why Cold Calls Fail

1. You’re Calling the Wrong Suspects
This is the single biggest reason that campaign’s fail, i.e. you haven’t identified the Ideal Prospect Profile or in other words you’ve ill-defined your target market. You’re calling someone who doesn’t have the problem you can fix, or has already fixed the problem with another solution, in other words you’re ‘Late to Market’

2. Right Suspects Wrong Message
Assuming you’re calling someone who has the problem you can fix. You then need to be able to (a) communicate the problem you fix, (b) they must understand they have the problem and (c) you need to be able to state the Value Proposition sufficiently to convince them you have a solution with an acceptable return on investment. The bigger the ‘ticket price’ the less of a problem this is at the early stage, as price is linked to value and value takes time to establish.

3. Timing
Which can be broken down as budget and schedule i.e. they haven’t the budget right now or they can’t schedule implementation of the solution

4. Inappropriate Techniques

In order for the call to work you need to be;
a.      Entertaining
b.      Create curiosity in order to engage interest
c.      You need to do this quickly without appearing rushed – Economy of words is important

The above is all very well with one proviso you need to get your message past the ‘gate keeper’ and communicate with the decision maker. Other obstacles to consider are getting voicemails returned and how to build rapport.

‘Why Cold Calls Fail’ – Now You Know

If you’d like to learn more about how this all works, please feel free to fill out the comment form below or fill in a contact form and we’ll get back to you.

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David Doyle

David has spent 30 years in sales successfully building business from zero to acquisition. Having studied Electronics and Computer Science at DIT and Enterprise Ireland's Export Sales Development Programme, he has spent most of his time in selling technology. He is founder and Managing Director of B2B Sell and leads a small team of experienced business and technology trained sales professionals.

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