Cold calls can damage your business instead of helping it to grow if you are not careful.

Without the right preparation and technique, says Mary Jane Copps, owner of the Phone Lady in Halifax, you could lose potential clients if they are unimpressed with your telephone manner.

The first consideration when calling prospects is the Do Not Call List. If you don’t know the person you are calling, make sure they are not on the list. For complete DNCL rules, visit https://www.lnnte-dncl.gc.ca/nrt-ntr-eng.

Here are five common mistakes to avoid when cold calling:

1. Not leaving a message
If you reach a prospect’s voicemail, leave a message. Just hanging up could damage your business reputation.

Numerous “hang-up” messages or missed calls can unnerve some people, Copps says, particularly if they live alone. Failing to leave a message can be seen as irritating. The prospect may begin to form a negative opinion of you if your name continues to appear on the call display without a message.

Leave a message stating your name, the name of your name business and that you will call back in a few days, she says. You don’t have to ask the prospect to call you back or take any action.

2. Acting as if the call is expected
Be polite and acknowledge that your phone call is a disruption to the prospect.

And don’t begin the call by immediately trying to make small talk. That can be quite annoying, Copps says, because you may have interrupted the person.

Instead, be to-the-point and professional by explaining the reason for the call up front.

3. Ignoring the prospect’s situation
Pay attention to the background noise when you make a cold call.

“Use your listening skills to your advantage,” says Copps. If you call and hear a lot of noise in the background, ask if you can call back at another time.

Doing so shows potential clients that you are respectful of them and their time.

4. Rambling through an introduction
Prepare a clear and concise introduction so the prospect can’t cut in and hang up.

Clearly explain in your opening why you’re calling, says Copps. Remember, it should be about something to interest the client. It’s not about you.

For example, you could say: “Hello, my name is John Smith and I’m with ABC Financial. As a financial advisor in your neighbourhood, I would to invite you to a retirement-planning seminar my team is holding in two weeks.”

5. Asking closed-ended questions
Keep the conversation going by asking open-ended instead of closed-ended questions.

Avoid questions that lead to a “yes” or “no” response, says Copps. Instead, ask questions that urge the prospective client to explain more about himself or herself.

Be careful not to jump from one question to the next. The discussion will seem disjointed if you ask a question about the person’s profession and then immediately move on to whether he or she is a homeowner, says Copps. Instead, make the phone call a conversation by listening to what the person is saying and asking questions that build on one another.

IE