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Cold Calling: What is Your Why?

Cold Calling What is Your Why

By Scale Squad

“The only thing you’ve got in this world is what you can sell.” – Charley, in “Death of a Salesman” by Arthur Miller

As challenging as sales can be, no one should wind up like poor Willy Loman.

The main character in “Death of a Salesman” ends up beaten down – and ultimately dead – from his decades-ago mistake of choosing sales as a career.

Willy went into sales for all the wrong reasons. Portraying the destructive effects the decision has on his family, Arthur Miller painted a dark, tragic tale of misguided ambition that has resonated throughout American literature, theater and film.

Willy Loman never figured out the “why” of his chosen profession. He paid dearly.

No, sales isn’t for everybody.

Figure out your “why,” though, and sales can be a highly-lucrative, immensely-fulfilling occupation.

See, the old saying “people buy people” is true … and the “why” is why they do so.

Your “why” makes up a powerful personal statement, even if not completely verbalized. The intangibles behind it are the most powerful piece in your sales toolbox.

Consider cold calling, which everyone in sales does at one time or another. At my recent Three Pillars of Cold Call Success seminar, I asked the audience which terms they associate with this time-tested tactic.

Some responses were immediate: “Rejection.” “Scary.” “Challenging.” “Necessary.”

Some different answers followed: “Prosperous.” “Fun.” “Entertaining.”

Why the 180-degree differences in perception? My hunch is the second group had defined their “why.”

Truth is, with cold calling, the war is won or lost before you pick up the phone. If your strategy is misaligned, the structure of your call misguided, and your guiding psychologymistaken, you’ll barely get past “Hello.”

You need instant differentiation. Make your intangibles abundantly obvious. Convey the right impressions. Despite the product or service you represent, you’re really selling yourself.

Are you comfortable in your own skin? Are you easy to work with? Are you confident in your product or service? Are you better than others in your field?

No prospect wants to be treated like a number on a call sheet. Do you take a genuine interest in them – you know, tune into WIFM?

Sure, putting your “why” out there to complete strangers makes you vulnerable. You might be nervous or unsure at first. Scheduling a few appointments should cure the hesitation – because, put into practice correctly, this will result.

Here’s how: Lead your cold call with the “why.” Speak confidently. Elevate the mood.

Buy time. Say less, not more. Pique curiosity … which is all about successful differentiation.

A good cold call script runs 20 to 25 seconds. You’re not going to tell your life story. No need to do so, either. Nor to close a sale, or even make the other person like you.

Your aim is to schedule dedicated time – that’s it.

People buy based on emotion, not logic. They buy the “why” you do something … not the “something” itself.

Are you focusing on the right things, in your cold calling and other sales tactics? If you’re leading with what you’re selling, the answer is “no.”

If your approach emphasizes “why” you’re selling, your chances of success just rose exponentially.

It’s a person you’re dealing with, after all. They’re not buying what you’re selling. They’re buying you.

You’re not Willy Loman. You’re a capable sales rep with a bright future. Put your “why” to work … and write a happy ending to your own story.

Paul M. Neuberger is President of The Starr Group, as well as the Founder/CEO ofThe Cold Call Coach. Struggling with cold calling in your sales outreach? ConsiderCold 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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  • Cold Call University
    • Course 101: Introduction
    • Cold Call University: Courses 101 to 401 – All Courses!
    • Printable Brochure