Reasons for Cold Calling Failure

Successful cold calling is not as simple as it appears to be. In spite of the preparation, thoughts, listing of targets and persistence efforts, the cold calling campaigns do not provide an average success rate. Several cold calls also turn out to be total failures. Every business representative who has gone through these experiences needs to sit back and identify the areas and causes that result in failure. These causes could be due to several small and major reasons. Procrastination, inattentiveness, fears of failure can be some of them. These reasons are not always related to new or inexperienced cold callers but can happen with the experienced ones too.

Some of the reasons that lead to failure of cold calls can be listed as follows:


Irregularity in planning and prioritizing cold calls

Though business reps plan cold calls, if there is no consistency in the schedule or setting up priority cold calls, it creates a lag and this affects the output of the calls gradually. Procrastination of calls also affects the continuity and the productivity.

Lack of follow up

If an initial call has been a success but there is negligence in follow up with the client, it delivers an incorrect message. Regular follow ups indicate commitment and reliability in business. If there is too much to remember at work, you can always set reminders for follow up calls.

Fear of rejection

This cause can affect even the experienced cold callers. Cold calling comes with a package of high possibility of being rejected. However, if the call is initiated with a fear of rejection, this can possibly reflect in the tone of the speaker. The lack of positive approach in the tone and conversation increases the possibility of being rejected. Hence, a positive attitude is extremely important in cold calling.

Incorrect script and script reading

If the cold calling script is too long, too short or you have not prepared it in the correct delivery style, it can reflect very badly. Every script needs a lot of work around and practice to deliver it perfectly. Similarly, the script should help you prepare for objections and rejections. You need to consider these points and work on them when you prepare for a cold call.

Directing and closing the conversations

When you lead the conversation, you should be able to grab the interest of the listener by proposing things that are of interest and advantage. Else, the B2B does not serve the purpose and the receiver gets detached. Similarly, the conclusion of the call should end on a positive note that provides an assurance from your end. Else the prospect loses interest in the call.

Inappropriate speech delivery

The tone of your speech on the cold calls says a lot. If you are taking unnecessary pauses or if you sound disinterested or dominating, the clients can quickly get turned off. Similarly, if there are other things in your mind and you are not giving your complete attention to the call, it reflects in your speech too.

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