The Cure for Common Call Reluctance …
Making phone calls is not part of every entrepreneur’s lead generation efforts, but selling is necessary for any business actively working to attract new clients; and sometimes it includes picking up the phone and making a call. While having to make an actual cold call may not be something you would ever need or want do in your business, warm calls can be a very common sales tactic.
Not quite as scary as having to call to a complete stranger, making a call to someone you’ve already met who has expressed an interest in your product or services, is still a practice that often sends chills through the hearts of business professionals who already know and understand picking up the phone is simply one of the important “necessary evils” of doing business. Also called Call Reluctance, the act of avoiding the discomfort of picking up the phone and calling prospective clients is a common and widespread aliment. Good news; there is a cure.
There are two basic causes of Call Reluctance:
- Unfulfilled expectations.
Unfulfilled expectations occur after repeated failure. This is usually caused by the expectation that every call made will automatically have a positive result. Though the rate of success for a warm call is much higher than that of a cold call, it still takes time and effort. The success rate will also vary depending on the product or service you are selling and how well you know the prospect.
Change your objective. If you change your objective from getting a quick “yes” or “no” answer, it’s likely you will make more calls with less effort. Pushing for that quick answer may not be the best route to take since cultivating new clients also consists of building a relationship first based on the know-like-trust factor, with the “selling” to come later. Another key factor is to make calls to only those who truly fit the criteria of your company’s ideal client and disqualify everyone else. When warm calls are made to prospects who already know, like and trust you, and meet the qualifications of your ideal client, you will hear that glorious “yes” far more often than not.
Most entrepreneurs have the urge to keep pushing and talking even after a prospect says “no” or “I’m not interested.” This only results in a defensive and annoyed prospect. The “never take no for an answer” battle cry of many online gurus may work in some arenas, but more often-than-not will simply lead to the disintegration of respect for both you and your business. The longer you keep talking, the more likely you will get a resounding “NO!” from the prospect. That feeling of annoyance will linger and is sure to affect any future contact you have with that company or individual.
If you accept the “no” and counter with an “okay, good-bye,” prospects feel pleasantly respected. They will remember that feeling, which will result in a higher probability that they will be open to speaking with you again in the future when they may be in a better place and need your product or services. Remember to continue working on building a relationship with them, and only call again when you know the iron is hot and they are ready to buy. Prospective customers and clients buy in their own time, for their own reasons; and many of them will eventually become your customers.Prospective customers & clients buy in their own time, for their own reasons; many will eventually become customers.Click To Tweet
If warm calling is something you know your business can benefit from, but is truly too painful for you to manage, consider outsourcing those efforts to a trained professional. Be sure the service provider is trained well in sales, but also takes the time to learn your business and the product or service you are selling inside and out as well.