What approach should I take when cold calling?

Guest post by: Trent Leyshan
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Find fear before it finds you - By Trent Leyshan

Your reason for contact, either cold-call or warm referral, must be of substance and not just another random-act-of-selling.

I also encourage people to take the time (prior to making initial contact) to understand who your calling and how you can contribute to them most, and make that the sole reason for your call.

I encourage people to cold-call by coming from a place of 'contribution' first; I call this approach 'buying-in'. In highly resistant sales executions, like cold-calling, you have to buy-in before you can successfully sell-in because the mass of cold-callers that have gone before you, have trained your customers to ignore you.

Like anything in life, you get out what you put in. So make every call an opportunity to learn about your customers (so even if you get a "not interested" response you are still taking away value you can apply next time.) And be sure to use each call to positively promote not just your company but yourself.

If someone looked me in the eyes and said with conviction, "I love cold-calling and I'm going to be the world's best cold-caller!" and they were prepared to stick long enough to realise their vision, I have no doubt they would succeed in the end. Conversely, most people cold-call because they have no choice and don't enjoy the process, making their efforts condemned before the first call is even made.

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Find fear before it finds you - By Trent Leyshan

About the Author: Trent Leyshan

RSS for Trent's articles - Visit Trent's website

Trent Leyshan is founder, CEO of BOOM!

A leading international sales training company that specialises in the development of inspirational sales cultures, leaders and salespeople.

Early in his career Trent was head tradeshow spruiker and sales manager for Australia's most flamboyant TV salesman, Big Kev.

He has since driven two of his own companies from lounge room operations into market leaders. And led sales teams in leading new media and advertising agencies.

Trent is a sought after expert and facilitator on sales performance and strategy. He is the Author of sales book, The Naked Salesman: How to walk the talk and sell your way to success!

BOOM! develops sales training strategies and delivers inspiring learning experiences for some of the world's most successful and demanding sales driven organisations. Empowering them with modern skills and tools to effectively engage with customers and build stronger and more valuable relationships.

Click here to visit Trent's website.

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