One of the most famous landmarks in Manhattan is Carnegie Hall. It’s a venue where the world’s leading musicians come to sing and play for the audience. An invitation to play or sing at Carnegie Hall means that you have made it in the musical world. Many years ago, there was a story of young man who was trying to find the famous venue. Clearly lost, in desperation he asked a shopkeeper, “Mister, how do you get to Carnegie Hall?” The shopkeeper’s response was both deft and profound. “Well son, that’s easy. Practice, practice and practice!”
The truth is, the world’s greatest musicians and singers are fastidious at practising. After all, as a musician or singer, practising allows you to make small improvements. Even the most excellent musicians and singers still practice often for many hours a day.
So why is it many salespeople think they don’t need to practice their cold calling conversations? If you need to, lock yourself in a small room with a telephone and a script. Practice your introduction. Practice how you will ask a question to pique the prospects interest. Practice how you will overcome a simple objection such as, “I’m not interested.” Better still, practice what to say if the customer asks you a question. And if they do, what will the question be?
The point I’m making is that, if you want to become brilliant at cold calling, then you can’t just wing it. You have to practice.
Just as musicians practice together, why not practice cold calling with a colleague. Take it in turns. One of you can be the sales professional, and the other can be the prospect. Then reverse the roles. Practice and practice some more. Practice regularly so that every part of your sales conversation is as good as it could possibly be.