How to Stop Cold Calls from Feeling Intrusive
- 4 key ways to be seen as helpful while cold calling
Can't you tell when somebody wants something from
you? I certainly can. And it usually feels inconvenient
So you can understand, then, why potential clients
will often run for cover when your cold call is only
about "making the sale."
Most people sense that cold calls are self-serving
to the person calling. You can almost hear the unspoken
thought, "You want something, right? Otherwise
why would you be calling?" This triggers almost
For cold calling to be done in a non-intrusive way,
we must shift the perception away from "you
want something," into "you are being
helpful." When our cold calls do not feel
intrusive, people naturally are more open to talking
Shifting this perception in others is all about shifting
a perspective within ourselves. Focusing on being
helpful takes us away from the traditional sales mindset.
In the old mindset, we talk about ourselves and our
product or service. In this new approach, we're focusing
on potential clients and what may be helpful to them.
To be perceived as helpful, we must actually be helpful.
If we try to use "being seen as helpful"
as just another sales technique, people will sense
our hidden agenda and react with suspicion. Be sincere
in your approach and desire to help the other person.
Here's how to stop being intrusive and start being
1. Make It About Them, Not About You
We've all learned that when we begin a conversation
with a potential client, we should talk about ourselves,
our product, and our solution. But this self-focus
almost always feels intrusive to the other person
and shuts down the possibility of a genuine conversation.
Instead, step directly into their world. Open the
conversation with a question rather than a sales pitch.
For example, "I'm just giving you a call to
see if your company is grappling with unpaid invoices
Never let the person feel that your focused on your
own needs, goals, or agenda. Communicate that we're
calling with 100 percent of your thoughts and energy
focused on their needs.
2. Avoid the Artificial Salesperson Enthusiasm
People feel pushed along by artificial enthusiasm.
This triggers rejection because it feels very intrusive
to be pushed by someone they don't know.
Artificial enthusiasm includes some expectation that
our product or service is a great fit for them. Yet,
we've never spoken with them before, much less had
a full conversation with them. We can't possibly know
much about them or their needs.
And so to them, we are simply someone who wants to
sell them something.It is better to modestly assume
you know very little about them. Invite them to share
with you some of their concerns and difficulties.
And allow them to guide the conversation, even when
it means getting "off track" a bit.
3. Focus on One Compelling Problem to Solve
Don't go into a pitch the way you would if you were
operating out of the traditional sales mindset. Make
what you say about them, not about you. Try to keep
in mind that who you are and what you have to offer
are irrelevant at this moment.
The key is to identify a problem that you believe
the other person might have. Depending on your business
or industry, here are some examples of what you might
I'm just calling if you'd be open to looking at any
possible hidden gaps in your business that might be
causing sales losses?
I'm just calling to see if you're grappling with
problems of employee performance related to a lack
of training support?
I'm just calling to see if you're open to looking
at whether any department in your company might be
losing revenue due to vendor overcharges?
Address one specific, concrete problem that you know
most businesses experience. Don't make any mention
of you or any solutions you have to offer. Remember,
it's always about them, not about you.
4. Consider "Where Should We Go From Here?"
Let's say the initial call turns into a positive
and friendly conversation. The other person feels
you're offering something valuable, and wants to know
more. Both of you feel there may be a match.
Rather than focusing on making a sale at this point,
you can simply say, "Well, where do you think
we should go from here?" This question reassures
potential clients that you're not using the conversation
to fulfill your own hidden agenda.
Rather, your giving them space and time to come to
their own conclusions. You're helping them create
their own path, and you will follow.
About the Author:
Visit Ari Galper at http://freecoldcallingtips.com/
>> Return to Web
Design Article Knowledgebase Index