Master the foundation for cold calling success
Sometimes the finest solutions are the simplest. Focusing on relationships when making cold calls is one of them. It keeps us genuine, and eliminates our dread of making cold calls. Were real people talking about real things. Were interested in the conversation, and it shows.
Most of us dislike putting on our “salesperson persona” when we make cold calls. We think its needed, however, because weve been trained to make the sale. And yet were interacting with a live, breathing person without having any real connection to him or her. It often feels fake, and it often is.
This artificial role puts a great stress on us, and sabotages our cold calling conversations. When we arent genuine, its a red flag to the other person that we have a sales agenda. This puts nearly everyone “on guard.” Theyve never met us and are wary of possibly being manipulated.
Have you ever noticed that most cold calls break down the moment we try to “move” things along towards a sale? Its as if were getting ready for battle, and the tension pushes us along.
But the person weve called doesnt know us. The momentum were trying to impose puts him or her in a defensive position. Theyre protecting themselves from a potential “intruder” who might have a self-serving agenda.
So how can we to shift into something more positive? We begin by focusing on the relationship rather than salesmanship. We call with the anticipation of meeting someone new, and looking forward to a pleasant conversation to find out whether we can be of service. This mindset is subtle but powerfully felt by the other person.
Building relationships humanize our cold calling conversations — and ourselves. We are less artificial. Cold calling conversations become more natural. And people tend to respond with more warmth and interest.
The point is not to use the “technique of building relationship” to improve sales. Thats having a hidden agenda rather than a relationship. Our goal is to see if we can provide something that will benefit the other person. If it doesnt, then we prefer not to continue interrupting their day. Thats a real relationship, even if brief.
When were being real people treating others as real people, the difference is amazing. Both people are both more at ease. We anticipate talking with someone who may possibly have an interest in what we have to offer. And if they dont, weve enjoyed our time with him or her.
When others feel this relaxed mindset from you, they are much more likely to welcome you into their day. But if you rigidly follow a script or launch into a mini-presentation, then your call is immediately pegged as something initiated primarily for your own gain. And that puts most people into resistance.
Here are 8 keys to building relationships in cold calling:
1. Focus on the other persons needs rather than on securing a sale