What’s Wrong with This Cold Call? - What Advice Would You Give? by Jerry Hocutt

My intercom buzzed.  “Line 1.  Sounds like a cold call.  Couldn’t understand her name.  Sounds like Stacy or Tracy.  Something like that.  Couldn’t catch the company name either.”

When I picked up the phone, the caller quickly said her name, but I still couldn’t catch it.  She said her company name, which I also didn’t understand.  Without taking a breath she said her assistant saw my website about sales training, and followed with “We’re looking for a radio talk show host on sales training.  Would you like to do this for one hour each day for the next thirteen weeks?”

All the above happened in less than 45 seconds.



Can you predict the answer?

How would you have answered her question? 

If she asks you for help in improving her next call, what will you tell her?  What did she do right?  What did she do wrong?  Could she, or should she, be able to predict the outcome of her calls if she keeps using this script? 

Her call wasn’t all bad.  She scored several points.

1. She made the cold call.  That’s good.  I respect her for that. She took the initiative.


2. She did some basic research by finding my website and learning a little about me.


3. She was enthusiastic. 

Advice I would give if asked (but wasn’t)

1. By not clearly stating her name and company name, there’s no connection and people find it easier to say “Not interested” and hang up.


2. By not saying her name clearly, she puts the prospect in an embarrassing position, because most people won’t ask for her to repeat the name.  But I was curious, so had her send me an email so I could see the name.  Her name was Tacy; not Tracy or Stacy.  If she’s known that people have difficulty with her name (and I’m sure it’s happened more than once), she should introduce herself as “Tacy – like Stacy but without the S.” 


3. When identifying her company, she didn’t say the name clearly.  Problem is, now I’m confused about two things: her name and her company.  Are they both legitimate?  Did she gloss over the names on purpose?  As a result, I’m not paying attention to her spiel because I’m trying to figure out who she is and what she’s up to.  I’m not interested.  Or curious.  I’m wary.


4. She asked if I wanted to be a radio talk show host.  Now why in the world would she ask me that?  That’s crazy!  She hasn’t even asked me a qualifying question yet.  Like, oh, I don’t know, “Have you ever been a radio talk show host?”  Or, “How good are you at interviewing guests?”  Maybe, “Can you even speak in coherent sentences?”


5. But she did ask if I was interested.  “Would you like to do this for one hour a day for the next thirteen weeks?”  Huh?  In less than 45 seconds we’ve gone from a cold call to making a major decision that will require a minimum 65 hour commitment of my time.  And that’s not counting the hours of talk show prep work that could easily triple the hours she’s asking for.  She’ll get a decision, but it’s not the one she’s hoping for. 


6. I did have a question in the back of my mind if she cared to ask.  But she didn’t.  So I asked (correctly predicting the answer already): “What will I get paid?”  Ah, there’s the rub.  I wouldn’t get paid.  The fact of the matter is, it would cost me $6700 to be my own talk show host.  Plus, I’d have to find my own guests, and produce the show.  I’d have to learn the skills of a radio talk show host on my own.  Now I’m no genius, but I know it took me years to learn how to be a professional speaker.  And I’m sure there’s no shortcut for being a professional radio host either.


7. What she was selling was not for me to be a successful radio talk show host.  She was selling a $6700 package of airtime they had the rights to; she could care less whether I bombed as long as she made her commission.


8. Bottom line: well, you already know that.  It had a scam feeling about it.  But I found her company does have a large Internet presence, it’s well known, and they’re probably respectable.  So was Bernie Madoff at one time.  But in 45 seconds the call was over, the sale was lost, the relationship forever ended.  Maybe her technique works on those with big egos who may jump at the chance.  I don’t know.

My advice to her in a nutshell

Be clear about who you are, who you represent, what’s in it for customer, what it costs, and never – ever – ever – ask for a yes or no, $6700/13 week commitment-decision to buy on the fist cold call.  She raised too many red flags, created too many suspicions, and lost trust.

But that’s just me.  What’s your advice?

About The Author:

© 2009 Jerry Hocutt. Read more articles by Jerry at his blog http://footinthedoor.squarespace.com/journal and listen to a free preview of his CD/MP3 audio program Cold Calling for Cowards® at http://www.footinthedoor.com/freepreview.html.

For more article, visit Jerry's new site http://www.salesposse.com.