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How to Overcome the Fear
of B-to-B Cold Calling.
By Stuart Ayling
The thought of doing cold calls can turn otherwise solid professionals and sales people
into quivering wallflowers, too shy to talk to anyone.
Let’s face it; even the term ‘cold calling’ sounds harsh and unfriendly. (In fact I prefer to
call it ‘making initial contact’ as this is a better reflection of what is actually being done.)
For many sellers the idea of making initial contact with a potential client is just plain scary.
In some cases this fear can be paralysing, preventing any action being taken.
The fear of making initial contact may be based on a number of factors, such as:
- The expectation of feeling awkward
- Fear of being rejected
- Concern about being too pushy
- Not wanting to interrupt the prospect
- Being unprepared by not having the information needed
- Not feeling ‘worthy’ of talking to the prospect
- Not knowing what to do during the first few minutes
- Not knowing how to strike up a sales conversation
However, all these factors are under the control of the seller.
Addressing Feelings and Skill Development.
Feelings of being unworthy, being unprofessional, getting flustered, being rejected, or
being seen to be pushy are all in the mind of the seller. They are perceptions held by the
seller – they do not necessarily exist in reality.
When it comes to factors such as not being prepared, not knowing what to say, and being
unsure of how to handle the first few moments of contact, that is a matter of skill
development.
What Successful Initiators Do.
For the minority of sellers who are entirely comfortable with making initial contact with
potential clients, the key difference is their expectation.
Successful initiators have moved past the feelings of fear. They have removed the
emotion from the initial contact. They focus on the outcome, which is to get a better
understanding of the mutual opportunity of dealing with this prospect.
Successful initiators know they will experience some uncertainty, but they stay focused
on moving through that to reach a point of understanding with the prospect. Even if the
understanding is that the prospect is not in a position to buy from you – that is a valid
outcome.
Think of it like being on a roller coaster for the first time. You know there will be a few
heart-pounding moments. But you do it anyway. Once the ride starts you go with it until
you reach the end.
Of course, in some ways being on a roller coaster is easier – you don’t have any choice
about stopping – you have to go through with it!
Masking the Fear.
Do you know sellers who say they know what to do to make initial contact – but they
never actually do it? Ask yourself why. Does that sound like you? Are you masking your
fears? Are you hiding the fact that you are scared?
It’s easy to hide behind reasons for not making initial contact. In many cases these
reasons really do exist, but are you letting them cover up for your fears?
These are some of the common reasons sellers use to avoid stepping out of their comfort
zone to make initial contact:
- Being ‘busy’
- Responding to interruptions and demands from others
- Focusing on serving existing clients
- Attending to paperwork
- Handling details that could be delegated to others
- Claiming they don’t need new clients
- Asserting that others do it better, so leave it to them
- Not having time to do the research needed prior to making contact
What’s the Solution?
As with other important aspects of selling there is no instant easy fix. It requires personal
discipline and development over time.
To become comfortable with making initial contact you need to:
- Change your perceptions about what will happen. Stop imagining the worst!
- Identify your goal for each initial contact – have a clear purpose
- Develop practical strategies for what to say and do to reach that goal
- Create a snappy value proposition (one sentence) that can spark interest from the
clients perspective to continue talking – if only for a few minutes to get through the
initial moments
- Become more confident by practising in a safe environment, as well as getting
real-life experience
It is important to note that the process of making initial contact (cold calling) is still an
important tactic for many companies selling in the business-to-business market place –
whether that be done over the phone or by face to face visits.
And it is true that making initial contact these days is harder than it was some years ago.
Thanks to the internet prospects can easily get information. So as the seller you have to
demonstrate how you may be able to add value right from the start.
The old sales methods of chit-chatting and trying to create rapport are out the window.
Prospects are too busy to have idle conversations with sellers they don’t know.
You will find success by being polite, sincere, confident, persistent, and having a
laser-like focus on identifying how you can help your prospect achieve their goals.
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