In sales, sometimes the simplest shifts yield the greatest results. One powerful adjustment is focusing on building genuine relationships, even during cold calls. This approach fosters authenticity and alleviates the anxiety often associated with this type of outreach. When we connect as real people discussing relevant topics, our genuine interest shines through.
Many salespeople feel the need to adopt a “salesperson persona” during cold calls, believing it’s necessary to drive the sale. However, we’re interacting with another person without establishing a real connection. This can feel inauthentic, and often is.
This manufactured role creates stress and undermines the conversation. A lack of genuineness signals a sales agenda, immediately putting the other person on guard. They are wary of potential manipulation from someone they’ve never met.
Cold calls often falter the moment we attempt to push the conversation towards a sale. It creates tension and puts the other person on the defensive. They perceive the call as an intrusion from someone with a self-serving agenda.
Instead, we can shift the dynamic by prioritizing the relationship. Approach each call with the intention of meeting someone new and exploring if you can genuinely be of service. This subtle yet powerful mindset is felt by the other person.
Building relationships humanizes cold calling, making conversations more natural and fostering warmer, more engaged responses. The key is to avoid using relationship-building as a mere technique to boost sales, which is a hidden agenda, not a relationship. The true goal is to assess whether you can provide genuine value. If not, it’s best to end the call and avoid wasting their time. This constitutes a real, even if brief, connection.
When both parties engage as real people, the difference is palpable. People are more at ease and receptive to learning about potential benefits. However, rigidly adhering to a script or launching into a sales pitch immediately marks the call as self-serving, triggering resistance.
Here are key principles for relationship-focused cold calling:
1. Prioritize the other person’s needs over securing a sale.
2. Be open to any outcome so you can connect on a human level.
3. View each interaction as an opportunity to meet someone interesting.
4. Speak naturally and graciously, as you would with any new acquaintance.
5. Focus on how you come across, not the number of calls you make.
6. Allow the conversation to unfold organically.
7. Jointly decide whether further conversation is mutually beneficial.
8. Employ non-aggressive yet effective phrases.
By shifting your focus from salesmanship to relationship-building, your genuine enjoyment will be contagious. People will be less guarded and more willing to share their needs.
For example, begin by asking, “Hi, could you help me out for a minute?” The common response is, “Sure. What do you need?”
Then, ask if they’re open to exploring ways to, for example, reduce expenses. Their response might be, “Well, sure, what kinds of expenses are you talking about?”
This opens a comfortable dialogue and allows for an initial relationship to develop. From there, it’s easier to build rapport and continue the conversation.
This approach not only enhances your sales success but also brings a sense of fulfillment, transforming the way you do business.