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4 Secrets to Successful Cold Calling
In the world of cold calling, there can be a lot of negativity. It’s not easy to talk to someone you’ve never met – especially when you’ve been rejected so many times. Most people who sell really don’t like cold calling, and I don’t blame them.
But there is a new and better way to make cold calls. Change your mindset and you’ll find that cold calling can be enjoyable and productive. Check out these 4 powerful secrets to take your cold calling in a whole new way.
1. Positive thinking is not always positive
When you prepare to make a cold call, what’s on your mind? If you were trained in the old traditional mindset, you are focused on selling. It’s a cool approach called “positive thinking” that all traditional sales gurus teach.
But, really, that sabotages exactly what you’re trying to do. Think about it. When you are focused on making the sale, it comes through loud and clear to the other person. Your tone and attitude say you’re trying to “sell” them. And immediately, the walls go up. So most of the time you find yourself naked and rejected.
2. Re-focus your focus
So before you pick up the phone, rethink your focus. Remember, if your focus is on making the sale, you will most likely “lose” your customer’s interest within the first few seconds.
Instead, make your immediate goal to make the other person feel comfortable with you. If this doesn’t happen within the first few minutes, you’re unlikely to be invited into a deeper conversation.
So change your focus from making the sale to building a relationship. Use your natural tone of voice. And choose phrases that focus on the other person’s needs rather than what you have to sell.
3. Get out of your world
When you start a normal conversation with someone new, you probably don’t talk exclusively about yourself. And yet this is the training you’ve probably received on how to make cold calls. You are used to presenting a proposal about yourself, your company and what you have to sell. You are not inviting the other person into a conversation.
So how do you make a cold call that welcomes others to actually talk to you? Focusing on their needs and challenges. When you are willing to enter their world, people respond to you very differently.
4. Stand out from the crowd
By now everyone knows the cold calling routine. There is an almost universal negative reaction to receiving a cold call. That’s because no one likes sales pressure.
So you’ll really stand out from the crowd when you don’t put any sales pressure on your cold calls. If you are interested in what they are interested in – their problems and challenges – others will feel a difference in you. You won’t be just another person trying to make a sale.
While other callers are focused on persuasion, you are focused on solving problems. Your cold calls start with something like this: “Maybe you could help me out for a minute? I was calling to see if you’re still having problems with unpaid bills and if you’re open to exploring new ways to solve this problem? “
This new mindset of cold calling departs from the old textbook world of persuasion and pressure. It is focused on the other person, not on oneself. You are genuinely interested in helping someone solve a problem. And you are giving them 100 percent of your attention.
When you’re wondering if you can help someone, it feels great – for both of you. You are more relaxed and the other person is usually more willing to engage you. Try this new way of cold calling and I think you’ll be surprised how much of a difference it makes.
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