Mistake #1 – Believe the first Negative Response we hear is true and attempt to counter it with logic.
There are two ground rules our targets play by when they receive an appointment setting call of any kind. Discounting this reality simply makes our job more difficult. Ignore them at your peril.
When we place an appointment making call, we must understand that the person we’re calling really doesn’t think they need to talk to us. Our surveys show that less than 5% of the targets in any sales professional’s universe of potential customers believes they are in the market for what we’re selling when we call them.
We must also understand that we are also interrupting our target from doing something when we call, so they don’t want to talk to us.
The result of those two rules is that the target will do anything, including lie to us, to get us off the phone. Most cold calling methodologies teach us to counter their statement using a logical argument or value proposition to convince them that they should meet with us. But if they’re lying to us, why would we think logic would work against a statement that is not true?
I don’t know about you, but I don’t have enough time to make calls until I find that 1 – 5% that is in the market. And heck, half of them seem to be too busy right then anyway. What this means is that we must employ a different approach to get them past this ‘knee jerk’ reaction (we call them Negative or Conditioned Responses) designed to get us off the phone before we can apply any kind of logic or value proposition to their response.
The Appointment Making Formula™ (our methodology) employs a technique we call the Bridge Question™ to get them to stop thinking about how to get us off the phone for a moment and gets them to open their minds to our logical argument and value propositions. (By the way, it works just as well when they are telling the truth.)
If you’d like a copy of our full article on the Top Ten Mistakes Cold Callers Make, information on how we get them past that ‘knee jerk’ reaction, or information on why no team of sales professionals has ever failed to at least double the number of Initial Appointments they were setting after going through one of our programs, give us a call or drop us a line. We love talking about the challenges of appointment making!
Caponi Performance Group and Contact Science jointly market the telephone prospecting and cold calling solution called Coldcalling101™. It is the only comprehensive solution to solving the biggest barrier to success in most selling organizations—the inability to secure enough Initial Appointments to begin the selling process. We accomplish that through simultaneously addressing both the efficiency and effectiveness of the process. We can be reached at 817 224-9900 or at email@example.com. You can also find answers to many of your challenges in our books: Contrary to Popular Belief, Cold Calling DOES Work! Volume I: Effectiveness, The Art of Appointment Making and Volume II: Efficiency, the Science of Appointment Making.
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