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Cold Calling: It’s Not Just About the Numbers

By Cold Call Coach

Will you win based on offense or defense? When it comes to cold calling, you will often hear these words of wisdom: “It’s not what you say, but how you say it.” Although I agree with that statement, I would take it even further yet.

“Numbers don’t lie” … or so an old saying goes.

If you’re in sales, you know all about numbers. They drive your daily activities. They’re plastered everywhere on tracking sheets. They determine your success (or lack thereof).

When you’re constantly dealing with quotas and goals, it’s easy to get zoned in on numbers. It’s easy to overlook that, behind every sales prospect, is a real live person (or people).

Do so at your own peril. If this is your perspective, and your sales outreach uses cold calling, you’re not just dead on arrival – you’re dead man (or woman) dialing.

Yes, those are real people you’re calling … not numbers on a sheet. Your mission is to interact with them in a positive fashion, ideally sparking the embers of a long-term relationship.

These tactics encompass Psychology, the third Pillar of The Three Pillars of Cold Call Success.

Why psychology? As long as you’re calling people, different moods, thoughts and emotions inevitably factor in. Your goal is to connect with them on an elemental, human level. Whatever you’re selling, the first priority is to sell yourself.

Think about this: When someone calls you, what do you like to hear? A confident, cheerful voice that lifts you up? Or a droll, monotone speaker who sounds like the nearest cliff is beckoning?

If you don’t have the energy to sound enthusiastic, delay your cold calling(or find another job). If you can’t get excited about what you’re selling, why should a prospect?

Above all, the psychology of successful cold calling relies on thinking like a prospect. Time is valuable. People are busy. Very few (if any) welcome being interrupted by a salesperson they don’t know.

As detailed in my last article, the Structure of a cold call – the second Pillar – is about what you say, and for how long.

The third Pillar, Psychology, focuses much more on what isn’t said. Your goal is to hit an emotive point with the prospect, where curiosity is piqued and desire to learn more is spurred.

“Yes!” you might be saying. “Then I close the sale!”

Well, no. Understand your goal here. Sound “salesy,” and you’re done. Go overboard, and suffer the same fate. Of course, if you begin with the three deadly words, you won’t even get this far.

You want an appointment – nothing more. Think “relationship,” not “fast sale.” Forge a strong relationship, and a “sale” is far more likely to become “sales.”

Open your call with a statement that’s friendly, and non-business. Don’t lead with a mention of your company, or your title, or your product or service … all of which scream “SALESPERSON!” (cue the sirens and red flashing lights).

Once you’ve made this initial connection, it’s like playing poker. Less is more. Make the prospect hang on your words … largely because of what you don’t say. In other words, leave the “closing statements” you learned at Sales School on the shelf.

Psychology is equally important when dealing with two scenarios that cold-callers typically encounter: a gatekeeper (remember, they’re human too) and voicemail (yes, it can work to your benefit). Be respectful, be brief … and remember that less is more.

Want to learn a LOT more about successful cold calling? Attend – in person or via live stream – my Thursday (Feb. 28) Three Pillars of Cold Call Success seminar. If you’ve enjoyed my recent articles on the Three Pillars, you’ll be amazed at how much more there is to absorb.

You might just come out feeling like you finished a crash course in psychology. In other words, you’ll finally understand the how, why and why not of cold calling.

As important as they are, numbers don’t feel. People do. Connect with the right people, and sales – i.e. numbers – follow. Channel your best amateur psychologist … and get to work.

Paul M. Neuberger is President of The Starr Group, as well as the Founder/CEO of The Cold Call Coach. Struggling with cold calling in your sales outreach? Consider Cold Calling for Success or Cold Call University. Contact Paul at 414-313-8338 or via e-mail at pneuberger@starrgroup.com or coldcallcoachllc@gmail.com.

Filed Under: Anouncement, News

Testimonials

“Incredible! Fantastic!! Cutting Edge Material!!!”  

