However, the real issue may be that the source of reluctance is not examined. To address the symptom (a lack of effective cold calls) without understanding the true source of the problem (the aversion or anxiety) will only result in a temporary solution. Instead of focusing on strategies that only repair the symptom, and in order to permanently overcome your fear of and resistance to cold calling, explore the source of your anxiety: your beliefs surrounding cold calling.
We all have certain sets of beliefs or rules that were formed through our upbringing, education, and experiences and that influence our decisions and shape our attitudes towards life and our careers. Unfortunately, there are old limiting and confining beliefs that often keep us prisoner, stalling our professional growth and preventing us from creating greater selling opportunities.
Your outlook determines your outcome. In other words, what you believe to be true about cold calling is exactly what you'll manifest in your career. So, if you believe any of the excuses that I have heard throughout the years as a sales coach — that cold calling is "forcing someone to accept something they don't want" or that it's "intrusive, annoying, manipulative, a waste of time, intimidating, scary, something I hate being subjected to myself" and so on — then that will be your experience of cold calling every time.
Consider challenging these assumptions and replacing them with healthier ones that better serve you. Reflect instead on these positive truths about cold calling:
- Cold calling is informative. It lets the prospect know where he or she can locate the product or service he or she needs.
- Cold calling is a way to educate and serve people. It enables you to become a prospect's trusted expert or advisor, preventing him or her from making potentially costly mistakes as a result of purchasing the wrong product or service or by using a company that may not effectively fill his or her needs.
To eliminate your resistance to cold calling, try this exercise the next time you prospect: unhook yourself from the outcome and from the possibility of a rejection, and focus solely on uncovering the prospect's needs, providing solutions, and giving value. You'll notice that this shift in your mindset will produce the outcome you want with less effort — that you will attract new customers without having to push.
Amend your thoughts and beliefs so that they enhance you without controlling or consuming you. When you can improve your outlook to see cold calls as a means of bettering your service, you'll find the permanent solution to eliminating your reluctance and accelerate your cold-calling success. And, hey, you might even enjoy it!
About the Author
Keith Rosen is an engaging speaker, master sales coach, and well-known author of many books and articles. For his work as a pioneer and leader in the coaching profession, Inc. magazine and Fast Company named Keith one of the five most respected and influential executive coaches in the country.
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