Telephone prospecting can be tough but sometimes we’re our own worst enemies.
Recently, I have been monitoring dozens of calls by various reps. I listen and watch as some succeed and others fail. Based on these calls (and hundreds of similar calls over the years)here is my list of nine reasons why tele-prospectors fail to achieve the results they could or should get.
Reason #1: Lack of a Clearly Defined Goal, Objectives and Plan
To succeed in telephone prospecting you need three fundamental components. First, you need a clearly defined goal to help drive you to pick up the phone and prospect. Is to achieve a monetary goal? Is it to build your book of business and minimize future risk? Is it to save your job? All of these are compelling reasons.
Second, you need specific calling objectives. Focus on decision maker contacts. If your objective is five new contacts per day, work until you get it. You might be able to do that in ten or fifteen dials … or it might take thirty.
The third component is a game plan. Tele-prospectors fail when they don’t block time to make their calls, when they don’t have a list ready to go, when they haven’t prepared a script or call guide, when they haven’t practiced and the list goes on. They wing it and they fail.
Reason #2: Lack of Ambition/Drive
Let’s face it, there’s not a good deal of hope for someone who is indifferent about their success. If the internal pilot light doesn’t burn bright within you then chances are you’ll fail. This doesn’t make you a bad person or a flawed individual. It makes you a person who lacks the ambition to succeed in this particular job. If that’s the case, fin something else you are passionate about and you’ll do better.
Reason #3: Lack of Self Discipline
Perhaps discipline is the key to any form of success. It is the ability to stay the course. Take dieting, for example. Stick to the diet and exercise program and you’ll lose weight. Cold calling is the same. Stick to it. Stick to your strategy and stick to your plan even when every fibre in your body screams “no, don’t do it.” If you do that, you WILL succeed.
Reason #4: Procrastination
Procrastination is that dark little cloud that scuttles across the success horizon. We put off what we know we must do. Often we are ‘waiting for perfect.’ Of course, perfect never comes but we convince ourselves it’s just another half hour away. And that’s the real culprit: the self-rationalization of why we didn’t pick up the phone and make the calls. It’s coming up with lame excuses and then believing them.
Reason #5: Lack of Persistence
Persistence is a close cousin of self-discipline but it refers to giving up too soon. Instead of making fifty dials we make forty. Instead of setting a goal of reaching fifteen decision makers we quit when we get to twelve, or thirteen or even fourteen. Persistence is not following on a prospect four, five or six times but rather settling on two.
Reason #6: Negative Outlook/Attitude
You can almost guarantee that a person with a positive mental attitude will succeed in virtually any endeavor. A person with a negative mental attitude will invariably fail. A negative person sees walls, obstacles and barriers with every cold call. Here’s what they say or think: “Oh they won’t be interested,” “Oh, no one is in on Fridays,” “Oh, I wouldn’t want to be bothered this early in the morning,” “Oh, that list is lousy,” “Oh, our competitor has a better price.” You get the picture.
Reason #7: Lack of Decisiveness
Ever notice how decisive people tend to succeed in almost anything they do. Decisive telephone prospectors don’t hum and haw, they pick up the phone and get at it. They may not like cold calling but they deal with it. They ‘git ‘er done.’ Indecisive people waffle, hesitate, delay.
Reason #8: Lack of Risk
Successful telephone cold callers will take a degree of risk. Smart risk. They’ll call early in the morning (like 7:00 a.m) or later in the day (like 6 p.m.) and risk the ire of a prospect. They’ll risk the fact that the prospect has call display but will still may a half dozen, well timed calls. They’ll do something a little bold like send a bottle of spice, or a cookbook, or a fishing fly hook, or whatever to catch the eye of the prospect.
Successful people have a degree of audacity. Those who fail, don’t. They play it safe. Always. And they’re left with table scraps … if that.
Reason #9: Poor Company
Those who fail at prospecting tend to hang out with others who are in the same boat. (Did someone say “Titanic?”) They commiserate with one another. Misery adores company. Meanwhile, successful telephone prospectors are phone, dialling, get past gatekeepers, speaking to prospects, setting appointments, getting sales … that sort of thing.
I wish I was perfect. I am not. Far from it. From time to time I fall into one or more of these categories. I know I sometimes procrastinate. Sometimes I lack discipline, and on occasion fail to persist.
But I know that I am doing it. And I take responsibility for it. And it doesn’t last long.
Learn to recognize why you fail and when you do, nip it in the bud … and start succeeding.