There it is. That darn phone! And you have to pick it up and call someone you don’t know. You need to make some cold calls.
The first thing to know is this - longer you put off picking up phone and making that first call, heavier that phone gets. Give it enough time and you’ll swear phone weighs 500 pounds when you try to lift it.
I’ve been skydiving for years. In thousands of jumps, I’ve learned some valuable lessons that apply to lots of things … including cold calling. So, let me share some insights with you I’ve reaped from all those skydives that will make you more successful at cold calling.
So, how do you get started? How do you overcome understandable fear of cold calling? Here are a few simple steps.
Five Steps for Being More Successful Cold Calling
You Have to Believe in What You’re Offering
See It From Buyer’s Perspective
Separate Yourself from Inevitable Rejection
Accept Fear - Then Move Through It
Step 1 - You Have to Believe in What You’re Offering
You have to believe in product or service you’re offering. You have to know you’re selling something of value - something that will assist person or organization you are calling.
If you are not sure of benefits you’re offering your prospect, you need to sit down and think about it. Ask yourself, “How will this person or their organization be better off if they buy what I am selling?” How will they sell more, save money, operate better, be happier, be more profitable - whatever benefits are they’ll enjoy.
This is vital! Do not bother going on to next steps until you have this really clear in your mind. You will be wasting your time. You have to be absolutely convinced - deep down - of value of your product or service.
Now, if you’re stumped on this one, get some help. Ask some colleagues or friends for their thoughts on value you’re offering. If you do all this and conclude there really is not much value in what you are offering … move on! You will never be a success at selling something you don’t believe in. And life is too short to spend your time doing it.
It’s similar to skydiving. If you do not believe in yourself and your equipment, you have no business being in plane - let alone in freefall. You owe it to yourself - and your prospects - to only sell something you in which you truly believe.
Step 2 - See It From Buyer’s Perspective
When I was getting certified to take people for their first skydive, I was first required to put on student harness and ride on front of an experienced instructor - just like my students do now. This was required because it is critical that I understand my student’s perspective. Experiencing a jump from student’s perspective has definitely made me a better instructor.
It is same for cold calling. You have to put yourself in buyer’s shoes. In your mind, trade places with your prospect. Ask yourself, “What would make me say, yes?” And also ask yourself, “What would make me say, no?” You have to appreciate buyer’s perspective to effectively sell to them.
It will help to ask people you’ve already sold to why they said, “yes.” What made difference to them? You’ll gain valuable insights that will help you better understand you prospect’s perspective - and make you more effective.
Step 3 - Separate Yourself from Inevitable Rejection