Top 10 Mistakes cold callers make on the phone (#4).

Mistake #4 – Not internalizing the message so we sound conversational and confident.

D'ohOne of the biggest excuses I hear sales professionals use when they say they don’t want internalize (or memorize) what they are going to say on a cold call is they don’t want to sound like the proverbial telemarketer.  They complain that those callers just seem to be reading their scripts in a monotone voice.

Actually, I couldn’t agree more.  That occurs when we don’t take ownership of our message and internalize it until we sound conversational.  If we’re reading a script, we do sound like the proverbial telemarketer. 

In a study on effective communications done my UCLA a few years back, it was found that only 7% is derived through the words we use.  The biggest percentage of effective communications on a phone call comes through tonality (38%) because we cannot see facial expressions and body language.  Therefore, we must not only ‘own’ our message, but we must deliver it with passion.  There is only one way the passion can come through and that’s if we know what we’re going to say so we can concentrate on how we deliver it.

You do believe in what you sell, don’t you?  Well then, know what you’re going to say, own it, and deliver it with passion.

If you’d like more information on how to craft and deliver a message that will convey how we’ve helped others, drop us a line or give us a call. Or, if you’re simply interested in 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 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  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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