When a person says the word “cold calling,” what’s the first thing that comes to mind? Do your hands start to shake? Do you start to sweat? Does the fear of speaking to a stranger put knots in your stomach?
Well, there’s a new and better way to approach cold calling. Let me share these 4 important tips that will help make your cold calls much more relaxed and enjoyable:
1. Notice Your Focus
In the old traditional way of cold calling, your goal is to make the sale. But that’s really not the best way to approach a perfect stranger, is it? Think about it – not many people enjoy having their business day interrupted with a sales pitch.
So a new and better way of thinking is, “Can I help solve a problem my prospect is experiencing?”
When your focus is about helping people, this feels good. Your only interest is in finding out whether your solution is a “fit” for them. And you’re okay if the answer is no.
Can you see how this reduces the stress of cold calling? You aren’t afraid of failing to make the sale, since “getting the sale” isn’t your goal.
Also, take a look at what happens when you’re focused on the other person rather than yourself. Your anxiety level goes down. You’re trying to help someone, and that makes it a lot easier for you to talk with them.
Oh, and by the way, you also won’t experience the immediate rejection you often get when your focus is only on getting the sale.
2. Become a Problem Solver
Most prospects feel good when they can talk about themselves, share their problems, and explore whether your solution is a fit for them.
So if you become a problem solver, you can build a relationship with the other person in a short amount of time. Remember, most people respond warmly to a conversation about their world.
To become a problem solver, you need to be aware of what problems your prospect is likely experiencing. So put yourself in their shoes. Identify at least one compelling problem that your product or service can solve for them.
When you become a problem solver, the whole process gets directed toward the other person. It’s not about you, it’s about them. You’ve stepped away from the traditional place of persuasion and pressure, and that’s really good. Trust me, you’ll find that cold calling can actually become an enjoyable experience when you approach people this way.
3. Begin with a Conversation
This may shock you, but beginning a cold call with a sales pitch or sales script really hasn’t got a lot to do with conversation. You see, it’s not a dialogue. It’s a monologue. And it doesn’t feel very good to the person on the other end of the telephone. It feels a little pushy and probably a bit boring.
So how do you begin with a conversation? By focusing on the other person, their world, and their issues. You talk with a natural voice, and you’re not overly enthusiastic. You’re really just being yourself.
When you practice opening your cold calls with a conversation, you’ll find yourself less jittery about “performance.” You’re simply being yourself. And others will tend to respond much more naturally, too.
4. Remove the Pressure
You know, sales pressure really kills any opportunity for you to relate honestly and openly with the person you’re calling. When you’re trying to persuade someone to buy from you, the other person can’t feel you’re on their side. Simply put, they don’t trust you. And so the shields go up.
So it’s important that you not bring any sales pressure into the call at all. Really. You can do this and still end up with more sales. Because people tend to react negatively to sales pressure, and positively to understanding and support.
I hope you’ll put into practice these 4 tips to cold calling the new way. You’ll be less tense, and you’ll find that cold calling can be as enjoyable as talking with a good friend.
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