Definition: The willingness to make outbound unsolicited cold calls with the intention of marketing or selling something to people who will most likely be resistant to receiving such calls. Not included in the Wimbush IC Assessment.
Greater Description: This trait describes the willingness of a salesperson to make telephone calls to complete strangers who are more than likely resistant to such calls. It also measures a willingness to make phone calls to others in the course of business.
What the Trait is NOT: This trait does not measure how well a person makes cold calls or how successfully he or she makes them. It does not measure cold call knowhow which is best measured on the Sales Ability Test. It measures willingness to do it which is a major hurdle to the success of the telemarketing function.
Extreme Low: 0 to 4. This person is very reluctant to get on the phone and make calls to strangers for the purpose of marketing something. If this person has a proven record in sales, he or she will have a big problem in a sales position that requires making cold calls. This is not an indicator of integrity and attitude problems.
Low Range: 5 to 39. This person is reluctant to get on the phone and make calls to strangers for the purpose of marketing something or to talk. If this person has a proven record in sales, he or she will have a problem in a sales position that requires cold calling most of the day, especially after the first three months.
Medium Range: 40 to 60. A person will be somewhat reluctant to make cold calls.
High Range: 61 to 80. These people have little fear of making cold calls. They usually make good sales prospectors (getting new customers).
Extreme High: 81 to 100. These people have no fear of making cold calls. They usually make good Sales Prospectors or Hunters (getting new customers). A great strength like this could have a great weakness such as an inability to be aware of others or have little empathy. This is not an indicator of attitude problems.
Would you prefer making sales calls to strangers or preparing papers for a tax return? (Must be one.) Why is that? What experience have you had with that? (Question their answers.)
Do you think people can be scary over the phone? Why is that? (Question their answers.)
Would you enjoy the challenge of talking to strangers on the phone that could get angry at you? Why is that? What experience have you had with that? (Question their answers.)
(Don’t ask any more questions for this trait until you have checked other traits.)
Do you feel it is more efficient to only call people you feel pretty sure you can persuade? Why is that? What experience have you had with that? (Question their answers.)
What is the most difficult time of the day to make sales type calls? Why is that? What about calling people at lunch or dinnertime? (Question their answers.)
(Low empathy is an important trait for this position—ask them about Empathy.)
(If they have a problem calling people at certain times that is an indicator of weak Calling Comfort.)