Do you mentally prepare before making a cold call, psyching yourself up and anticipating a successful sale?
Traditional cold calling often encourages this enthusiastic approach. However, overconfidence can often be counterproductive.
Why? Because you’re contacting someone unfamiliar with you. Consider how you’d react to an overly enthusiastic stranger. You’d likely be wary and defensive.
The same dynamic applies to cold calls. People dislike feeling pressured. “Positive thinking,” in this context, can come across as unwarranted overconfidence.
Consider these two points before your next call:
1. Artificial Enthusiasm is Obvious
During coaching sessions, I often role-play with individuals. Their tone frequently changes dramatically as soon as they begin their cold call presentation.
They sound different from the person I initially spoke with naturally about their sales challenges. The very act of cold calling can cause you to speak louder and with forced enthusiasm.
However, prospects often react negatively to this perceived pressure.
High enthusiasm can make prospects feel cornered, pressured by your expectations, and pushed by someone who doesn’t understand their needs.
It’s far more effective to communicate naturally and conversationally, as you would with a friend. A relaxed and genuine approach makes a significant difference.
2. Assumptions Feel Presumptuous
Traditional cold calling encourages the assumption that your offering should be a good fit for anyone matching your ideal customer profile. This assumes a fit even before a conversation.
But how can you truly understand someone’s problems, needs, timeline, budget, or decision-making process without speaking to them?
Imagine how it feels to be on the receiving end of such assumptions. They don’t know or trust you.
This leads to defensiveness.
Therefore, avoid making assumptions during cold calls.
Approach prospects with humility and avoid pre-conceived notions about their needs. This reduces sales pressure and minimizes defensive reactions.
Eliminating assumptions and forced enthusiasm will help prospects perceive you as a genuine person, not a pushy salesperson. They’ll respond more positively and naturally.