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Ask any phone cells representative what they hate most about their job and they will tell you that it is cold calling. That's right, making unsolicited calls to potential customers. Cold calling is viewed as a waste of time for them and for the customer. Also, many reps feel that cold calling will not yield the large results that are anticipated. Below are three things that a rep should not do when making cold calls.

First, a sales rep should not contact a potential customer sounding like a robot. It is important to talk with a smile and make sure that voice inflection is present. Prospective customers do not want to talk with someone who sounds monotone and disinterested in what they are attempting to convey during the conversation. Reading a script is a definite no no because it contributes to this type of demeanor.
Secondly, the sales rep should avoid contacting someone that they do not know anything about. Regardless of how the person's phone number was gathered, some facts that qualified them to be on the list of people to call are readily available. The rep placing the call should use this information to personalize the conversation. This will make the prospective customer more comfortable and open to hear what has to be said.
Finally, the sales rep should never place themselves in the position to make a cold call without planning. Although he or she may not know the person that they are calling, their primary objective is to make the call worthwhile for all parties involved. Therefore, the rep should prepare a solid opening to introduce themself and the company. This will determine if the prospective customer will want to continue the call. If the potential customer agrees to move forward with the call, the rep should provide them with a prepared presentation that will spark their interest. Don't bore them by asking a lot of open- ended questions and talking about facts that are irrelevant to the conversation. Also, it is important for the sales rep to avoid doing all of the talking. Allow the potential customer to express his or her thoughts.
Once the presentation is complete, conclude with a closing to determine what the next step will be. The sales rep should never come off too pushy. Ask the person on the other line how do they wish to proceed. If not a purchase today, is it ok to follow-up?
Although cold calling may be frustrating, time consuming, and yield results that are below expectations, with enthusiasm, an effort placed to build relationships, and proper planning, things can definitely change for the better.

Learn more about this author, Otis Wilson.
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