Cold Calling

Cold Calling: Sales Pros Rescued by This
By Leslie Buterin
www.ColdCallingExecutives.com

Somewhere is some sales training classes sales professionals have been encouraged to “do what it takes to get the appointment” without regard for the cost.
Trainers have encouraged sellers to:

• Take an adversarial position toward the assistant
• Deceive the assistant who has previously said, “No” by calling back and speaking in a disguised voice
• Exhibit false bravado; by implying to the assistant that the caller is on a first name basis with the executive
• Be rude; speaking as though the executive assistant is nothing and the executive is everything.

The top-levels of an organization read these callers as having set an aggressive mean-spirited tone that is of no interest to the executives for a long term business relationship. These callers seem oblivious to the fact that long term business relationships are what the executive suites look for; professionals with whom they can partner for mutually beneficial outcomes.

When successful cold callers approach the executive suites, they:

• Understand what they have to offer has great value
• Want to share this great value with each prospect
• See each prospect as a colleague, peer, and friend

The very thought of calling friends you haven’t met yet, serves to warm up a cold call. Now, instead of the “unknown” you are calling a friend. Internalize these thoughts and each cold call becomes enjoyable and full of possibilities – filling the caller with excitement and a sense of adventure. Instead of anticipating “another rejection” or “no not now” they anticipate hearing “I’m really glad you called. I was getting ready to call someone about that.”

From this kind of mindset the brain is free to function. Callers have the mentally agility to set the tone of each cold call for mutual success. You’ll recognize the tone you are setting by how easily words come to your mind; how confident you are throughout the call, and the friend-to-friend atmosphere you create.

Knowing the language of the executive suites and feeling like a member of the executive’s team is strong positioning. Successful cold callers emphasize the importance of tone saying, “As these thoughts and feelings click into place they generate in me a sense of belonging. This is good, because I’ll never again feel like at outsider – no matter what situation I find myself in I feel like I belong.”

*****

Forward this article to friends. They will thank you for it!

For your mini-course “Jealously Guarded Secrets to Cold Calling Company Presidents” visit www.ColdCallingExecutives.com or call New Business Development Coach, Leslie Buterin (like butterin’ bread) at (816) 554-3674 9-3 CST (that’s Kansas City/Chicago Time)

(c) 2008 Leslie Buterin. All Rights Reserved.

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