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Inspired by a client, I’m prompted to address the fear associated with Cold Calling. For those that maybe haven’t heard of this term, it is used in marketing. It means that you get in touch with someone either by phone or face to face, that you don’t know, with the intention to market your product or self. What came to me in the midst of helping my client with her job search was that the term cold calling holds such negativity.
I can tell you honestly, it is my least favourite thing to do. I’m always in awe of those that have no problem promoting and marketing. However, this type of call sounds just like it is, “Cold," and I think that is what trips some people up. It doesn’t project that there will be a happy, positive, productive outcome from making that call. It doesn’t scream “This is going to be a healthy conversation.” Instead, cold usually conjures up rigidness, freezing, a sense of “just get me out of here so I can warm up.”
We make calls on behalf of ourselves, family and business to people we don’t know all the time. We chat with people momentarily, whom we’ve never met, to gain information or to just share an observation. However, if there is even a hint that it may be a ‘cold call’ for job search or product/service marketing, fear sets in. This fear can be really huge for some people, sweating, tenseness in the throat, butterflies in the stomach…Yuck!
Here are some ideas that may help us all find some success:
1. Let’s change the name – I say “Cold Calling has to go!” Make it more personal and find something to call it that conjures up a good image.
Strategic conversation or An invitation to know you or your product or A helpful connection. Something that makes you feel less cold and more optimistic. (Maybe some of you have some ideas around alternative names, feel free to add in a comment)
2. Set yourself up before making that call with exactly what you need. Have a script that you rehearse and when it feels more natural make that first call. Keep the script in front of you, it’s a place to land when and if you feel a twinge of uncomfortableness. Have a glass of water there for a dry throat and eat before you start this; empty stomach means empty brain. Get pens and paper ready just in case you receive information for follow up.
3. Pick a no distractions room for your base of operations. Surround yourself with things that make you feel comfortable in that space. Let everyone know, including the dog that you are not to be disturbed!
4. Be yourself. In all other dealings your personality shines through. Sure, there is a professional voice and a hang out with your friends voice but that professional voice is still YOU. This is a brief interaction normally between you and another person, it isn’t like you have to recite the constitution.
5. Think about times when you have enjoyed talking with others in business. Most of the time I have found, as was the case with my client, that people are making those type of connections with others and not realizing the essence of what they did would have been called a cold call.
6. Set yourself a goal of how many people you will contact and when that is obtained, regardless of the outcomes, give yourself a reward! Treat yourself to something – I’m big on treats for accomplishing both the large and small things in life and career.
7. Realize the majority of people you are calling feel the same as you do. We are human, there is nervousness and all sorts of things going on no matter what side of the desk or phone you are on. Don’t take any rejection personally. That rejection, any way you look at, was the best thing that could have happened. (Personal growth or protection of your product it is all good)
8. Keep records of your contacts. This is your business and knowing who, why and when you spoke to someone is essential. If life happens right in the middle of this new found drive to connect, you don’t want to lose track of that hard earned information.
So, let’s make a movement to change cold calling to something more user friendly. Keep in mind, if you have troubles with marketing yourself then ask for help. Ultimately, you are the expert
