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Talk instead about their problems for a bit.
It’s a movement of dialogue. This dialogue is around talking about their world and not about your product. That’s the shift. All you have to do is identify three or four major problems that your product solves, and use those problems as phrases to begin the dialogue of your cold call.
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You see, this new cold calling approach has to be tied to a specific, real problem that the person experiences in their world. This is needed in order for them to feel comfortable having a conversation with you. When you’re relevant to them and their world, they trust you. They sense that you’re there to help them solve a problem - not sell a product.
So remove yourself for a moment from what you have to sell, and think about what problem your solution solves for somebody.
For example, if you’re in the coaching industry, think about what problem you’re solving for your clients. You might say, "I’m just calling to see if your company’s open to the idea of using coaches to improve management performance."
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When you use the word "open," people respond positively. Who would say "no" to being open? You’re not challenging them. You’re not forcing a solution. You’re not even saying what you’re offering to sell. You’re simply asking a question around whether they have a particular problem.
This also invites a question back to you. Potential clients will often ask at this point who you are and what you do. They might say that they already have a service, but they may need some more help. So it opens up even more conversation.
Here’s an example of how salespeople focus their cold calling around something that appears to be a need, but they haven’t tied it to a specific problem.
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Let’s look at financial services. In this case, people who sell financial services start cold calls with a focus on the future of the person’s situation. They might say, "I’m just calling to see if you’d be open to some new ideas to help you increase your income."