The only way to start a cold call

“Hi, my name is Francis, I’m ringing from whereyoustand about how you can get more customers but before I take up any more of your time, is now a convenient moment to talk?”

It amazes me that cold calls still do not start with this basic question. But most don’t seem to which automatically lowers their chance of ever engaging the prospect. What the caller is oblivious to, as they open up, is what people feel when they do. Something like this:

• Oh, an unknown number calling… Is it a client calling from an unknown location, my wife from a different office or my child from the ambulance on the way to hospital? So I answer it because the most common calls I receive are from these people.

“Hello is that Mr Francis Wyburd, how are you today? (pause, as if i know them)…

• They know my name but I don’t recognise theirs…Is this a call I’ve arranged but not put in my diary? Their ‘how are you’ is so familiar I do a double take – have I forgotten an appointment or this person? Do they really want to know about the splinter I got at the weekend? Luckily their pause for my reply is too short for me to answer.

“…I’m calling to talk about the (insert the product/service name  here) which could save you thousands of pounds…”

• Oh oh, they’ve  launched right into their proposition but I’m not really listening. That powerpoint I’m working on is in front of me and so I only half hear what they’re saying so it’s lost on me.
• They pause, ready with the ‘handling objections’ script their call centre manager thinks they need.
• I object: to being interrupted, to having my number, to not being asked for my time,  for wasting my time, for worrying me about my family (I don’t actually say this, I’m English).

And then I ask them to remove my number from their system and never talk to me again before hanging up just as they crank up the “handling objection” routine. From cold call potential to disastrous outcome in seconds.

What’s the learning?

You can’t sell to someone who is busy. Asking the prospect to make time for this conversation is not just about politeness – it’s about making sure they are mentally ready. Not doing so is  a waste of time for everyone concerned.

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