"I'm Afraid of the Phone!" Why Cold Calling Doesn't Need to Suck

I'm Afraid of the Phone!

I like to tell my reps "Nobody has ever gotten injured from picking up the phone" yet people are TERRIFIED of cold calling! For some reason calling new potential customers is one of the hardest things we do as Salespeople. I remember DREADING it when I was a starting out as a young realtor, and if I had to guess I would say its the #1 more people don't start a successful (and rewarding) sales career. 

Why the Fear?

If there is absolutely no way you can get injured picked up the phone why are people afraid of cold calling? There is literally no danger to you, and so much to gain! Why the fear? I've found two main reasons:

#1:  FEAR OF REJECTION

Nobody likes hearing no, getting hung up on, or being told to go do something "romantic" with their hat. It sucks and we seem to take it hard. But I like to tell my reps that if somebody says no to you its not a personal rejection. They're not placing any sort of judgement on who you are as a person. REMEMBER: They're rejecting your offer, not you as a person! Often times a seemingly mean-spirited "No" is often a "not now", or "I'm busy" or "I fought with my girlfriend and slept on the couch and I regret my life decisions" - so try not to take it personally!  

#2: COUNTER-PRODUCTIVE EMPATHY

Sometimes new salespeople are just nice, and they don't want to bug their customers. Empathy is a good thing generally - it helps build strong customer relationships. But if you don't feel like you're calling with valuable product/offering that can HELP PEOPLE... go work for a company whose products you believe in! When I was selling I KNEW that my offering could save time and money for my customer - and ultimately make their professional lives easier. Even not-for-profit organizations need sales folks! 

Develop Thick Skin - or a Suit of Armour!  

A useful trick for cold calling is to get yourself into a different mindset for when you sit down to dial. Its like acting, or roleplaying - distance yourself from your everyday self and put on a "Hunting Persona". I used to imagine myself sitting at my desk in a suit of armour. Every time a prospect answered I'd get butterflies - but then I'd remember "I'm in my mental suit of armour, and nothing can hurt me"! Try imagining yourself in a jungle with a spear, nothing but your wits and a loincloth against nature! Or imagine yourself storming the beaches of commerce, ready to do battle with the evil forces of poverty and mediocrity! 

Nothing to Loose and a Lot to Gain! 

Want to make a six figure income? Here's some options:

• Go work on a remote oil rig with nobody but burly oilmen (who snore) to keep you company for six months. 
• Be mercenary in a war-torn country. WARNING: People shoot at mercenaries. 
• Lose 10 years in school to become a doctor. Hang out with sick people who cough on you all day. Be forced to wear that cliche labcoat/stethescope combo. So Doogie Howser! BLECH

OR you can be a Salesperson! Your job is to exercise a little self mastery, have some solid communications skills, and talk for a living!  Sleep at home with your partner! Nobody is shooting at you! Wear a suit, not a stethoscope! There really is so much to gain, and so little risk to you and your personal well being! 

Nobody has ever gotten hurt from picking up the phone!