Rejection is unavoidable in cold calling. Even knowing this fact agents and businesses still suffer from handling rejections all the time. It’s because the human brain often stalls facing constant rejection.
Even with top-notch research and skilled agents, 90% of your cold calls have the possibility to face rejection. The reason for this is not your inability, it’s the nature of cold calling. That’s why when your agents start to mitigate rejection, it eventually makes a positive impact on your whole operation.
And so, this blog will discuss how your agents can cope up with rejections strategically and psychologically.
Understanding Rejection in Cold Calling
Rejection is part of cold calling. Only expert cold calling agencies have the capacity to mitigate objections effortlessly. To cope with rejections, you have to first understand why you’re facing it first.
Rejection Reality in Cold Calling
In cold calling, understanding the difference between rejection and objection is significantly important. A ‘no’ does not necessarily mean the door is closed entirely. There is a huge possibility that this ‘no’ is objecting to some of your product’s features. Not entirely the product.
For example, by saying no prospects can indicate that:
- They don’t like some features of your product or service
- They have further requirements or needs
- Price of the offer is not aligning with their budget
- Timing is not right
- Prospects have previous commitments
- We are already using one
Overall, this indicates that prospect is not totally denying, but due to situation demand, they are backing off.
On the other hand, there are clear indicators that means total rejections. Such as:
- We don’t need it
- Don’t call me again
- Don’t have time for these
- Hand up without saying anything
Now to successfully make cold calls by mitigating these, your strategy has to cover direct rejection and soft objections separately.
Rejection Mitigation Techniques for Cold Calling
To cope up with rejection you need highly prepared and skilled agents who have extraordinary mental strength with observation skills. Especially if you’re calling to generate B2B sales leads or to build a list you need to capture every minor detail.
Prior Preparation to Face Rejection Helps Psychologically
90-99% cold calls can end with a negative response. When cold callers understand this fact, it becomes easier for them to tackle the rejection.
Cope with Amygdala Hijack
Amygdala is a part of the human brain that processes emotion, danger and potential risks. Often with sudden shifts this part stops working and brain releases adrenaline and cortisol.
When this occurs, the brain stops responding logically and triggers an aggressive response mode. Cold calling agents have to tackle this all the time. Human psychology breaks when they face rejection. As cold calling agents face constant rejection, it often leads them to have their amygdala hijacked.
And if the contact starts responding badly, chances of breakdown rises drastically. According to YouTuber Barbara Heffernan, you have to train your brain with the possible outcome prior to any engagement. This psychologically gives you the upper hand and prepares you to face any situation with calm and appropriate responses.
Research Your Contacts’ Pain Points
When you understand your prospect’s pain point, you can forecast the response more accurately. For example, sales qualified leads (SQLs) normally show softer responses and cold leads can even show aggressive response.
Use Rejection as Feedback Rather Drawback
Every hard rejection and softer objections are key insights that support building a better strategy. This insight shows the reasons behind rejections and areas to improve. That’s why agents need to utilize every rejection as a core improvement factor.
When these data are integrated with CRM systems, it also improves overall business performance as well.
Strategy and Script to Response Specific Objections
When you get common objections like send me an email, I’m busy now or call me later it means you still have a chance to see action from the contacts. This type of contact usually need follow ups.
That’s why these responses also mean opportunity. Here are some common responses to handle these specific objections:
I’m Busy, Not Now
If you get this response, then ask the contact politely when you can call them. Or what time will be appropriate for them
Not Interest
In a reddit discussion, one user explained the strategy to tackle these objects. When you get not interest ask a following question, is there a better time to call? If the contact responds positively then it indicates a soft objection rather rejection.
Send Me an Email
Ask when is a better time to mail. Also ask if they need any specific information regarding the offer.
Our Budget is Not That Big or We Have Budget Issue
This response means the contact has already turned from marketing qualified to sales qualified lead. These leads need to be handed off to the sales team for further approach and customized offers.
We Already Have a Solution or We Are Currently Taking This From Someone Else
Often contacts response that they are currently taking this solution from someone else. This is a soft rejection where cold callers still have opportunity to make a pitch.
In this type of situation, ask the prospect about what is best and worst thing about their current solution. This instantly gives you their pain points and insight to pitch your offering as a better one.
This prospect may not convert immediately, but with this approach you able to enter them in your conversion funnel. With proper followups these contacts often sees conversion.
Active Listening Helps With Rejection Handling
Active listing is one the most effective ways to tackle and cope with rejection handling. Normally cold calling agents follow a 70:30 method. Here they speak for 30% of the time and let contacts speak for 70%.
When contacts speak more and you listen, it gives you a detailed idea about their pain points and reason behind rejections. These pain points you observed helps to make future outreach strategies.
Final Thoughts
Rejection is part of a cold calling campaign. Even the best strategically set campaigns have the possibility to face around 90% of rejections. Cold calling agents while dealing with this constant rejection feel fatigue and irritation. Which eventually affects the overall campaign.
When agents and businesses manage these rejections strategically it helps to keep the agent’s mental health sound and business revenue positive. Because every rejection is like a key insight. If used accordingly, these insights boost the overall performance of a business.
