Warming Up Cold Calling
by Chris Croner, PhD, psychology

Article Date: June 19, 2006

Fear of cold calling is something many salespeople experience.  Picking up the phone to call a busy prospect can fill a salesperson with anything from shyness to dread.  Pulling up to a busy office to cold call in person can lead to abject terror.  Interestingly, this fear affects some salespeople more than others.  I'm sure you've noticed that some guys can fearlessly walk into a prospect's office, charm the receptionist, and score a meeting.  These guys often seem to win, and their sales show it.  The trick is that these cold calling pros are great at putting the situation in perspective, allowing themselves to relax and make the sale.  In this article, I am going to show you how they do it.

Here is a 3-step method for taking the anxiety out of cold calls.

Step 1 - Change Your Beliefs
Salespeople who fear cold calls typically have an unconscious irrational belief:

I must have approval from everyone and avoid disapproval at all costs, or I am a bad person.

This belief causes people to fear cold calls, where there is always a chance of getting a grumpy customer.  Obviously not every prospect is going to be delighted to hear from you.  So, instead, they give in to their fear and hang back, or make a half-hearted attempt.  Then, the competition swoops in, makes contact, and, eventually, closes the sale.

Obviously, if you need to generate new accounts for a living, desperate need for approval is deadly.  To get rid of this belief, legendary psychologist Albert Ellis recommends you ask yourself four questions.*  Answer each of the following questions with brutal honesty:

    1.  Is there any evidence for this belief?
    2.  What is the evidence against this belief?
    3.  What is the worst that could happen if I give this belief up?
    4.  What is the best that could happen if I give this belief up?
        (Hint: success.)

Now, here is the belief held by the successful cold callers:

It would be nice to win the prospect over every time, and I will work hard in each call.  But, it is not possible to win them all, and I can live with that.

Step 2 - Stop Upsetting Yourself!
According to Dr. Ellis, no event can make us feel nervous.  We are the ones who upset ourselves.  The salesperson who hesitates to pick up the phone is only making himself nervous.  The phone and the customer can't make you scared - only you can.

Furthermore, Ellis believes it is unethical to upset yourself this way, because you are only harming yourself, and lowering your sales numbers.  So, if you still feel anxious after Step 1, ask yourself, "Why am I upsetting myself? Why am I making myself anxious?"  These questions will force you to rethink the event and take control of the situation.

Step 3 - Have Fun
This may be the most important step.  Don't take yourself too seriously!  Research shows that the most successful salespeople make their customers feel good.  Most cold calls that your prospect gets will be half-hearted and dull.  Take this opportunity to have some fun and separate yourself from the pack.  Imagine you are a late-night talk show host, like Jay Leno or David Letterman.  These guys are great at drawing people out, especially when they grab a microphone and talk to strangers on the street! Picture yourself as one of them, calling (or visiting) a prospect.  Help the prospect have a good time.  Remember to follow the tips in my earlier article on exuding confidence (Confidence is Magnetic). This won't win over every prospect, but you will enjoy yourself more, and that will translate into a much higher success rate.

As long as you respect your customer and mind your manners, you will find these steps very helpful in mastering the art of the cold call.  Try them this week to take your performance up a notch.

*Ellis, A.:  How to Stubbornly Refuse to Make Yourself Miserable About Anything - Yes, Anything.  (February 2006: Citadel Press.)

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