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1. Artificial sales enthusiasm is – artificial
When I’m coaching someone, many times I like to ask them to role-play with me. And often, just as soon as they move into their cold call presentation, everything changes.
Their natural voice tone shifts, and they sound like a totally different person from the one who called and talked so naturally with me about their sales issues.
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You see, sometimes just the idea of making a cold call causes you to talk more loudly, and with a lot of "forward energy momentum."
But most cold calls break down the moment the other person feels all that enthusiasm.
Why? Because with high enthusiasm, prospects feel sort of boxed in. They feel the pressure of your expectations. They feel pushed by someone they don’t know, and who knows nothing about them.
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So it’s much better to talk in a natural, conversational way, just as if you were talking with a friend. When you’re being a relaxed and natural, the difference is amazing.
2. Assumptions feel like presumptions
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The old cold calling approach encourages you to be confident that the person you’re calling should seriously consider buying what you have to offer. It’s a taken-for-granted assumption that if they fit your profile, your product or service should be a "fit" for them.
But really, how much sense does it make to have assumptions about someone you've never spoken with, much less had a conversation with? How much can you possibly know about their problems, issues, needs, time frame, budget, decision making process, or other key information?