How to Break Old Cold Calling Habits
by Ari Galper, Founder, Unlock The Game
Avoid getting pulled back into cold calling frustration
It’s always a little scary to try something new when an old formula (even if it doesn’t work very well) is familiar to us. But remember that the definition of insanity is to continue doing the same thing over and over, while expecting different results.
This new approach I’m presenting around cold calling is one of focusing on relationship rather than salesmanship. This is may or may not be new to you. And you may feel a bit hesitant to make your first cold call in which you apply this new mindset.
This is only natural, because you've gotten used to anticipating rejection from many of the people you call. You may feel internal resistance to the idea of starting out a cold call by asking someone for help, for example.
But when you begin using the phrase, “Maybe you can you help me out for a moment?” you’ll get some surprisingly positive responses. And you’ll find that your frame of reference changes. You'll stop anticipating the rejection that is causing you so much anxiety.
Making this leap is the first step to breaking the frustrating cold calling cycle. Very soon,
if you shift into using this new cold calling mindset, you'll automatically transform the impression that you make on the people you call.
And good things will begin to happen. You'll find that you feel more relaxed because you don’t feel stressed and disappointed if you don't create an immediate new lead from a cold call.
Also, your voice loses that "salesperson enthusiasm” which often triggers a negative impression. People can sense when you’re anxious about making a sale. Premature enthusiasm at the start of a cold call triggers mental alarms in others. They start saying to themselves, "I'm getting a sales pitch." And this puts most in a defensive position.
With this new approach, however, you no longer feel you need to make an immediate mini-presentation about your products or services. Instead, you're comfortable using natural language -- not a pitch, a script, or an "elevator speech.”
This generates an easy, flowing dialogue that focuses on the world of the person you're calling. Living with this new cold calling mindset creates a sense of rhythm within your
conversation, even if it turns out to be short and leads to the conclusion that you aren't a "fit" after all.
There’s no need to waste any more energy battling your fear of cold calling. You can end that fear permanently if you truly apply this new mindset. In fact, you'll actually find yourself enjoying the process of calling new people because you'll no longer feel that you're "intruding" on them.
And you'll no longer be following the old pattern dictated by the old-school traditional sales mindset. You'll know how to eliminate any potential negative sales pressure and how to create truthful conversations.
This will have a remarkable effect on you, both personally and professionally. When you practice this new cold calling mindset, what used to be a grueling ordeal will become an exciting journey.
Cold calling can become a relaxing conversation in which you encounter new and interesting people. When your goal shifts from making a sale into finding others who share a sincere interest in what you have, then there’s usually a very different response. You’ll no longer feel the chronic frustration associated with cold calling.
Can I say that your sales will likely increase when you’re focused on relationship rather than sales? Yes. Because most prospects are conditioned to respond defensively to a traditional sales pitch.
With this new mindset, you’re not approaching someone to “get something.” You’re wanting to help. And very often, a prospect will sense your genuine intent and be more willing to engage you.
So you’ll usually find yourself making fewer cold calls each day, but probably talking longer with each one. You’ll likely spend more time with better qualified prospects, and those prospects will be the ones that will buy from you.
Does this sound ‘Pollyanna'? Well, when was the last time you woke up excited about making cold calls and found them to be an enjoyable part of your day? This new approach to cold calling makes you more relaxed on the phone, and you live more easily with your job.
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