Overcome Cold-Calling Jitters

By Keith Rosen, MCC
The Executive Sales Coach™

When I ask people what their aversion is to prospecting or cold calling, I hear things like "I don't want to say the wrong thing," "I don't want to look bad," "I don't want to be pushy," "I don't want to be a nuisance," "I want to honor who I am and my integrity," "I don't want to impose," "I don't want to be rejected or hear, 'No,'" or "I don't want to blow it." Isn't it interesting that every single one of those statements begin with the word "I"?

Practically every salesperson I've ever met at some point during their selling or prospecting efforts makes the process about them. This is the #1 roadblock to successful prospecting and the leading cause of call reluctance. If you're focused on anything other than the prospect, the value that you can deliver, and whether or not there's a fit, it becomes about the salesperson having an agenda and their need to establish credibility, prove the value of their product/service, get the sale, or book the appointment/demo.

Ultimately, this aversion is rooted in the fact that we're afraid of failing. We're so concerned about making sure we do it the "right way," putting that emphasis on us, we're therefore shifting the process away from the prospect and becoming more concerned about ourselves.

Instead of making this process about you and how much you might be able to gain, make it about the prospect, how much value you can deliver and what's in it for them. Shift the focus away from you and onto them. Once you change the focus to making it about the other person, it immediately relieves you of that fear or unnecessary pressure to look good or perform.