In the old traditional cold calling mindset, we’ve been trained to be in kind of an attack mode if someone back-pedals. We panic a little and start to press for a sale.
But this will only make your cold calls more painful. Whenever the other person isn’t sure, we should step back, not press forward.
Whenever we hear an objection, we get scared. You might think you’re not attached to making the sale, but if you panic when someone gives you an objection, this is proof that you’re really attached after all.
So when you catch yourself reacting during a cold call – stop. Take a deep breath and physically relax before you do anything else. Here are five good reasons to step back when you face objections or resistance during your cold calling:
1. Honor the “weak moment”
Maybe you’ve never thought of this. An objection or reluctance is really the greatest moment of vulnerability for prospects. It’s a “weak moment” for them because they aren’t sure. If they were sure, they’d simply say “yes” or “no.”
But they aren’t sure. So they may be using an “objection” as a way to buy time, to get some space so they can stay in control. They’re doing this because they assume that you’re going to try and “sell” them.
When you demonstrate your willingness to honor their process and let them sort things through, this puts you on their side. And that’s exactly where you want to be.
2. The “killer instinct” kills sales
Traditional sales training instills a sort of “killer instinct” in us. It encourages us to strike at the weak moments. When potential clients seem uncertain, you’re supposed to push harder.
But that only creates more resistance and fear. Whatever honest connection you’ve developed at this point completely disappears. Everyone dislikes the feeling of being pushed. And prospects respond by digging in their heels.
Sales pressure is a mighty saboteur. It comes in all shapes, sizes, and flavors. The last thing you want is to introduce this into your cold calling conversations. It doesn’t normally create good outcomes. It usually triggers pressure, resistance, and tension.
3. The truth goes into hiding
When you “push forward” during your cold calls, prospects often won’t tell you the truth about their situation. They don't know how to tell the truth and still stay in control. They may be convinced that if they do tell you the truth, you’ll only pressure them more.
If we continue moving blindly forward in our cold calling conversations, we’re in “chase mode.” And we may be chasing something very unrealistic for this particular prospect.
So when you stop pushing forward at the first sign of resistance, then you’ll stop triggering evasive responses. You’ll find people more comfortable sharing the truth about where they’re at, and you can more easily find out if your solution is really a fit for them.
4. Sales pressure destroys trust
If you push things forward in your cold calling conversations, potential clients will feel pressured. And they’ll stop trusting you. Remember, loss of trust usually means loss of the sale.
When they make themselves vulnerable by expressing hesitations, let them know that you’ll listen rather than attack. They’ll feel safer and they’ll start to relax.
So consider every objection, stepping back, or back-pedaling to be a gift of clarity. They’re either telling you the truth about their concerns, or sharing that they’re a little scared. They may have had some really bad experiences with salespeople in the past, and fear this may be another one.
This is an opportunity for you to stand out from the crowd. Let them talk about their issues without you trying to force things into a sale. When you do this, you win trust. It shows that you’re genuinely concerned about them and their issues.
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