Myth #1 - Cold Calling is Dead
Some sales people resist the word “cold calling” because it sounds intrusive but whatever you want to call it, there’s no denying that getting on the phone and proactively reaching out to prospective customers can be a highly effective strategy for lead generation.
Even the best social media prospecting professionals rely on generating a portion of their leads from old-school methods like cold calling. Use this method to crank out more high quality leads.
If you stop prospecting, your sales eventually stop. If you prospect the same old way your sales eventually stop. Always be prospecting!
Myth #2 - Scripts Are For Telemarketers
Whenever sales people use the phone for prospecting or making appointments they face the challenge - to use a script or not. Many don’t and mostly the problem is in the definition and perception of a script and what it can do.
The alternative to using a script is "winging it" and being unprepared - this usually yields poor outcomes, particularly when a sales person gets on the phone, unprepared, and then rambles their way through the call.
If you are able to prepare for what you'll say, and then edit, practice, and fine-tune it, why wouldn't you? Surely you want be as professional as possible?
You wouldn’t give a prospect a rough draft of a proposal would you? But a rough draft is precisely what you deliver when you aren't totally prepared on phone calls.
And if the word “script” is what bugs you why not call it a roadmap or call plan?
Myth #3 - Prospects Need Education on Our Product
Why do so many salespeople believe that a meeting with a new customer presents a golden opportunity to talk about their company, products/services, etc? They drone on and on and the meeting ends with the prospect saying, "Thanks, we'll get back to you."
What a prospect really wants to know is how you can HELP them. Help them solve a particular problem or capitalise on an opportunity that affects their business.
In truth most business people want more sales, higher profits, a great image, improved customer enquiry rates, fewer problems. But not more education on your product or service.
Myth #4 - Customers Only Want the Lowest Price
Nothing could be further from the truth. Price becomes less of a factor when value is understood. Help your prospects and customers understand why you are worth the difference!
In every list of buying motivations I've ever read, low price is never the primary motivation; it's important and when everything else is equal, it will be the deciding factor. But very rarely is everything else equal.
The biggest issue in the mind of your prospective customer is not price, and it’s not value – it’s the risk. What if he makes a mistake? It's not just the money, but the emotional cost that your customer will pay if their choice isn't the “right” one.
If by debunking these myths you begin to think about selling in ways that are more positive and rewarding that’s a good thing.
Maybe you might like to raise them at your next sales meeting - see what others in your team believe.
About the author: Stephen Pead is a marketing and media industry veteran of 30 years with significant experience in sales, sales management and general management. He is based in Sydney and specialises in providing high performance sales training for salespeople and sales managers via his company Sales Solutions www.yoursalessolutions.com.au
