The New Approach to Cold Calls

We rarely think about our prospect's problemsto "get the sale." Sometimes these techniques
when we cold call. It's just easier to focus on ourfeel manipulative. Sometimes they're annoying to
product or service. Naturally, it's really tempting tothe potential client.
make cold calling all about us and what we haveFor example, there's a cold calling approach that's
to offer, rather than about the other person.based around intricate questioning techniques. It's
In this new cold calling approach, we think aboutdesigned to get at potential clients' pain and lead
the potential client. We especially look at problemsthem into a sale. The problem with approaches
they're having, and we build our conversationslike this is that the goal is always to get the sale,
around that. This is the most effective way to donot find out the truth of whether there's a fit
cold calling, and here's why:between you and your prospect.
1. Potential Clients Listen BetterIn this new way of cold calling, we're focused on
In the old traditional sales mindset, we've beenthe other person and their problems. We're looking
trained that the best way to make a sale is byfor opportunities to assist, and we're doing it with
talking about us, our company, our product, andthe highest of integrity.
the benefits it can offer to potential clients.This approach to cold calling doesn't use influence
Well, the problem with this approach is that it's alltechniques in any way. It speaks straight to the
about you. The standard pitch - "I'm so-and-so,customer's problems in a non-threatening manner.
I'm with such-and-such, and we doAll you have to do is focus on the truth.
such-and-such..." is about who you are and what4. Problem Solving Feels Better than Selling
you do. The moment the people you're talkingWhen you follow the new cold calling approach,
with realize that you're making the conversationyou become a problem solver rather than a
about you, they tune out and turn off. We all dosalesperson. This is the most powerful shift you
this in our everyday life when we're confrontedcan make.  From this place, you're building
by someone who talks on and on abouttrusting conversations. You are speaking to the
themselves.problems of your prospects rather than pitching
2. We Avoid the Numbers Gameyour solution. You are thinking from their
The new cold calling approach walks away fromperspective and engaging them in their world.
the "numbers game."Most of us like "fixing things." There's a greater
The numbers game is the belief that if you callsense of fulfillment in discovering whether we can
enough people, some of them will listen to yourhelp someone fix a problem. We're engaging some
presentation and that some of those who listenof the best character traits we have as people,
will buy.and that feels good. Our days end with a sense
However, when we focus on solving the otherof satisfaction rather than frustration.
person's problems, we break out of that grimThese are just a few good reasons why
scenario. It's no longer about how many peopleproblem-focused cold calling works best. You'll find
you call and pitch. It's about your ability to connectopening conversations will become effortless. You
and build trust within each one of those calls.will also attract people's attention because you're
This is because you're focusing on something (aaddressing a specific problem that is of concern
problem) that others can immediately relate to.to them. Prospects won't look at you as a
Rather than offering a long pitch and rolling the"salesperson." You'll stand out, because most
dice, hoping that someone will respond positively.people who sell are trained to just promote their
3. Trust and Integrity Become Part of theservice or product. Moreover, you'll eventually
Processdiscover an overall sense of ease permeating
Most cold calling approaches try to slip in the backyour cold calling day.
door by using strategies and techniques designed