How to Avoid Cold Calling Burnout
by Ari Galper, Founder, Unlock The Game
Make cold calls without it taking a toll on your soul
Old-school traditional cold calling can take a toll on a person’s self esteem over time. It’s just not natural to have somebody hang up on us, or to experience rejection over and over each day.
Because of this, many of us tend to recoil at even the idea of cold calling. It’s a fear-laden experience that’s often depressing.
You see, most of us have a mental block around cold calling. We associate cold calling with the worst of what selling is about -- the “going to war” concept where we put on armor and play a mind game with someone we’ve never met.
All this can be avoided by simply shifting your frame of reference. Once you do this, you’ll actually look forward to the adventure of cold calling. You’ll overcome those moments when you find yourself sitting at the telephone physically unable to make a cold call because “burn out” has robbed you of the energy.
I’m suggesting that you do cold calling in a new way -- in a conversational manner. And without thinking about making a sale.
In order not to focus on “getting the sale,” you must first surrender to the outcome of your call. From this place and only this place, can you finally connect with your prospect at a human level.
When you do this, you’ll find yourself more relaxed. And the person on the other side of the phone will not feel like you’re there to make a sale, but to simply have a conversation with them to see if you can help in some way.
So the way to do this is to become someone who is genuine and helpful. You’ll be amazed at how people respond to you. What’s more, at the end of the day you won’t be burned out. You’ll be energized and truly happy.
So how do sales occur when you’re not thinking about making them? It’s all about a new human-to human mindset. Here are 4 important steps to releasing your focus on “making the sale” so you can invite new business relationships without having to be calculating or manipulative.
1. Adjust your cold calling goal
Before you make a cold call, think to yourself, “My goal is not to make the sale, but to create a conversation based on how I can help the other person.”
With this in mind, then, you begin cold calling by stepping into the other person’s world. Rather than starting out with a mini-sales pitch, you ask a question based on what problem your product or service can solve for them.
For example, if you’re offering computer programming, you might say, “I’m just calling to see if your company is having issues with lost data because of paper-based filing systems.”
2. Avoid changing who you are when you make your cold call.
Remain yourself without hiding behind the “salesperson” persona. There’s no need to be on “stage” or to sound enthusiastic. Just be your everyday relaxed self, as if you’re calling a friend. People know when you’re being genuine, and when you’re not.
When you’re simply being a real person rather than adopting a salesperson persona, you’ll find that people respond to you much more warmly. It’s amazing how being “real” generates real interest from others.
3. Stop trying to drive the conversation towards a sale
Instead, open your cold calls with a problem statement that generates a response like “What do you mean?” or “Tell me more.” And end the conversation with the phrase such as, “Well, where do you think we should go from here?”
This shifts you away from having “tunnel vision” about making a sale. And it opens up a whole world of human-to-human connection. This is not only fun, it has a positive effect on your bottom line. You’ll hear great responses like, “I enjoyed talking with you, thank you for your help.”
4. Let go of thinking “buyer-seller”
View the person you’re cold calling as another person, not as a “prospect.” Recognize their issues and their goals. Fit yourself into their world. And help them out.
If the service or product you’re offering doesn’t provide some kind of help to people, you’d soon be out of business. So determine exactly what kind of problems you have a solution for, and share from that place. And if no sale results, it feels okay because you’re focusing on being helpful rather than on securing a sale.
What I’m suggesting is a mind-shift away from all the old ideas of manipulating, turning, guiding, playing, and closing. Move your cold calling into one simple human act --building a relationship. When you’re making friends and doing business with people you like and whom also like you, then cold calling can become a truly enjoyable part of your day.
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