Let's say you're at your office and you're working away. Your phone rings and someone says, “Hello, my name's Mark. I'm with Financial Solutions. We offer a broad array of financial solutions. Do you have a few minutes?”
What would go through your mind when you hear this pitch? Probably the same thing your prospects are thinking when they get a cold call from you. In other words, “How can I get this person off the phone as quickly as possible?”
This isn’t exactly the response you’re hoping for when you make cold calls. It’s what I call “The Wall,” and it’s the usual reaction to any sales calls you make in the usual way.
So how can you avoid triggering this reaction? By turning your focus away from what you have to offer, and instead focus on the other person’s world. When you do this, people respond much more positively because you’re focusing on them first, not on your product or service.
Here are three good ways to step into the world of your prospect and avoid triggering “The Wall.”
1. Focus on a Problem You Can Help Someone Solve
Find a specific, real problem that your prospect is experiencing. When you do this, others sense that you’re there to help them solve a problem – not sell a product.
For example, if you’re in the coaching industry you might say, “I’m just calling to see if your company is open to the idea of using coaches to improve employee performance.”
Now you’ve stepped into their world, and you’re outside your own personal sales agenda. This means you’ll experience “The Wall” much less. Prospects will be more open to exploring along with you whether your product or service can help them solve a problem.
2. Sidestep the Intrusive Feel of a Cold Call
There are many ways a cold call can feel intrusive to another person. The way you begin the conversation is a big one. If you begin a cold call by immediately talking about yourself and what you have to offer, this forces the other person to step out of their world and relate to your world. And this feels like an intrusion – or at least an interruption.
So stop for a moment and think about how to begin your cold call in a way that invites a real conversation. You might use the phrase, “Maybe you can help me out for a moment?” The response is usually something like, “Sure, how can I help you?”
Then you can continue with something like, “I’m just calling to see if you’re still having difficulties with unpaid invoices, and if you’d be open to exploring new ways to solve this problem.”
Now you’re talking about them, which feels much less intrusive, and “The Wall” isn’t as likely to be triggered.
3. Speak Normally
Artificial enthusiasm often feels overbearing to other people, and they usually respond by putting up “The Wall.”
My suggestion is very simple. Just be yourself. Most people respond well to another human being, being human. A normal speaking voice while cold calling invites a real connection, and feels more inviting to the person you’re talking with.
When you avoid triggering “The Wall,” you’ll find that people will be much more open to talking with you and discovering whether your product can help them solve a problem.
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