Cold Calling: 9 Nasty “No-No’s” to avoid
It’s a fact: The majority of people don’t like using the telephone in business. This can apply equally to those receiving calls (decision makers, high ranking officers, heads of department), or those tasked with making calls. So why do some people make the situation more difficult than it has to be?
There’s no magic bullet of course. The point is not to make your call sound like a sales call. Easier said than done, I hear you say. Perhaps, but here are nine nasty “No-No’s” to avoid at all costs that will give you away as the slimy salesperson people love to hate and that’ll significantly hamper your chances of holding court with decision makers:
1. Over-familiarity: Using words like “mate” “buddy” “love” are call killers. These will kill calls stone dead. If the person you’re calling doesn’t know you, you’ve no right to address them in this way. There will be no rapport between you and they won’t thank you for it.
2. Telling the person you’re calling: “I’m not trying to sell you anything”. Yeah right! Need I say any more?
3. “How are you today?” OK, not a capital crime as a question in itself. Be honest though, do you really care about their well-being? You don’t know each other, it’s unlikely you’ve genuine concern and just sounds like false sincerity.
4. “This is just a courtesy call…” So interrupting someone is considered a courtesy, is it? Not to busy prospects. Again, it’s used in call centres too often by companies that that have no previous relationship with prospects.
5. Reading from a script. This will offend the sensibilities of some. Scripting is a process that the telemarketing industry has employed for decades. Apart from knowing exactly what you need to say in the first few seconds of a call to establish if you and the person you’re calling have anything to discuss, do you really need a script to engage a prospect in conversation? As long as you ask pertinent questions based on their previous answers and facts about their situation, throw away the script. People can tell when the person calling is reading from a script anyway.
6. Communicating relevant information to the wrong people. I’m referring here to receptionists and “gatekeepers”, but NOT to PA’s to the director (you often need to develop relationships with them). “Gatekeepers” don’t need to know the details of your product, service or even the questions you intend to ask. The person you intend to reach is a decision maker. Don’t let “gatekeepers” make executive decisions. Let decision makers do this. Make it a rule to take a “No” from a decision maker and nobody else. You control to whom you offer information, your time, and your expertise. The person you offend here is yourself for giving of yourself too cheaply!
7. “It’s confidential”. In what seems contradictory to point 6, telling gatekeepers and assistants “It’s confidential” when they enquire about the nature of your call, kills the call stone dead. All you’re there to do, is establish with the decision maker (in 60 seconds or less), whether the two of you have anything business related to discuss. Again, that decision rests with the decision maker, but dismissing receptionists, gatekeepers or assistants doesn’t pay.
8. Losing your temper. The object of your call wasn’t to get into a battle of wits with anyone, especially not the gatekeepers to whom you’re not selling anyway. Sadly, such practice is all too common. There are no prizes for shouting, being foul-mouthed or rude, and such behaviour will grant no access to decision makers.
9. Unsubstantiated Lies. This is where under some totally false or improbable pretext (such as winning a coveted prize) you attempt to hoodwink or deceive the people you call. Once you’re found out, your reputation and that of the company you represent will forever be tarnished in the eyes and mind of your intended prospects. And since bad news tend to spread faster than good news, it’s just better to avoid such tactics altogether.
If you still struggle to make an impact with your cold calling, prospecting and lead generation by phone, then phoneforbusiness can help. Contact us at shaun@phoneforbusiness.com or call +44 (0)203 348 8702.
Copyright: Shaun Gisbourne 2009
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Nice one Shaun. One of my pet hates is being called ‘Mrs’ or the caller using my name. Not sure why, but it does feel as though they have some familiarity with me, which they don’t. I also dislike the script… If you have a question/comment that’s not on their list, you’re doomed/throws the caller sideways. See Natasha Kaplinski for reference.
Another for number one: “you guys”
“3. “How are you today?” OK, not a capital crime as a question in itself.”
It IS a capital crime on a cold call, though ;)!
So’s chewing and/ or smoking/ drinking (breathing’s okay as long as it’s not heavy…)
How about talking AT or DOWN TO the recipient - that’s a nasty one!
Or rushing your words to ‘get it all in’ - that’s not as bad (it’s usually down to nerves) yet it is an irritant to the listener and counterproductive.
Oh, and not knowing when to shut up when you’ve achieved the purpose of the call…
Bye for now then
Linda
Another pet hate of mine is the indignation they have when you say you don’t use their services or anything like them. It’s like “Eh? Are you a freak or something?”.
“No, it’s just that I don’t need a water cooler, I’ve got a tap, now truttle on and annoy some other fop”
Brilliant feedback and suggestions, thanks to you all.
Emma, (not Mrs Crabtree?)not seen Natasha Kaplinsky. Have you any reference to the situation you mention?
Jeremy, a definite no-no, not representative, never politically correct
Linda, some people even EAT on the phone when they pick up. Sad but true. Then there’s “verbal vomit” that some callers throw up at you as soon as they know the phone’s been answered (sometimes nerves, sometimes they’ve been scripted into it)
Andy, you’ve described the alien concept that says: You’re not one of us are you? Alienates any future prospect of ever doing business (having a rapport even!)