PCold Calling, The Old Way, Has To Be The Most Painful Form Of Sales Work You Can Experience. Theres A Lot Of Rejection, Fear, And Deflated Hopes.ppBut Theres A New Way To Make Cold Calling As Pleasant And Relaxed As Picking Up The Phone And Talking To A Friend. Just Follow These Steps, And Your Cold Calls Can Become An Enjoyable Part Of Your Day.pp1. Rip Up Your Sales Script And Start A ConversationppIf Youve Been Selling For A While, Youve Probably Used A Sales Script. Perhaps Using A Script Is The Only Way You Know To Start A Cold Call.ppBut People Can Almost Always Tell When You're Reading From A Script, Even If You Think Youre Pretty Good At It. There's Just Nothing Personal About It, And People Pick Up On That.ppA Script Isnt A Conversation. Its A Linear Process Designed To Move The Other Person Toward A Sale. Youre Not Having A Real Dialogue When Youre Using A Script. So Nothing Is "real" About The Whole Encounter.ppA Conversation, On The Other Hand, Is A Living, Breathing Relationship. Youre Two Real People, Talking Normally And Naturally.ppSo When Youre Just Being Yourself, The Other Persons Walls Can Come Down. Because Youre Not Coming At Them With One-way Sales Strategy. So Your Cold Calls Typically Last Longer. Youll Make Fewer Calls, And Have Better Results.pp2. From "Dreaded Salesperson" To Trusted AdvisorppThe Old Cold Calling Strategies Teach You To Polarize The Roles Of Buyer And Seller. Youre Trying To Coax "prospects" Into Buying Your Product. Youre Not Thinking About Their World Their Budget, Problems, Or Time Constraints. Youve Been Taught To Think About The Sale.ppWell, Suppose You Were To Focus Instead On The Things That Matter To The Other Person. For Example, Their Problems. What If You Were To Become A Problem Solver?ppThats Exactly The Place You Want To Be When Making Your Cold Calls. Imagine Approaching Someone With The Idea Of Finding Out Whether You Can Help Solve A Problem. Imagine The Kind Of Attitude This Would Convey To The Other Person.ppYoure No Longer Trying To Persuade. Youre Not Even Thinking About The Sale. Youre Thinking About Whether You Can Help Someone Solve A Problem. Youre Relaxed, Comfortable, And Authentic.ppWhen You Make Your Cold Calls This Way, Youll Find That Others Will Engage You More. And Youll Also Be Able To Really Enjoy What Youre Doing.pp3. Gain The Respect You Deserve Stop Pushing And ChasingppThe Old-school Sales Gurus Teach The Essentially The Same Approach. "Focus On Closing The Sale. Keep Pushing Forward. Overcome Objections. Your Job Is To Turn Every No Into A Yes."ppPersuading And Coaxing Has Always Been Considered A Normal And Necessary Part Of Cold Calling. But Its Rooted In A Kind Of Macho Selling Image. If You Don't Keep Pushing, It Means You're Giving Up. So You Keep Trying To Move Things Forward, And You Keep "chasing" With Follow-up Calls.ppEven When Your Focus Is On Solving A Problem For The Other Person, You Can Be Coaxing And Cajoling. But If You Do This, How Can You Become The Trusted Advisor I Spoke About Earlier?ppIts Really Simple. Just Let Go Of Your Attachment To The Sale. When You Do This, You Can Relax Into Being The Professional That You Are.ppWhen You Stop Focusing On Getting The Sale, You Can Become A Trusted Resource. Youre No Longer Chasing, Pushing, And Cajoling. Youre Helping. And That Makes A World Of Difference In How People Respond To You.ppFollow These Guidelines, And Cold Calling Can Become Surprisingly Enjoyable. Youll Find Yourself Spending Much More Time With Each Person. Youll Also See More Positive Results, Whether Or Not A Sale Unfolds. Others Will Tend To Respond To You More Graciously. And Your Whole Cold Calling Experience Can Become A Pleasant One.p
