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How to Cold Call with Integrity

Written by: Ari Galper

Article Overview: The way we've always wanted to do cold calling!

How to Cold Call with Integrity

You probably never tell potential clients your real goal in calling them, but you don’t need to. They’re already aware, because we’re all sensitive when the phone rings and it turns out to be someone we don’t know.

In the old traditional training, we learned the latest techniques for making a sale. We talk to “prospects” rather than with people. And we “guide” conversations along rather than letting them unfold naturally.

The way we do this sometimes might even be called a bit manipulative. After all, we’re relating to another person while holding an ulterior motive of making a sale.

Where does honesty and integrity fit into this scenario? Well, most of us honestly believe in our product or service. But beyond that, we carry a somewhat artificial persona when we’re cold calling. We talk with people for the primary purpose of making a sale, and we’re not really interested in them or their world.

Doesn’t this make you feel uneasy at times? It does to me.

So let’s discuss some ways we’ve been trained in the traditional sales mindset that feel artificial and dehumanizing, and ways we can overcome them.

1. We intrude upon another person uninvited, with the goal of making a sale

It’s against our nature as human beings to create uncomfortable situations. We have a natural instinct for courtesy and connection It’s usually hard for us as regular people to call uninvited, because on some level it feels discourteous.

We can change that by changing our goal. What if our goal is not to make the sale, but to find out if we can help someone? This shift makes us more relaxed. And it keeps us in harmony with personal integrity.

2. We project ourselves as personable and friendly, while also holding an ulterior motive for securing a sale

There’s an inner conflict with integrity when we find ourselves using our connections with others for self-gain. So we can bring ourselves back into honesty and truthfulness by shedding ulterior motives entirely.

We do this by focusing on whether we can provide something that will benefit another person. We find out if they have a problem we may be able to solve. And if it turns out we can’t help with our product or service, we graciously accept the outcome.

By being honest and not playing a role, we find ourselves really liking what we do. And when our “ulterior motives” are simply non-existent, people are more open to trusting us.

3. When we meet someone new, we immediately talk about ourselves and what we have to offer

It’s actually not normal for us to start an interaction by launching into a self-focused monologue. As regular people, this just goes against our grain. Common courtesy dictates that initial conversations be dialogues, not monologues.

In normal conversations we would feel self-absorbed if we primarily talked about ourselves and what we have to offer. Yet in the traditional cold calling situation, it’s an accepted “norm.” We’ve been trained to read a script, follow a strategy, or give a sales pitch.

This really isn’t the way we’d like to relate to people, but it’s the way we’ve been taught.

We can break out of this artificial game of sorts by just being ourselves. Integrity and truthfulness means being authentic. We begin cold calling conversations with a natural focus on the other person. We find out their needs, and respond with genuine interest.

4. We “rev up” in an artificial way, hoping to carry the potential client along with us into a sales process

When we “pump ourselves up” with enthusiasm, it feels somewhat fake. It’s not our normal way of being, and it throws us out of integrity.

And we also appear artificial to potential clients. They become wary of possibly being maneuvered into a sales situation.

If we can navigate a cold calling conversation without such games, people will sense we’re trustworthy. They react warmly and unhesitatingly to a conversation that feels natural to them, and especially if it revolves around their issues rather than our agenda.

So how do we approach cold calling in the most truthful way? We stop being “salespeople” and become human. We engage in an honest dialogue rather than a monologue. We look for ways to help others, and we’re comfortable knowing that our product or service may not be an honest “fit” for them right now. And we stop playing roles, especially the “high enthusiasm” game.

This is what I mean by bringing integrity back into selling. It’s unbelievable just how rewarding both personally and professionally this can be.

Related Articles
  What approach should I take when cold calling?
  How to Make Your Cold Calling Problem-Focused
  Stop By All That Business Your Are Driving By If You Want to Increase Sales
  The Power of Integrity
  Cold Calling

Article Tags: conversations, harmony, honesty, human beings, inner conflict, mindset, natural instinct, personal integrity, phone rings, prospects, self gain, truthfulness, ulterior motive, ulterior motives, uncomfortable situations, world doesn



Related Forum Posts
Re: Cold Calling - Cold calling is an extremely difficult job to do and unless one learns that being told no by people is not a direct refusal aimed at the cold caller but at whatever is being sold, it can be very soul destroying work to do. One needs to have absolute confidence in themselves and a pretty thick skin. MichelleJ
Re: The Celebrity Apprentice Finale - Well, the results are in and Piers is The Celebrity Apprentice. I know Piers raised more money than Trace and I know this was a race for raising money for charity, but I'm still disappointed with the ethics that Piers used in order to win. I like how Trump's son asked Piers something along the line if Piers would have won if Trace would have had as impressive of a roladex. I also like how Trump's daughter asked if he would have raised as much money if he had actually been nice. Personally, I would enjoy working with Trace and be able to trust him on my team. I'm not sure I would trust Piers and this means I would not prefer to partner with him. Integrity is incredibly important to me. I think a values based model in business is where we need to head as a society. If this doesn't happen, the results will be less than savory. I'm not sure I like the message this show has portrayed.
I answer my phone - when I worked in the Call Center we had to say "Good XXXXXX, Andy speaking, How may I help you?" imagine saying that over and over again. It kind of sticks with you. It's been a few years now but I've kicked off "How may I help you?" part.
Cold Calling - Cold calling is tough, but it is possible. Its a shame that your employer doesn't seem to be giving you any help. I would suggest that you learn everything about the products you're trying to sell to the retailers. It wouldn't hurt to have them close at hand while you're on the phone with a potential buyer. Learn what is great about the items. What do they offer the consumer? Why should the retailer carry them? Who would be most likely to buy the items? Once you know these answers, learn about the companies you are calling. Its hard to tell a retailer that your product is something they need - if you don't know anything about their business and/or the customers. If they have a website that would be a great place to research. Shri
Re: How to develop sales contacts? - Everyone has the right idea here. Depending on your business, there are different techniques that you could use. For consultants and sales heavy businesses, there are three tactics that I have found especially useful in my business: 1. Attend Networking Events 2. Cold Calling 3. Referral Program 4. Affiliate Program (most successful) The affiliate program was successful for me, as I hooked up with a franchise consultant, and he gave multiple unit businesses that needed my credit card processing services. I highly suggest you hook up with a sales partner, and give him a cut of the monthly revenue.


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