4 Words that Ruin Cold Calls

A sales person can have the best preparation and presentation, but four words at the beginning of a cold call can turn off prospects.  You have probably heard these four little words when you received a call from a stranger wanting to sell you something.

You may have been taught to use these words at the beginning of your cold call, but it is possible to learn another way to make calls that will bring better results.

Most people who receive a scripted sales call are very annoyed when hearing artificial sales scripts.  There is something awkward about using a sales script that can force your cold call to go in the wrong direction fast . . . and cause you to lose the prospect during the first nine seconds of the call.

What is your first thought when you are asked “how are you today?” by a stranger – cold calling – who calls you at home or in your office?  I don’t know about you, but my first thought is: This person is going to try and sell me something.

And I immediately begin to think of ways to end the conversation. I also feel the caller does not really care – and does not really want to know how I am.  He or she feels it sounds good or friendly to ask: “How are you?”  WRONG. It raises a red flag if you don’t know the caller. People know it is not real. It does not sound sincere.

The Call that Kept me Listening

The best telephone marketing call I ever received was from a well-known credit card company.  (This was seven years ago – before we were angry at most credit card companies.) Here is how it went after the caller identified herself and her company:

“First of all I want to thank you for being such a good customer. We really appreciate your business.”

I liked that. I felt valued as a customer even though I am sure that EVERY person she called that day was being thanked – and treated as a valued customer.

Then the caller got right to the point.  (Smart. I felt like she would not waste my time.)

“The reason I’m calling today is that we are reaching out to our preferred customers to let them know about a special program we are offering.”

(Again, I realized that EVERY person she called was a “preferred customer,” but it was still nice to hear those words.)

She had my complete attention. She didn’t waste my time. She got right to the point. I was a preferred customer and it sounded as though I might benefit from this “special program.” I was all ears.

She Made the Sale

The caller then went on to tell me about three of the benefits I would get if I upgraded to the Gold Card.  These were money-saving benefits, including discounts with businesses I regularly dealt with.

I upgraded.

This sales person had my attention from the first sentence. She sounded professional and immediately answered my mental “what’s in it for me” question.  And she did not use the words that ruin cold calls; did not ask “how are you today” at the beginning of the call.