Having trained hundreds of sales people in effective telephone prospecting, I have witnessed a number of recurring patterns which impact success, both negatively and positively. One key to success is being present and in the call, not “just calling it in”.
Coming out of the training most will apply what they learned quit literally, almost religiously. They are attentive to details, complying with what the process dictates, to the point where they are rigid, almost unnatural. But as a result of putting a structured and proven approach into practice, they usually have a measure of success, meaning more appointments, more returned voice mails, more confidence in facing objections, and usually a big boost to their confidence. It is this increased confidence that puts them at a fork in the road, one path leading to ongoing and growing success, the other back to where they started, if not worse.
Some begin to evolve the process and the technique, introducing their own style without changing the core approach. This allows them to be more conversational, more relaxed casual, more themselves, making the whole experience much more engaging for both the buyer and themselves. This in turn delivers even better results, and encourages reps with the right attitude and work ethic to continuously improve, evolve, and advance both the quality and quantity of their pipelines and sales.
The majority however, travel the other path. They take their initial success and interpret it differently. They see success, revel in it, and take their foot off the gas and their eyes off the ball. They see improvement as an event, not as a process. You can hear it in the way they execute the call, you can see it in their posture and body language. They become complacent and mechanical, believing the momentum will maintain itself, even believing that it will continue it the same trajectory without further effort.
Even as they pick up the phone and dial, it is clear they are not really present, the call is one of a number of things they are doing, whether it’s reading the newspaper, updating their status (even though I would bet they are not present enough to know what their status is), they begin to live a routine, instead of driving the process. They are literally “calling it in”.
Cold calling is like any other skill, it needs to be practiced and executed in the moment, atrophy will quickly set in, and before you know it, you are just going through the motions. Any progress made will quickly be reclaimed by mediocrity.
Doing it, is not the same as executing, and evolving. This is one of the reasons people fail at cold calling, because like most things worth doing, it takes effort and commitment to master and evolve. I think people do not like cold calling because it does require effort, it demands that you to commit and be present every day, every time you pick up the phone. Making a professional cold call is very different from just “call it in”.