Cold Calling: What to do when...

You're on a cold call and the prospect says, "I had a horrible experience with your company."

Say you are sorry and then pause. If they want to tell you more, they will. If not, say, "We've made many changes to improve quality for our customers. I'd like to hear more about your experience and tell you about the changes we've made." Then ask for the appointment and be prepared to discuss your quality strategy.