This Is Terrible Cold Calling Advice

—And Here’s Why: A Better Approach for Sales Success

Cold calling is an art, but like any art, it can easily go wrong with the wrong advice. Recently, I came across a popular LinkedIn sales influencer’s advice that I believe misses the mark. Here’s the example they provided:

Prospect: “Can you send me an email?”
Sales Rep: “Happy to send you an email. Out of curiosity, what exactly are you looking for in this email?”

On the surface, this might seem like a reasonable response. However, if we dig deeper, this approach has a fundamental flaw.

Why This Advice Falls Short

The reality is that when a prospect asks for an email at the beginning of a call, what they’re often really saying is:

“I’m not looking for anything. I want you to go away, and I’m trying to get off this call as politely as possible.”

If you’re hearing “Email me some info” regularly, it’s a clear sign that your sales strategy needs a refresh. Simply asking what they want in the email does nothing to move the conversation forward; it only gives the prospect an uneasy feeling.

A Better Way to Handle “Email Me Some Info”

If this objection comes up only occasionally, there’s a much more effective way to handle it. Here’s what I suggest:

Sales Rep: “(Prospect name), I’m sure you get calls like this all the time. However, I’m not calling you out of the blue. There’s a strong possibility we could help you [name problem] and [name result], but I would need to ask you a few questions first to be sure. Would that be OK?”

This approach is more direct and shows the prospect that you’re not just another random salesperson but someone who has done their homework. The result? About 20% of prospects will say “OK,” which is a significant improvement.

When the Prospect Still Says No

Even with this approach, some prospects may still decline. Here’s how to handle that:

Sales Rep: “No problem. My timing must be bad for you. Tell you what I’ll do. I’ll send you an email with my contact info just in case you ever run into [name the top three problems your clients typically face]. This way, you have a point of contact in case you need help in the future. Fair enough?”

This leaves the door open for future contact without burning any bridges. You’re providing value even when the timing isn’t right.

Key Takeaways

• Evaluate Your Strategy: If you’re hearing “Email me some info” too often, it’s time to reassess your approach.
• Be Direct and Relevant: Acknowledge the prospect’s likely experience with sales calls and present a compelling reason to continue the conversation.
• Provide a Safety Net: If the prospect still isn’t interested, offer to stay in touch in a way that’s beneficial to them.

By adopting this approach, you can turn a common sales objection into an opportunity, boosting your chances of success in every cold call.