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Why? Because you’re talking with someone who doesn’t know you. Think about how you’d feel if someone you don’t know approaches you with a lot of zest and enthusiasm.

You’ll probably take a step back. You’re a little suspicious and somewhat on the defensive in the face of all that enthusiasm.

It’s the same when you make cold calls. People don’t like the feeling of being pressured, and that’s usually what gets triggered when you approach someone with too much confidence. It’s called "positive thinking" in the old sales training strategies, but really, it’s overconfidence.

1. Here are two things for you to consider the next time you start to dial the phone:

2. 1. Artificial sales enthusiasm is – artificial

3. 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.

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.