Cold calling can be a daunting task for even the most prepared promotional products salesperson. There are certain habits, however, that can turn your sales pitch from tragedy to triumph. Consider these do’s and don’ts for sales calls to ensure that you’re confident, prepared and ready to succeed the next time you reach out to a prospect.

Do research your prospect.

One of the best ways to let a prospective client know you’re invested in their interests is to include them in your pitch. Do some relevant Google searches and check them out on social media to help you understand their business model and pain points, then come up with some branded merch solutions that might help solve them.

Don’t be too prepared.

Going into an initial call with too many specifics and an exact plan tends to discourage prospects. A good cold caller should be able to consider information a prospect is sharing and apply their knowledge to provide a solution. Though research and preparation are important, showing your client that you’re too prepared will likely turn them off.

Do time your call wisely.

CallHippo’s research shows that the best time to call prospects is from 4 to 5 p.m. The best day is typically Wednesday, when prospects are already immersed in the workweek. If you catch them during a productive time, your chances of success will increase.

4 to 5 p.m.
the best time of day to make a sales call (CallHippo)

Don’t call on a break.

Fridays, Mondays and weekends are statistically the worst days to call prospects, according to CallHippo. Employees tend to be either still recovering from the weekend or preparing for it and won’t likely be as open to new business prospects. Similarly, times of day when employees are least productive, such as lunchtime, or the second half of a Friday shift, are times you should steer away from.

Do prepare for rejection.

Cold calling is a field full of rejection. Being prepared for the inevitable doesn’t mean going into the call expecting to fail; instead, learn not to take the disappointment personally. Rejection is simply a way for you to gauge what’s working and what isn’t with your pitch.

Don’t argue.

Though you should be prepared for rejection, you shouldn’t be argumentative under any circumstances. This will take you further from a solution and turn the prospect off from your pitch – when your role is to provide a solution. If you receive a no, take it in stride and move on.

Do build up to the pitch.

Before introducing your services, your prospect should understand that you’ve acknowledged their needs and are only introducing a solution because it’s needed.

Don’t lead with a presentation.

If you’re eager to present the types of promo products you offer – without first discussing their unique situation – the prospective client will likely feel rushed, uninterested and unattached to whatever solution you’re offering.