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How to Avoid Cold Calling Burnout
Make cold calls without taking a load off your soul
An old-school cold call can take a toll on a person’s self-esteem over time. It’s not uncommon to have someone hanging over us, or to get rejected over and over each day.
Because of this, many of us tend to shy away from the idea of cold calling. It is a fearful and often depressing experience.
You see, most of us have a mental problem with cold calling. We associate cold calling with the best marketing — the idea of ”fighting” where we put on armor and play mind games with someone we’ve never met.
All of this can be avoided by simply changing your frame of reference. Once you’ve done this, you’ll be looking forward to your cold calling adventure. You will overcome those times when you find yourself sitting on the phone unable to make a cold call because the “fatigue” has drained you of energy.
I suggest you do cold calling in a new way — a conversational way. And without thinking about marketing.
In order not to focus on “getting an ad,” you must first give up on the outcome of your call. From this place and only this place, you can connect with your prospect on a personal level.
When you do this, you will find yourself more relaxed. And the person on the other end of the phone won’t feel like you’re there to sell, but just to have a conversation with them to see if you can help in some way.
So the way to do this is to be an honest and helpful person. You will be surprised how people respond to you. Plus, at the end of the day you won’t get burned. You will be strong and really happy.
So how does marketing happen when you don’t think about doing it? It’s all about a new way of thinking. Here are 4 important things to release your focus on “making the sale” so that you can invite new business relationships without calculation or deception.
1. Adjust your cold calling goal
Before you make a cold call, think to yourself, “My goal is not to make a sale, but to create a conversation based on how I can help someone else.”
With this in mind, then, you start cold calling by entering someone else’s world. Rather than starting with a mini-sales pitch, you ask a question based on the problem your product or service can solve.
For example, if you offer a computerized system, you might say, “I’m just calling to see if your company is having issues with data being lost due to a paper-based filing system.”
2. Avoid changing who you are when making your cold call.
Save yourself from hiding behind a “salesperson”. You don’t need to be “on stage” or sound fancy. Just be relaxed every day, as if you were calling a friend. People know when you are honest, and when you are not.
When you’re a real person rather than a sales person, you’ll find that people respond warmly to you. It’s amazing how “truth” creates real interest in others.
3. Stop trying to steer the conversation toward sales
Instead, open your cold calls with a problem statement that elicits a response like “What do you mean?” or “Tell me more.” And end the conversation with the phrase, “Okay, where do you think we should go from here?”
This removes you from having “tunnel vision” about marketing. And it opens up a whole world of human-to-human communication. This is not only fun, it has a positive impact on your bottom line. You will hear positive responses like, “I enjoyed talking to you, thank you for your help.”
4. Stop thinking “buyer-seller”
Look cool when you call them as someone else, not as a “prospect.” Be aware of their issues and goals. Immerse yourself in their world. And help them.
If the service or product you offer does not provide some kind of benefit to people, you would be out of business. So figure out exactly what kind of problems you have a solution for, and share from there. And if there are no ad results, it feels good because you’re aiming to be useful rather than guaranteeing an ad.
What I am suggesting is a mental shift away from all the old ideas of manipulation, turning, leading, playing, and shutting down. Turn your cold calling into one simple human action – relationship building. When you’re making friends and doing business with people you love and those who love you, cold calling can be a really fun part of your day.
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