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I’ll cover topics ranging from what to say and what not to say all the way to making your potential client feel validated, how to form genuine connections, staying motivated when you’re dragging, studying speech patters and intonation, how to remain in control of the conversation and managing the gatekeeper.

3 Things NEVER to do in a Cold Call

I’ve done a lot of teaching and preaching on Cold Calling tips which usually include exactly what to do….but I thought it also might be helpful to espouse on what NOT to do. Here goes:

Never Ask for Permission

Most importantly, never ask for permission in B2B cold calls. DON’T ask, in any form, “Do you have time for me?” or “Is now a good time to chat”? When you start the discussion in this form, you are not only identifying yourself as a newbie Cold Caller, but you are opening the door for your prospective client to shut it.

Permission is a closed question requiring a simple yes or no answer. 99 times out of 100, your prospective client is a busy person, uninterested in spending time with someone some one unfamiliar, and once you ask permission, you are begging for it to be denied. Don’t give him the chance to deny you.

Never Enter a Debate

Never get into a discussion or a debate. Once your prospective client has shut the door (actively expressed the desire to discontinue the conversation) don’t argue with him.

Attempting to convince someone to listen to you once he has determined that your product or service is not relevant is a waste of your time and energy. A key ingredient to successful Cold Calling is knowing when to cut your losses, and actively calculating where to invest your energy.

It’s simply impossible to take absolutely every call you make all the way to a sale, and therefore, trying to manipulate an uninterested potential client to stay on the phone with you and listen to your pitch is a losing battle.

Never put someone down.

While training, I have witnessed even veteran Cold Callers make offhanded disrespectful comments to gatekeepers and decision influencers like “Who are you to make that decision?” I know it can get frustrating trying to identify with whom you should speak, especially if you’ve made multiple attempts. This method, however, is insulting.

There is a big red line between being confident and being cocky. This is the same line that lies between being persuasive and being pushy, and it extends right into the world between persistence and defiance. Be careful to stay on the right side of the line – when you’re trying to break down a door, everyone on the other side of the door from the receptionist to the CEO deserves to be treated with courtesy.

Don’t give Cold Callers a bad name by taking your frustration out on someone who is simply trying to do her job, just as you are.



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