Peter H.W. Melms, Preplanning Specialist,
Washburn-McReavy Funeral Chapels
Here is his LinkedIn URL: https://www.linkedin.com/in/peter-melms-692aa91b
Peter H.W. Melms
Attending one of Paul’s seminars was one of the most beneficial experiences I have had within my educational and professional career. You will regret not signing up!
Joe Pillizzi
Paul’s training was insightful and well worth the time. Paul is a great presenter and keeps you engaged. I left with information that has helped make cold calling more successful for me.”
Lisa Pecora
Paul is a well­spoken, direct, and impressive individual ­ His seminar and unique approach to cold calling will give you a different perspective that you can apply to your strategy immediately. I would recommend Paul’s seminar to any sales person out there, it will be worth your time!
Mark Petersen
“Normally I’m skeptical when it comes to online “self-improvement” advertisements. However, after doing some research I felt Paul presented himself in a manner that I trust. His work is praised by many and I’m attracted to genuine people. The cost of his psychology of cold calling course is well worth the investment…it’s a no-brainer!”  

Adam Berndt, Sales Manager, Fine Tune
Here is Adam’s LinkedIn URL: https://www.linkedin.com/in/adam-berndt-open-networker-7b67b547… Read more
Adam Berndt
Paul’s approach is as innovative as it is effective. Based on what I heard from him and the reactions I received from the individuals I invited, I have no doubt that people who hire him will get FAR MORE than their money’s worth.
Timothy Stewart
Paul has such a unique yet simple approach that will forever change the way you prospect. I would absolutely recommend attending one of his seminars!
Daniel Mayer
No matter the industry Paul M. Neuberger seminars will give you confidence that cold calling is not a thing of the past and that there is SUCCESS and GROWTH in cold calling once you have the tools to do it efficient and effective. I am a believer now that cold calling is not a thing of the past.
Judy Huebner
If you get a chance to train with Paul I say run don’t walk to the session. It is invaluable and will change the way you cold call. 
Kevin DavenportSenior Vice President of Powerteam
Paul gives great tips and techniques to conduct a successful cold call. He also re­adjusts your perception on cold calling through personal stories and examples helping you get excited to get going with what you learn. Highly recommend.
Lucas Robak

TESTIMONIALS

Steven J. Wheeler

Director of Business Development / Remodelers Advantage, Inc. "I was at your session on Friday at the NARI National meeting...
Cold Call Coach
2019-05-01T13:58:19-05:00
Director of Business Development / Remodelers Advantage, Inc. "I was at your session on Friday at the NARI National meeting in San Diego. I really enjoyed your presentation, and most of all the delivery. Just wanted to tell you how much I enjoyed your talk."
https://coldcallcoach.net/testimonials/steven-j-wheeler/

Tami Bergman

Insurance Consultant / Andres O;Neil & Lowe "I just want to thank you for introducing us to the new Cold...
Cold Call Coach
2018-10-04T15:16:09-05:00
Insurance Consultant / Andres O;Neil & Lowe "I just want to thank you for introducing us to the new Cold Call approach! I really feel like this is going to change the way that I view cold calling forever. Your approach has been very effective for me, and I will continue to use it. Thanks again for all your assistance!"
https://coldcallcoach.net/testimonials/tami-bergman/

Joe Bellante

Owner / Sand Castle Field Services "Outstanding webinar today! Most of our management team joined us in the conference room....
Cold Call Coach
2018-11-06T17:20:31-05:00
Owner / Sand Castle Field Services "Outstanding webinar today! Most of our management team joined us in the conference room. I could tell from their facial expressions that you were challenging them to think. Nice job!"
https://coldcallcoach.net/testimonials/joe-bellante/

Joel Johnson

Business Development / Wellsource "Hey Paul! Earnest Cold Call Coach participant Joel Johnson here. I wanted to let you know...
Cold Call Coach
2018-11-29T16:47:05-05:00
Business Development / Wellsource "Hey Paul! Earnest Cold Call Coach participant Joel Johnson here. I wanted to let you know that I have found your cold call methods quite productive. Thanks for everything!"
https://coldcallcoach.net/testimonials/joel-johnson/

Meggan Mulkey

Sales Director / Designs in Marble "Hello Paul! I had attended your presentation on Instantaneous Differentiation at the NARI Expo...
Cold Call Coach
2018-11-29T16:48:07-05:00
Sales Director / Designs in Marble "Hello Paul! I had attended your presentation on Instantaneous Differentiation at the NARI Expo at Potawatomi. It was fabulous!! Really, it was the highlight of my day."
https://coldcallcoach.net/testimonials/meggan-mulkey/
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