Cold calling is often considered to be one of the most fear inducing activities that a salesperson has to undertake.
I’ve spoken with many highly successful salespeople who have no issues with delivering presentations to boards of eagle eyed buyers, feel perfectly comfortable with high pressured sales meetings and wouldn’t bat an eyelid at the thought of spending a day knocking on doors to secure sales appointments but, put a phone in front of them and they tremble with terror.
As with anything, successful cold calling is most definitely a skill that can be developed and honed, unfortunately for most, the majority of that development and honing can only be done in one way – by getting on the phone and making the calls. And if your fear is stopping you from starting, how can you manage that and get on with the process of dialling – and selling?
I’ve been selling over the phone for over 20 years, having gained a lot of my initial experience in the rather challenging environment of market research, calling householders – mainly during the evenings – to ask a variety of mostly dull questions about their favourite brand of cereal or chosen supermarket. Needless to say, most of the skill I learned during that time was how to deal with the verbal abuse we would inevitably be on the receiving end of.
Thankfully, in the B2B world, the abuse is relatively minimal, however, the fear can still rear it’s ugly head and a scared salesperson can rarely be a successful one.
I find one of the best ways of dealing with the fear of the “cold” call is to reposition yourself – by that I mean to not think of yourself as being a pest but instead to believe – truly believe – that what you are calling about is of genuine value to the prospects you’re ringing.
This isn’t just a matter of fooling yourself, it’s a matter of truly absorbing the benefits of your offering – knowing that your offering is better, cheaper, more efficient than that of your competitors. Knowing that will do a huge amount to help combat your cold calling fear and, with that mindset adopted, will mean that your initial call to that company will be coming from a position of looking to gather information to help you improve the prospects current situation.
Who wouldn’t want to receive a call from someone that can help them? Conversely, EVERYONE wouldn’t want to receive a call from someone looking to “sell” something to them.
So, treat the first call as a means to gather information only and BELIEVE you can help rather than sell.
And if you need help with any aspects of sales and marketing for your business, do get in touch on 01384 566 078 – we love to talk!
Inspired Business Development Ltd