Overcoming Cold Call Reluctance By Keith Rosen

Ever wonder why salespeople experience reluctance and fear when trying to cold call, prospect or engage in business development activities? Rather than avoiding this critical activity to drive more sales, take the time to explore the root cause behind your fears and reluctance. That is, what are the beliefs or assumptions you're making that's preventing you from prospecting? And here's the root cause. Rather than making the sales process about the customer and prospect, salespeople make it about THEM. Typically, salespeople focus on what they have to gain if they sell or what they'll lose if they don't. To immediately eliminate the stress, anxiety and hesitation around cold calling, shift the focus from "Me" (“What if I don't sell, what if I mess up the call, what if I don’t hit my quota and KPI’s, what if they say, No") and onto the customer and how much value you can deliver to them. Making this shift in your thinking and who you're focusing on will immediately take the pressure off of you and how you perform, so that you can focus on your primary objective: To coach your customers to succeed. Once you make this shift, you’ll notice how much easier it is to prospect – and you may even enjoy it!