How to Listen Your Way to Cold Call Success

Do you make your cold calls with the goal of listening to the other person? Probably not, because very few people do. But it's one of the most important skills you can have in cold calling.

In the old cold calling approach, you don't really listen. You speak. You talk about all the good things of your company, you and the offerings available.

And long before your introduction is done, you've probably "lost" the other person. They've put up their guard very quickly. Most people loathe sales pressure and being sold to.

Imagine what might happen if you make your calls and are completely focussed on listening and helping the person on the end of the phone? Some remarkable things start to shift. Instead of talking about yourself, you're listening to the other person. You're inviting them to share the truth of their world.

Truth Comes Through Listening

A great way to do that is by starting your call differently. If you state your pitch by saying "Hi, my name is charles and I'm from and we do..." you're not listening or focussed on solving the other persons problems. And very quickly, your prospect pegs you as just another caller out to make a commission.

Why? Well, to be frank, you're coming across as somewhat self-absorbed. It might be a hard thing to come out with, but think about it. When you have such a tone in your voice you're going to be identified as a "salesperson" (and in a very adverse way) due to your tone of voice and pitching what you have to offer.

You could begin in a better way on your calls by asking a question about your prospects problems and dilemmas. Focus on solving their problems and what important for them presently. Isn't that the best way to start any new conversation anyway?

For example, you can say something like, "Hi... maybe you could help me out for a minute? I'm just calling to see if you'd be open to different ideas around preventing revenue loss from manual invoicing systems?"

Now you're focusing on the other person's world and what matters to them. You genuinely mean your question and creating the truth.

This isn't just another sales technique. ruthfully, it shouldn't be about sales at all. It's about listening to discover whether you can help someone.

You Can't Hear If You Have an Agenda

Haven't you had the experience of talking with someone who's already made up their mind about something? Maybe you didn't know it right away. But eventually it becomes clear that you aren't having a real conversation. You're only being invited to hear what the other person has to say.

And so it goes in the old way of cold calling. With the old way of cold calling you're already in a one-way opinionated frame of mind before you pick up the phone. You believe - really believe - that the other person should buy what you have to offer. You're enthusiastic, persuasive, and focused on your goal.

But you can't truly listen when you're in this place. If you have an agenda, you're not really open to what's important to the other person. And they can always sense that.

You won't be thought of as a salesperson who is concerned about your clients best outcome and wishes. They more than likely feel they need to put their guard up becasue they sense you're only tring to make a sale.

What makes this new cold calling mindset so different is that you let go - entirely - of the desire to get a sale. You're not hiding a sales agenda. You may not even be open to shaping a sales proceeding. Rather, you're listening to discover whether you can help someone.

As listening becomes more and more important in your cold calling, you'll be regarded as someone who's trustworthy. It's a profound shift. You'll be surprised at how easily prospects welcome you into their world and share the truth of where they stand.