20+ Tips for Cold Calling in the New Year PT 9
9.Have a conversation with your cold caller to determine what constitutes a quality appointment. Be clear of what your expectations are in terms of number of appointments per week or per month. Be aware of the fact that your expectations may not be realistic and might need adjusting. Understand that true cold calling is a slow process done over time. You can’t nor should you expect to hit your goals every week as there are dry spells in every sales and marketing. What’s the longest you’ve ever gone without a sale? If it’s for an extended period of time then why would you expect differently from a telemarketer? Finally, realize that a quality appointment is not a guarantee of a sale.
10. Pacing is everything.
Some sales managers still run their cold calling department like a boiler room operation. While I agree cold calling is a numbers game and you have to make a certain number of calls to reach your goals, it’s not the only thing it is. Cold calling is exhausting. The energy it takes to make 1000’s of calls per week to people who are rude or hang up on you can wear you down. Before you know it, your cold caller is burnt out, booking bad appointments and looking for other work. This is the reason that setting a realistic goal is so important. Cold calling should be done with ease as well as with purpose.