Are you tired of facing constant rejection and objections when making cold calls?
As a sales professional, it can be frustrating and demotivating to continuously hear “I’m not interested” or “Send me an email” from prospects. However, with the right skills and mindset, cold calling can be an effective way to book new business meetings and close deals.
And who better to share these skills and insights than Anthony Maddalena, the CEO and founder of PowerCall Global Training. With a background as a full-time cold caller, Anthony has experienced first-hand the challenges and struggles of making successful cold calls. But through his experience and expertise, he has developed a structure for overcoming objections and demonstrating true value right from the start of the call.
So, if you’re looking to up your cold-calling game and overcome objections like a pro, keep reading for some actionable tips from the trenches.
How To Better Overcome Objections
Boost Your Confidence
Are you tired of feeling nervous and unsure every time you pick up the phone to make a cold call?
Believe me, I’ve been there.
Having started my career as a full-time cold caller myself, I know how challenging it can be to muster up the confidence to make those calls, especially when you’re faced with constant rejection and objections.
One of the most effective ways to boost your confidence is through training. Investing in the right cold calling training, delivered by a professional who has been there before, can help you spot and fix issues with your approach and greatly increase your chances of success. This, in turn, makes you a more confident professional.
Another way to boost your confidence is to practice, practice, practice. The more you practice, the more comfortable you’ll become with the cold-calling process. You can role-play different scenarios with a partner or even record your calls and review them later for self-improvement. The key is to build up your confidence through repetition and familiarity.
Remember, confidence is not just about what you say, but how you say it. Your tone of voice, energy, and enthusiasm can make a significant impact on the prospect. So, when you pick up that phone, project confidence, positivity, and professionalism. Believe in the value you bring and let that shine through in every interaction. I always say that if you don’t have an unshakeable belief in the value of what you are selling, it is time to find another job.
But why is this important?
If you’re more confident in your approach, not only will you be able to deal with objections better, but you may even find that you face fewer objections (because you’re pitching better!).
Get The First Interaction Right
Another way to better overcome objections is to build a rapport as quickly as possible. Prospects are always more likely to find an objection when they don’t know or haven’t connected with the person at the end of the phone.
The key is to establish a connection and grab the prospect’s attention right from the start. So how do you do that?
One strategy is to personalise your approach. Instead of launching into a generic pitch, take a moment to research the prospect and find a relevant point of connection. This could be mentioning a recent industry event they attended or highlighting a mutual contact you have in common.
By showing that you’ve done your homework and are genuinely interested in their specific needs, you’ll immediately differentiate yourself from other cold callers.
Another technique is to lead with a compelling question or statement that piques the prospect’s curiosity. This could be something like, “I recently helped a similar company in your industry increase their sales by 30%. What are your priorities for growing your pipeline?”
By offering a tantalizing tidbit of information, you’ll create intrigue and make the prospect more receptive to continuing the conversation without objecting.
When I started in my first SDR (Sales Development Representative) role, I never had any training to help me truly master the crucial first 10 seconds of a cold call, so I had to craft my approach from scratch. I worked hard to identify and learn the necessary ingredients, and I now include them in our cold calling training – get in touch if you’d like to book a spot on our next course.
It would be something of an understatement to assert that objections from gatekeepers and prospects are common hurdles that sales professionals face during cold calling. However, with the right approach, you can tackle these objections head-on and increase your chances of success.
I quickly discovered that one effective way to address gatekeeper objections is by being fully prepared. By taking the time to research the company and understand its organisational structure, you can anticipate gatekeeper objections and have answers to responses such as “What is your call about?” and “Have they spoken to you before?”.
Once you’re past the gatekeeper and onto the prospect, you’ll face a different set of objections.
When it comes to prospect objections, active listening skills play a crucial role. By truly listening to the prospect’s concerns, you can address them directly and demonstrate that you understand their perspective. This will help build rapport and trust, increasing the likelihood of a successful outcome.
Improving your active listening skills is essential for any sales professional. If I’m honest, when I was a new SDR, I struggled to listen enough and was always in a hurry to get my point across, which meant that I cut my prospects off. I learned the hard way and it’s only when I adjusted my approach that I achieved higher success rates.
There are numerous exercises to help you practice active listening, and I highly recommend working them into your daily routine. Here’s a few simple tips to follow:
- Give your full attention: When on a call, eliminate distractions and focus solely on the prospect. This shows them that you value their time and are genuinely interested in what they have to say.
- Take notes: Jot down important information and key details during the call. This demonstrates active engagement and allows you to refer back to the notes later for a more personalised follow-up.
- Ask clarifying questions: When a prospect provides information, ask questions to clarify any points you may not fully understand. This not only shows that you are actively listening but also ensures that you have a complete understanding of their needs.
- Paraphrase and summarise: Throughout the conversation, paraphrase and summarise the prospect’s statements to confirm your understanding. This not only shows that you are actively listening but also helps you solidify the information in your mind.
I have always been impressed by the French philosopher, Voltaire, who said that, “We should judge a man by his questions and not by his answers”.
It’s so true!
By asking the right questions we build credibility in the eyes of the prospect. High-gain questioning is a powerful technique that can help you penetrate resistance and uncover valuable information that you can use to anticipate and overcome later objections. By asking thought-provoking questions, you can engage the prospect, demonstrate your expertise, and gain insights that will enable you to tailor your approach.
To effectively utilise high-gain questioning, start with open-ended questions that encourage the prospect to provide detailed responses. These types of questions cannot be answered with a simple “yes” or “no” and require the prospect to think and provide more information. For example, instead of asking, “Are you interested in our product?”, you can ask, “Tell me about your priorities for dealing with (insert topic)”
Another technique is to ask probing questions that dig deeper into the prospect’s pain points and motivations. This allows you to uncover their underlying needs and present your solution as the answer to their problems. For instance, you can ask, “How effective has the current solution you’re using been in addressing your challenges?” or “What specific results are you looking to achieve?”.
Active listening plays a crucial role in the effectiveness of high-gain questioning. By listening attentively to the prospect’s responses, you can pick up on key details and use that information to guide your questioning. This shows the prospect that you genuinely care about their needs and increases their trust in you as a sales professional.
Turn Objections Into Opportunities
Another approach is to turn objections into opportunities. Instead of viewing objections as roadblocks, see them as a chance to engage with the prospect and provide solutions. By reframing objections as a conversation rather than a rejection, you can demonstrate your expertise and showcase the value you can bring.
Try Assumptive Closing
Closing the deal is the ultimate goal of any cold call. It’s the moment when all of your hard work and preparation comes together to secure a sale. Implementing assumptive closing techniques can help you navigate the final stages of the call and increase your chances of sealing the deal.
One effective technique is to seek advancement towards the sale throughout the conversation. This means speaking and acting as if the prospect has already made the decision to purchase. By using assumptive language, such as “If you decide to use our product,” you create a sense of inevitability and confidence.
Another technique is to ask closing questions that guide the prospect towards a positive decision. For example, you can ask, “Would you like us to move forward with the paperwork?” or “Which package would you like to proceed with?” These questions assume that the prospect is ready to make a purchase and encourage them to commit.
Additionally, utilising scarcity or urgency can create a sense of FOMO (fear of missing out) and push the prospect towards a decision. For example, you can mention limited-time offers or the benefits of acting now to secure a better deal.
Thanks for taking the time to read this article. It’s a pleasure to play a role in supporting the next generation of cold-calling professionals!
If you would like to learn more tips, why not read our blog: How to Create a Successful Cold Calling Script.