I am the world’s biggest fan of the phone and cold calling. What I know is that, as Anthony Ianarrino often says, the phone is the fastest and least expensive way to a new customer. It has become even more powerful in the last decade or so as gutless “salespeople” turn to digital methods where rejection isn’t as cutting or quick. How much can an ignored email hurt? Not much, but being rejected verbally? That can sting.
What smart, successful salespeople will tell you is that the phone is second only to a face to face meeting. Connecting via voice makes you far more human to your prospect. Intonation and emotion are not transferrable via text.
Why Some People Fail on the Phone
Building rapport and getting a meeting via the phone is an art form, and like all forms of art, practice makes you better. Overcoming nervousness while cold calling happens through repetition. However,
Everyone hates robocalls. To this day I have yet to hear anyone describe a robocall that caused them to take action. A salesperson who sounds stilted and rote is not much better than a machine, and humans do not connect with machines. They may LOVE machines, like the one you’re reading this on, but machines do not create emotional, trust-based relationships with humans. Don’t behave like one on your call.
The way to practice without sounding practiced is to rehearse not only your script but by practicing sounding authentic and connecting with your prospect. Humor can work wonders, and so can a pledge to not waste your prospect’s time. Offer something of value that makes your call worth taking (information that will help their business for instance), and be present, sound human, and don’t treat them like one of a hundred calls you’ll be making today, even if they are.