I don’t think there’s anything I hate more than making cold calls. And yet it’s responsibility of every business owner to do just that. What it actually means is presenting myself through my voice alone. After all, the person on the other end of the phone line has no idea how nice my hair looks, how perfect my makeup is, and what a cute outfit I have on. I suppose that’s the best thing about cold calls – you can even make the many her yoga pants or pajamas should you desire.
It’s also asking for people whom you don’t know to put their trust in you and/or your product, which means one had better project an air of self-confidence or they’re doomed. Yet more importantly, at least in my experience, I also want the person at the end of the line to get a fairly good idea about who I am as a human being. I want them to hear in my voice my capacity to be kind, easy to work with, professional but not rigid, and fun to be around.
I know that I’m all those things but sometimes my nerves take over and when they do, I can sound like a complete idiot. Not useful when I’m trying to make a deal! So I do what I’ve always encouraged my children to do and that’s rehearse. I practice what I’m going to say; I time it and then slow the speech down so that I don’t sound as if I’m in a rush but rather glad to take the time to call that specific potential client.
I also practice creative visualization. I put my imagination to work by seeing myself calm, easily accessible, positive, and friendly. I also see in my mind’s eye the person on the other end of the phone line enjoying our conversation, wanting to know more about whom I am and what it is I do, and agreeing that this cold call is the best thing that could’ve happened to them so far that day!
And, of course, by the time I’ve made two or three cold calls, I’m usually on a roll. The secret to making cold calls is the more you make, the more you want to make. And the more you want to make cold calls, the more business you will generate.