If you’re a manager, there’s no doubt you measure reps’ performance to some extent, by the number of cold calls they make. We expect reps to barrel ahead and blast through the barriers. No excuses. But you know it can be difficult.

The beginning of a new year is a great time to think about the steps you can take to make their job easier.

You can start by recalling the last time a salesperson cold-called you.

Were you happy to take the call or did you have a visceral reaction the second you recognized it as a sales call?

Buyers react viscerally to cold-calls for a number of reasons. Here are two biggies:

  1. The call is unexpected and therefore, an interruption in their day. The rep is wasting their time.
  2. Based on past experience, they “know” the rep didn’t do any home-work and has no clue what they do.

Brainstorm with your reps during your next sales meeting. Think about what would convince you to accept a cold call and share that insight with them.

Here are a few questions to get you thinking:

  • What would a sales rep have to do or say for you to welcome their cold-call?
  • Are you more receptive to a call if you received an email in advance?
  • What are the things reps do or say on a cold-call to you that you hate the most?
  • How can your reps avoid those mistakes?

The new year allows us to start with a fresh slate in many ways. Beginning with a fresh look at how your reps can improve cold-calls is a good way to begin the year.

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