4 COLD CALLING MISTAKES THAT ARE COSTING YOU SALES - AND HOW TO FIX THEM

Cold calling can be one of the most challenging yet rewarding parts of sales. But too often, common mistakes can undermine your efforts and lead to lost opportunities. After reflecting on recent calls and coaching sessions, here are four mistakes that might be killing your cold calls—and how to fix them.

1. Making It Obvious It’s a Cold Call

When a call feels scripted and impersonal, prospects are quick to disengage. If you start with, “Hi, I’m calling from a company called…” you immediately signal that it’s a cold call. Instead, approach with confidence, use their name, and introduce yourself naturally. The goal is to make the interaction feel familiar and valuable right from the start.

2. Low Energy and Script Dependence

Energy matters. If you’re following a script word-for-word, it shows. Prospects can sense when a caller is monotone and uninspired, and it’s a surefire way to lose their attention. Switch from a full script to bullet points to maintain structure while allowing your personality to come through. Practice out loud until your delivery feels natural, so your mouth becomes familiar with the words and their order.

3. Not Getting to the Point

Time is precious, and vague, drawn-out questions don’t help. If your opening question is too broad—such as asking, “What are you doing for your cybersecurity?”—you risk losing your prospect’s interest. Be clear and direct about the purpose of your call. Know what you want from the conversation, whether it’s a meeting or valuable information, and structure your questions accordingly. Get specific, and if you hit a dead end, ask one more relevant question and let them go, preserving the relationship for a future call.

4. Struggling to Handle Brush-Offs and Nos

Many cold calls end abruptly when the prospect responds with a brush-off like, “We’re all set” or “Not interested.” The key is to understand that this initial reaction often comes from not fully understanding what you’re offering. Instead of ending the call, ask a follow-up question that adds value or gathers insights for next time. Handling objections with curiosity, rather than pressure, allows you to continue building rapport and sets the stage for a productive future call.

Key Takeaways for Improving Your Cold Calls:

• Approach with confidence and make your opening feel natural.

• Use bullet points to guide your call, and practice to keep your energy high.

• Be clear and direct with your questions to maintain engagement.

• Treat objections and brush-offs as opportunities to gather information, not dead ends.

Cold calling doesn’t have to be intimidating. By avoiding these four common mistakes, you can create more effective and engaging conversations that lead to real opportunities.

Want more insights on cold calling strategies? Dive into our podcast episode for actionable tips and expert advice. Listen here!