Stop your cold calling

A client of mine took upon himself the task of cold calling prospects to help grow his creative business and add to new people to his marketing machine. He is dreading every call and finding it to be one of the most uninspiring marketing tasks he does.

Cold calling has always been something people dread doing but seem to believe that it’s a necessary action they need to take. The problem with cold calling is that it’s simply not an enjoyable process and when we don’t enjoy something it becomes difficult, we procrastinate and never really get any satisfying results.....

The main problem with cold calling is that it’s mostly an act that is all about YOU. You are calling a stranger and asking for something hoping to make a connection. The person on the other end of the telephone usually feels like they are being harassed and will generally put their guard up right away. Think about how you react when you receive a cold call.

If you change your approach to calling you will no longer have to make another cold call, ever. You will start making service calls instead of calling strangers on the phone.

First, slow down. This is not a numbers game. This is about making true, authentic connection with another human being. Make it a meaningful conversation. Identifying the person you want to connect with, research him or her, visit their website, learn as much as you can about their company and see what comes up for you when you do that. Take the time and invest in getting to know the person you are about to connect with. Ask yourself: how could I serve this client? What do I have to offer that will actually help transform and grow their business?

Only when you have clear ideas (and a few creative ones!) on providing something unique for this client, that’s when you pick up the phone and make that call. Now it’s no longer a cold call. Now you are calling with specific intention to serve and help.

But what about the confidence to pick up the phone and make the call? One thing that gets in the way is our own internal critic and self-doubt that we’re actually good enough to retain the client or serve them well. Or maybe worse, that we deserve to get paid well for the work that we do.

One solution to getting into the right frame of mind before making a call is to spend a few minutes reading a collection of praises and thanks you’ve received from your current clients. Spend a few minutes reminding yourself how good you are, how much you have to offer and the big difference you make in people’s lives.

Now you are no longer making a cold call. You are making a service call. You making a connection with someone you can help. Your service call actually has something real to offer that is specific to that one individual you spent time learning about. When your prospects on the other line see how vested you are in them, chances are they will be much more open to having a conversation with you. They will be more open to talking because you are calling from a true place of service to them.

If you turn your cold calling into service calling, you’ll have more fun, you’ll look forward to connecting with people and you’ll see how your business is growing.

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