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It always amazes me when I speak to salespeople how emotional they get when we bring up the subject of cold calling. I can usually get reactions such as “Oh My Goodness!” or “Oh My How I hate it!”. I chuckle when I see the level of excitement grow as we discuss cold calling.

Of course there is emotion in cold calling. You the salesperson is a little apprehensive in making the call and the prospect is a little emotional when they pick up the phone, meet you in the lobby or at the door, or read your email or sales page online. Prospects may have many things going on when you contact them that could evoke emotion. Last night, in the middle of a critical program on the computer, the doorbell rang loudly. I grumbled, “Who can this be?”. When I opened the door a young man was standing there and he said he was selling newspaper subscriptions to pay for going to college. I told him I was not interested and tried to close the door. He looked forlorn and said “But it’s for College!”. Then he turned and went away.

I thought to myself how neither of us was emotionally receptive to the moment. However, had he been prepared and said he hoped he did not interrupt me but he had a valuable message, I might have listened. Also, he could have said, ” I understand that you might not be interested. However, this program has lots of benefits for you and I would like to take only 2 minutes to explain the benefits. If you are not interested at that point, I will leave. Is that fair enough?”. I would have been at least interested enough to listen to him.

Most cold calling is emotional because, in many cases, the salesperson is not emotionally ready for the call. Opening phrases and necessary benefits are not explained well due to lack of practice. The prospect or homeowner could be in the middle of an important task or experiencing a bit of upset in the job or family.

In order to eliminate emotional upset, I suggest the following:

1. Prepare and practice your approach so that it is fluid and enthusiastic.

2. Make sure you are always asking for the decision maker. Make sure you have a way to determine who that really is.

3. Listen for the emotional state of the prospect. If you sound calm and professional, the prospect will usually mirror your state of mind.

4. Develop rapport with the prospect by sounding and looking like a professional. Get a tape recorder and record your approach and be sure it sounds appealing to you. Dress like you cared!

5.Remember, the prospect is also selling! He or she is trying to sell you that they are too busy, not interested or can’t take the time to listen to you. Don’t be a buyer. Be a seller!

6. Ask relevant questions to find the prospects “Hot Button” and then push it!

If you are having problems cold calling, communicate on the blog by leaving a comment to this post and I will try to help as best I can. Other sales professionals will also chime in to offer help and encouragement. It is great to be able to share experiences.