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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.

He said “No.” Now what? Part II

As a Cold Caller, you are taught not to give up – it’s important to remember that when you get a “No.”

Last week, we broke down an objection into two parts – why your potential client is refusing, and what exactly he is refusing.  As I mentioned, in Cold Calling, “No” doesn’t always mean “Never.”  Today, we are going to take a look at the what and address how to overcome it..

What exactly is your potential client refusing?

At what point in the process is he neglecting to move forward?

  • The opportunity to speak and engage in conversation
  • An in person appointment
  • Referring you to a decision maker
  • Purchasing at your proposed price


Getting him on the phone initially

Yes, even here you have some control.  What can you do differently? Call an alternate phone extension to get another crack at a decision-maker. Tailor your voice or your style to match that of your prospects’ better. Do better homework to make sure that this is a viable potential client. Try at different times of day.  Be friendly and respectful (without giving too much away) to the gatekeeper.

Moving to a sit-down meeting

Are you stuck?  If your prospect engages you via phone but refuses to promote the relationship to an in-person meeting, you are missing some information.  Either the person you targeted is ultimately not a decision-maker and therefore does not have the influence to arrange and in-person meeting, or you need to go back to the why. Perhaps the timing is wrong – find out when they are seeking to make a change, or when their contract with their current provider expires.  Your research is not done.

Referring you to a decision maker

Have you reached someone who is clearly not the end of the line? Go back and do more homework. Try another extension.  Ask respectful and creative questions of the gatekeeper, or even of the person with whom you have already engaged. There is unlimited information available online, so it has become exponentially simpler to chart the organization of any firm.  If the one you thought was the decision maker cannot get you to the right person, take the responsibility on yourself.

Refusing at your price

You may be tempted – oh so tempted – to slash prices and offer discounts to close a sale. If price is truly the deal breaker, and your potential client has been with you every step of the way until you talk money, re-examine whether or not this is an ideal client.  Everybody loves to bargain, but are you in the same ball park?  Once you issue discounts, you have completely undercut the value you present.  You have taught your client that your initial word is not your final word.  Make sure you are targeting firms who can not only benefit from the value of your product, but have the budget to support it.

The rejection is to the product/price/timing – not to YOU

As much of myself as I invest (emotion, dedication, genuine enthusiasm) in my sales process, I do know how to draw the line and recognize that my potential client is not rejecting ME.  For whatever reason, he is rejecting the product that I’m selling.  I always train to invest personally in your product – really let the product get under your skin, believe in it, and you will be successful selling it.  It’s important to recognize at some point, however, that the rejection is not personal.

Once you have done all your homework, approached the process fully prepared, and given it your best shot more than once, understand that sometimes… simply have to move on.


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