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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

“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
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 is inspirational, and passionate about helping people grow their client list. He has developed an easy to apply, appointment setting technique that will change the way you meet your new customers. Quit paying for clicks, advertising on social media, and paying for postage. Most people think cold calling is dead………NOT SO. Paul brings new life to the most cost effective client acquisition tool available to everyone…… Read more
Brad Saunders
“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
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
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
Paul is a great presenter and networker. His seminars explain how cold calling has worked for him and he gives you a methodology of how to reach out to sales prospects. I encourage you to attend a Paul M. Neuberger Cold Calling Seminar to learn how to become a more effective salesperson. Paul is also very well connected in the Milwaukee area and has introduced me to many people I have been able to do business with. Paul… Read more
Lisa Twitchell
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

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/

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/

Marissa Pittelman

Client Relations Administrator / Sand Castle Field Services "I just wanted to send a quick email to thank you for...
Cold Call Coach
2018-12-05T10:48:56-05:00
Client Relations Administrator / Sand Castle Field Services "I just wanted to send a quick email to thank you for all the time you spent with us. I know you had to, kind of, drag us along at points, but I’m glad you did. Although I no longer sell for Sand Castle, I may find myself selling again in the future and I think everything you taught us will be useful. I can even find ways to use your tips in my current role and in my day to day life. As a side note, I just wanted to thank you for the positivity and the energy you brought to each session. It’s been a pleasure getting to know you as well. Thank you for everything!"
https://coldcallcoach.net/testimonials/marissa-pittelman/

Sarah Stone Weber

Manager of Marketing and Property Management Business Development / Horizon Develop Build Manage "I learned so much from Paul Neuberger!...
Cold Call Coach
2017-09-03T02:22:41-05:00
Manager of Marketing and Property Management Business Development / Horizon Develop Build Manage "I learned so much from Paul Neuberger! Far more than just cold calling! He is truly a person that you need to know!"
https://coldcallcoach.net/testimonials/sarah-stone-weber/

Donald Hook

Chief Technology Officer / Full On Consulting "About halfway through the cold-calling course, it is fantastic. As I have just...
Cold Call Coach
2018-12-16T19:34:24-05:00
Chief Technology Officer / Full On Consulting "About halfway through the cold-calling course, it is fantastic. As I have just launched my own consulting firm, cold calling is critical and a skill I need to greatly improve. This course has been a blessing."
https://coldcallcoach.net/testimonials/donald-hook/
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Cold Call Coach

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    • Course 101: Introduction
    • Cold Call University: Courses 101 to 401 – All Courses!
    • Printable Brochure