Ask any successful sales person why people DON’T SUCCEED in sales, and they’ll all tell you the same thing: Cold Calling. So, if cold calling is the reason people fail, shouldn’t we do everything we can to make sure we master it? And shouldn’t we do everything we can to make sure we enjoy it? YES! If you plan to make it big in sales, regardless or your chosen product or service, cold calling will be a big part of your life (for a while at least). Let’s Make It Fun!

How to Make Sure You Hate It

I would say that there is one way to guarantee that you will hate every minute of your cold calling career…Focus on your fear and procrastinate your preparation. Do this, and I promise you will abhor every cold call you make. These two things go hand in hand because as you procrastinate, your lack of preparation leads to fear of objections, rejections, and failure, which makes it harder to take the necessary steps to prepare next time. It’s a vicious cycle, that without a constant, conscious effort, is inevitable.

On the flip side, if you are very well prepared and keep your fear in check, you will be well on your way to success. It’s my belief that no matter how bad you are (to a point) you can be successful in sales if you put in the work and go through the numbers. Of course, it helps to be a people person, outgoing, energetic, friendly, smart, knowledgeable, and have all the “closing techniques” in your bag, but those are traits you learn, not something you’re born with.

Your Best Bet for Cold Calling Success

I would bet that if you gave yourself 1 full week to focus on the 3 basics I am about to give you, you’ll see a drastic improvement in your cold calling stats.

1. Prepare, Prepare, Prepare.

Know your products front and back - Know the market you’re selling in - Know your competitors! - Know your prospect (a little homework will do wonders. If you know you’ve got an Atlanta boy on the phone, a little Mike Vick joke would do just fine)

Do this and you don’t have to worry about them asking the tough questions or drilling you like a CIA interrogator. You’ll be ready for it all.

2. Plan Your Purpose.

Pick up the phone with a stated purpose. Are you trying to make the sale on the first call? Are you trying to spend 30 minutes doing a demo with an “information gatherer” (someone who can ONLY say “NO”)? Or are you trying to book a face to face with the decision maker?

Don’t stray from your plan because someone is willing to listen to your Spiel.

3. Don’t Take It Personal!

I will allow you to take it personal if you can honestly tell me that you have NEVER been rude to a salesman on the phone. OK, I didn’t think so…Everyone does it and every salesman hears it.

“We don’t need it” - click

“No Budget” - click

“He doesn’t take calls” - click

click

Most people you call think they are the most busy, the most stressed, and the most important person in the world. If you realize that and give them some room to make mistakes (we’re all human), your cold calling life will be much easier!

Related Readings

Quality Begets Quantity - And How Not To Make A Cold Call
How to Turn Your Connections Into Friends, Partners, and Customers for life
Donald Trump On Focus (video)
An Entrepreneur’s Secret To Stress Management

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