First impressions are expensive
A negative brand impression is hard to undo, especially when it happens on the very first call. In B2B, your caller often is the brand. That’s why we focus on proposition-led conversations, not scripts, and why we care just as much about tone and judgement as we do about outcomes.
Below are five common ways telemarketing creates a poor impression, plus practical fixes you can apply immediately.
1) Coming on too strong
Decision-makers don’t mind confidence. They do mind pressure. If a caller launches into a pitch before they’ve earned attention, it reads as pushy and self-centred. Even a good offer can land badly when the first thirty seconds are all about you.
How to avoid it
- Ask permission: “Have you got 20 seconds for why I’m calling, and you can stop me if it’s not relevant?”
- Lead with an outcome: One line on what you help organisations achieve, then pause.
- Use open questions early: This turns the call into a dialogue. See open questions in telemarketing.
2) Not doing your groundwork
Gatekeepers and senior people can tell within moments whether a call is well aimed. If it sounds generic, it feels like time-wasting. A little preparation changes that. You don’t need deep research on every account, but you do need a clear reason for calling this type of organisation.
How to avoid it
- Build a profiled target list: sector, size, triggers, and likely buying roles. Start here: B2B customer segmentation.
- Do a 60-second pre-dial scan: website, recent news, and the contact’s function. Our checklist is here: sales call preparation.
- Know the alternatives: be able to explain your difference in plain English, without jargon.
3) Failing to ask questions
Talking at people doesn’t build trust. Questions are how you show respect, uncover context, and keep the conversation relevant. Without them, you’re guessing. Worse, the prospect feels like a target rather than a person.
How to avoid it
- Use fewer, better questions: two good openers beat ten checklist prompts.
- Listen to earn the next question: reflect back briefly, then probe the part that matters.
- Keep the call human: work from a proposition, not a script. See authentic telemarketing.
4) Pushing decision-makers to act before they’re ready
One of the fastest ways to damage trust is forcing a decision that isn’t theirs to make yet. Good calls don’t always create a “lead” today. Sometimes the best outcome is permission to speak again when timing improves, budget lands, or a project moves from “consideration” to “action”.
How to avoid it
- Choose a progressive objective: qualify → share a proof point → agree a short next step.
- Offer a sensible follow-up: “Would it be useful to reconnect in early March when budgets are clearer?”
- Define quality meetings properly: agenda, attendees, and a reason to meet. See B2B appointment setting.
5) Unknowledgeable telemarketers
If callers can’t answer basic questions, prospects lose confidence quickly. Not because they expect perfection, but because it signals poor internal alignment. A caller should be able to explain the offer, outline typical outcomes, and handle common objections without sounding defensive.
How to avoid it
- Give callers a simple “truth pack”: outcomes, use cases, constraints, pricing boundaries, and what you don’t do.
- Coach tone as well as content: calm pace, clear words, and space to think. Helpful guidance here: mood music in sales calls.
- Run short practice loops: 5-minute role-plays focused on one objection at a time.
A quick self-check before you dial
- Do I have a clear reason for calling this type of organisation?
- Can I explain the outcome in one sentence?
- Do I have two open questions ready?
- Do I know the right objective for this call?
Next step
If you want calls that leave prospects warmer than you found them, talk to Blue Donkey. We’ll help you build proposition-led calls, stronger preparation habits, and a tone that reflects the brand you want to be.
