“There is nothing worse in the business world than cold calling.”
I absolutely, positively hate it. The way your nerves tingle as you wait for someone to answer the phone, the anxiety of making sure you use the right words in the right places, and that overarching fear of rejection.
It’s like walking into a dark abyss and having no clue what’ll be inside.
When I first began my marketing business, I made cold calls. Not only was it extremely nerve racking, but it was also completely ineffective; I didn’t get one client from any of my calls.
That’s when I decided I would never make a cold call again.
But Maybe It’s Worth One More Try
Good old William “Skip” Miller. He wrote the book “ProActive Selling: Control the Process — Win the Sale”(amazon affiliate link). Of course, being the book worm I am, I started reading it.
After only 4 pages, Miller got me thinking, “Maybe I should try cold calling again.”
The book is magnificently written. It presents clear, actionable steps to prospecting and selling. As I read it, I saw all the mistakes I had been making with my sales, most prominently when I made cold calls.
So today, I started making cold calls again.
I made a list of businesses in Manhattan Beach, got my phone out, and started calling them, going down the list.
Only one owner picked up the phone, and instantly told me he wasn’t interested. The rest were just employees who said the owner was not available.
You might think to yourself, “Ah, Brandon, yet another cold call failure!”
I say, “Not even. In fact, my goal for today was just picking up the phone and calling.”
I realized what was keeping me back from making these cold calls: it’s fear. And the best way to overcome fear is to face it head on. Fear kept me from picking up the phone, asking for the owner, and pitching my business.
The fact that I was able to do this 10 times today is, in my eyes, a success.
I definitely don’t think I’ll become a master salesman. I accept that selling is my weakness.
And I do know the saying, “Concentrate on your strengths.”
But at the same time, I think there is something to be said about facing your fears. That’s what business is all about. It’s about facing your fears and overcoming them. It’s about accepting the fear that your business may fail, but going ahead with it anyways.
My question to you:
What fears have you been facing and overcoming lately?