ught was a sensible amount of persistence and how many rebuffs prospect really give. 43% of the sample said they would give up calling after the very first rejection from the prospective custoThe simplest, most cost-effective and most time-efficient way to win new customers is to pick up the phone and call the prospects. But the concept of “cold calling” sends shivers down the spine of most sales people. It seems totally unnatural to many of us.

As with most irrational fears, such as public speaking, heights and spiders, it is the fear of the unknown rather than anything else that puts sales people off. This is only enhanced by the fear of rejection, a phrase that surely also needs its own phobia name!

While technique is critical, this comes with experience and confidence. The first defining characteristic of a successful cold callers is their persistence. Recent research showed the enormous mismatch between what most sales people thought was a sensible amount of persistence and how many rebuffs prospect really give. 43% of the sample said they would give up calling after the very first rejection from the prospective custom

e of most sales people. It seems totally unnatural to many of us.

As with most irrational fears, such as public speaking, heights and spiders, it is the fear of the unknown rather than anything else that puts sales people off. This is only enhanced by the fear of rejection, a phrase that surely also needs its own phobia name!

While technique is critical, this comes with experience and confidence. The first defining characteristic of a successful cold callers is their persistence. Recent research showed the enormous mismatch between what most sales people thought was a sensible amount of persistence and how many rebuffs prospect really give. 43% of the sample said they would give up calling after the very first rejection from the prospective custo

nything else that puts sales people off. This is only enhanced by the fear of rejection, a phrase that surely also needs its own phobia name!

While technique is critical, this comes with experience and confidence. The first defining characteristic of a successful cold callers is their persistence. Recent research showed the enormous mismatch between what most sales people thought was a sensible amount of persistence and how many rebuffs prospect really give. 43% of the sample said they would give up calling after the very first rejection from the prospective custo

experience and confidence. The first defining characteristic of a successful cold callers is their persistence. Recent research showed the enormous mismatch between what most sales people thought was a sensible amount of persistence and how many rebuffs prospect really give. 43% of the sample said they would give up calling after the very first rejection from the prospective custought was a sensible amount of persistence and how many rebuffs prospect really give. 43% of the sample said they would give up calling after the very first rejection from the prospective customer. Another 23% said they would not call again if the customer said no a second time, 15% the third time and 11% the fourth time. This left only 8% of the sample of sales people chipping away at the prospect’s resistance. However, the research showed that when questioned 73% of prospects said they would give 5 or more “objections” before buying!

So the major lesson is not to take now for an answer. The second lesson is to make sure you are speaking to the right person.

All too often, salespeople start selling to the first person that picks up the phone. This can be a waster of the caller and the prospect’s time if the person at the end of the phone is not the MAN. This is not me being sexist, the MAN is an acronym for Money, Authority and Need.