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In this new cold calling approach, we think about the potential client. We especially look at problems they’re having, and we build our conversations around that. This is the most effective way to do cold calling, and here’s why:
1. Potential Clients Listen Better
In the old traditional sales mindset, we’ve been trained that the best way to make a sale is by talking about us, our company, our product, and the benefits it can offer to potential clients.
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Well, the problem with this approach is that it’s all about you. The standard pitch - "I’m so-and-so, I’m with such-and-such, and we do such-and-such..." is about who you are and what you do. The moment the people you’re talking with realize that you’re making the conversation about you, they tune out and turn off. We all do this in our everyday life when we’re confronted by someone who talks on and on about themselves.
2. We Avoid the Numbers Game
The new cold calling approach walks away from the "numbers game."
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The numbers game is the belief that if you call enough people, some of them will listen to your presentation and that some of those who listen will buy.
However, when we focus on solving the other person’s problems, we break out of that grim scenario. It’s no longer about how many people you call and pitch. It’s about your ability to connect and build trust within each one of those calls.
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This is because you’re focusing on something (a problem) that others can immediately relate to. Rather than offering a long pitch and rolling the dice, hoping that someone will respond positively.
3. Trust and Integrity Become Part of the Process