Common Myths about Cold Calling
from that pressure — and that pressure is you.
So learn to avoid the “push-pull” dynamic between you and the potential client. You’ll actually find the sales process moving forward much more naturally (and more often) than when you’re forcing things.
In this old myth, the idea is that if a sale is lost, it’s usually at the end of the sales process. The truth is that it’s often lost at the beginning of the cold call. When all you’re doing is going for a sale, the other person can sense it, no matter how well you think it’s camouflaged. When someone senses this sales pressure, “The Wall” goes up and the defenses come out. So stay away from focusing on making the sale. Rather, your goal is always to discover whether you and your potential clients are a good fit.
I can’t tell you how useful these new ideas have been in my own life, and in the
