Doesn't Everyone Hate Cold Calling? Secrets to Changing Your Perspective and Increasing Your Results

You’re not alone.  Many entrepreneurs dislike cold calling.  Check that, many entrepreneurs hate cold calling.  Why?  It’s partly because of the belief that cold calls are unwanted and bothersome, but mostly because of the dislike and fear of social rejection.  That being said, cold calling is a proven method that gets results.  For a startup, it’s a method that can lead you to faster results than inbound options that require you to wait for interested parties to find you and then come to you.  It’s a sure-fire way to get your business off to a quick and successful start.  So, here are some secrets to changing your perspective and increasing your cold calling results.
 
Rejection is Good
Although cold calling does work, inevitably there will be a lot more rejection than immediate success.  In fact, many businesses report cold call success at less than 10%.  So, you should go in expecting that or worse.  90% or more rejection probably sounds terrible, unless you flip your thinking.  Instead, think of if this way:  every “No” is one step closer to a “Yes”.  Cold calling is really a numbers game.  The more “Noes” you get, the more “Yeses” you will end up at.  In fact, instead of setting your goals on number of “Yeses”, try setting your goals on the number of “Noes” you want.  It will feel very different, when you get a “No” and that “No” is moving you towards your goal.    
 
It’s Not Just About the Yes
What is the purpose of a cold call?  Most would say it’s to generate a lead, to get a “Yes”.  If that is true, only a small percentage of your cold calls are achieving the goal, which can’t feel very successful.  Instead, think of getting a lead as one of the potential positive outcomes from a cold call, but not the entire purpose of the call.  The purpose of the cold call is to introduce your business and your products to your market.  So the goal is not getting 10 leads, but rather telling 100 people about your business and products.  By changing the purpose of your call, you will still achieve the leads you desire, but every call will feel like you are moving the needle.  This isn’t just semantics, because every cold call does impact your business.  The call may not result in an immediate lead, but it’s a touch from your business and could result in a lead down the line.  If you just share your story and your products to the right people, the leads will come.
 
Attitude is Everything
One of the most important rules when it comes to cold calling is the “Sidewalk Rule”.  The sidewalk rule means that you leave everything going on, good and bad, at the sidewalk before making the cold call.
Whether you just lost a big lead, the cold call before was rude, your best employee just quit, or you just lost your tenth deal in a row, ensure you leave it at the sidewalk.  No matter what is going on, always bring a friendly and positive attitude to your cold calls.  A negative attitude or negative feelings can always be perceived and will result in negative results.  On the other hand, friendliness and positivity rub off and tend to lead to better results. 
 
Your Authentic Self
There is definitely a negative perception in the marketplace about cold calling, which typically stems from people feeling like they are just being sold to.  You can have an impact on how you are received and perceived by others by bringing your authentic self to your calls.  Be real and make it your goal to tell them about your business, not to sell them.  When cold calling, don’t read from a script, instead be conversational.   This doesn’t mean just wing it.  Ensure you know what you want to share and practice it as many times as you need to be comfortable, just don’t read what you want to say, know it instead.  If you are genuine and authentic more people will listen, which will impact your results. 
 
Mini-Goals and Breaks
Cold calling can be tough, especially when doing it often, or in big chunks.  When you’re cold calling for long periods or have a big goal, rather than doing it all in one or two chunks, break it up by setting mini-goals and taking breaks when you achieve them.  This can be an opportunity to recharge and make any adjustments needed to your calls.  Having more personal energy and space to make little adjustments as needed can make all the difference in how it feels and the results you get. 
 
Many entrepreneurs dread the idea of cold calling and some even avoid it like the plague.  But, there is a reason that many successful businesses use it as a major lead generation tactic: it works.  So, rather than carrying that negative feeling when cold calling, or avoiding it all together, trying using these secrets to change your perspective.  1) Shift your purpose to telling others about your business  2) Expect rejection and understand it’s just one step closer to results  3) Maintain a positive and friendly attitude no matter what  4) Bring  your authentic self to your calls and be conversation;  and 5) Set mini-goals and take breaks to keep your personal energy up and make needed adjustments.  These 5 secrets will not only change how you feel about cold calling, but dramatically impact your cold calling results. 

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