You will encounter resistance when you cold call. Prepare for all the possible objections you’re likely to hear so you’re not thrown-off by it. In this short video clip, Joe Friedman suggests how you can prepare for the kinds of resistance salespeople sometimes face when cold calling.
One of the things that happens whenever we’re cold calling is resistance. And that resistance comes in the form of every reason the person you’re trying to get the meeting with has either not to want to talk to you or not to want to meet:
“Product is viewed as a commodity”
“Bad experience with your company”
“Bad experience with you”
“We just signed a contract”
“Those decisions are made nationally and not locally”
“I’m not the right person”
“Can you earn the right to get some of my time?“
So there’s all sorts of reasons. And one of the very first things you need to do, as it relates to your prospecting, is ask this question: What is every reason on the planet that they have to say “no” to talking or “no” to meeting. And then the next step is to come up with every imaginable answer you can come up with.
You are going to get resistance and you need to handle it—because many people on the receiving end of cold calls look at this as a game or as a test. “Can you earn the right to get some of my time?“ The way they’re going to do that is to torture you with every imaginable push back and resistance that they can think of. You need to be prepared to handle it.
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Joe has over 20 years experience in sales, training, and consulting. Selling and delivering training is Joe’s passion. Joe’s career path has taken him from the faculty at Northeastern Illinois University to First Chicago, to another training firm before joining his friend David (who kept calling, and calling, and calling) to form ZEHREN♦FRIEDMAN.