How much time do you and your sales team spend trying to overcome objections when you’re cold-calling and telemarketing? If you’re spending a lot of time on it, the more important question is, how successful are you?


If you’re a telemarketer or sales professional, you are guaranteed to meet resistance from your prospects. They may be in dire need of what you have to offer. But still, their natural inclination will be to tell you “no” or “maybe later.” 

If your prospect needs your product, their rejection is usually not about you or your offer. It’s typically about a very human response that resists change. It could also be because there is no time or funding to make the changes they need.

So how, as a sales advisor or cold-caller, can you help them? 

You can help them by taking down the barriers they put up in between themselves and the solution to their problems. 

Getting someone to recognize that they need the help you can offer is a primary responsibility that sales reps have to their potential clients and their company. Getting it done during your cold-calling and telemarketing takes a mindset change and a sensible plan.

Once you get on a roll, it will feel like your ability to get past objections is magical. The reality is, your power will come from knowledge and practice.

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Cold Calling and Telemarketing Preparation

Many sales managers think they can hire anyone, give them a script, see them have immediate success connecting with prospective clients.

In some businesses, it’s easy to set appointments, and this approach can work. 

In other business, getting an appointment is more complicated. If you’re calling on industries where appointment setting is harder, being knowledgable in the industry will make a big difference. 

The main reason it will help to be knowledgable is that the people you’ll be calling with know their industries inside out. They’ll be ready to fire off objections you have not even thought about unless you’re familiar with their particular sectors’ conditions. Without this familiarity, you can’t explain why they should listen to anything you have to offer, much less agree to a follow-up call or meeting.

For prospects to be willing to hear out a cold-caller, they need to feel they’re someone (or represent someone) with something valuable to say. 

Does that make sense?

Now, let’s talk about what kind of information the cold call should have to provide value from the first call.

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Understanding Prospects And Their Objections

When calling on decision-makers in a given industry or position, you can assume they might all be facing a similar set of problems.

You are calling them to help address those problems. So, you should know what obstacles they face when it comes to doing so. Many times these obstacles are also their objections.

I’ll give you an example. 

You sell software that empowers your customers by organizing their finances, automating their accounting processes, and making them more profitable. They can significantly benefit by buying your software, but they are typically swamped and backlogged since they handle all of their planning and daily manually. 

Can you make an educated guess about what most of them will think when you call and ask them to take some time to talk to you? What will be their reaction when they realize that they’ll need additional time to implement the solution you present? 

You guessed it. The likely response will be, “It sounds interesting. I just don’t have the time.”

If you try to push your potential customer to see your point of view, they might resist you further. They might even hang up. To prevent this from happening, don’t push them – empathize with them.

So that you can empathize, you’ll need to understand their position. Then, you’ll need to create a map to help navigate from that position to open-mindedness.

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Map Out Your Cold Calling And Telemarketing Objection-Handling

For your outbound marketing team, becoming able to get past client objections is a journey. This ability is also a must-have for attaining cold-calling success.

They’ll succeed by knowing the objection-causing pain points before they begin. Help them get to the finish line by mapping out the following information to give them the insight they’ll need.

This objection “map” should include the following details:

  1. How your product helps with typical problems faced in their market.
  2. How it helps to save time. 
  3. How it helps to save money.
  4. Common reasons why they may not have solved these problems until now. 
    • How is your solution different than what they’ve done in the past?
  5. Who are the competitors? They can be cheaper, better-known, or have other attributes your prospect will present as objections.
    • What makes you better?
    • If your prospect is with a competitor, why should they switch?

This map can be a flow chart, a list, or whatever format you choose. It will be most effective when your telemarketer has and memorized internalized it. 

As they use it to move through objections, the appointment setting should be knowledgeable and empathetic. They should arouse thoughts of belief in the person on the other end like, “This person knows what they’re doing. And, this person is here to help.”

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The Power of Cold-Calling and Telemarketing Preparedness

Going back to the sales managers that think their telemarketers don’t need anything but a basic script because “they’re just setting an appointment,” there is something you can do if you’re not convinced. 

Listen to your department’s cold-calling and telemarketing call recordings. You will hear gatekeepers and decision-makers alike repeating several reasons why they shouldn’t schedule an appointment with you. 

This exercise will help you see that if your telemarketing representatives understood your industry better, it would strengthen their ability to move your clients to the next step in your sales funnel.

According to Small Business Genius, it’s reasonable to expect that cold-calling and telemarketing will result in a 1-2% success rate. By implementing a plan and proven strategies to overcome objections, we sustain a conversion rate of over 4% across varied industries.

For this reason, we highly suggest that you never rush an outbound marketing campaign.

The best way for any company to maximize the return on their investment is to approach their cold-calling and telemarketing with careful deliberation.

By doing so, they will make one of the hardest parts of sales outreach easy and power through objections like magic.

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