It's not all about the sale.
Sometimes we put the pressure on by thinking that our cold calls should result in sales. Remember the true purpose of cold calling: of course it’s always about relationship building in the end, but in most cases the goal is to end up with one of the following outcomes:
Permission to add the person to your database for periodic updates
A plan to contact them at a later date when they may be in need of your service or product
A request to take them off the list altogether
Simple, right? Understanding the purpose gives you permission to accept that not everyone is the perfect candidate. Those who wish to be removed from your list aren’t saying that they don’t like you or your product; it simply means that it’s not right for them at this time.
It's not personal.
Remember that you are speaking to a human being who has feelings, moods, and concerns, just like you. If you do encounter someone who is rude or unpleasant, consider that it is not all about you. Do not take it personally! Most likely, this person’s mood has been pre-determined by all sorts of other circumstances. Allow them their space and get on with your day.
I'm already successful.
Too often we base our success on the final outcome. Take on the attitude that the phone call or initial meeting is the success. You have taken a huge step! And the more you get out there, the higher your odds of success. Take the heat off by visualizing an outcome that is best for all concerned. Sometimes, a "no" is the perfect answer because the circumstances aren’t just right. It’s best to know this so you don’t get into something that is doomed from the beginning. No matter what answer you get from your prospect, celebrate the fact that you actually made contact and are one step closer to your ideal customer.
It's all about the numbers.
Try to remove the emotion by seeing your phone calls and meetings as statistics. If you make twenty-five phone calls, odds are good that you will find one person who will want to learn more. If you effectively attend four or five networking events per month instead of per year you will build more relationships and increase awareness of your brand. Everyone hears the dreaded "no," but not everyone keeps plugging away at it. It’s like working up to 100 sit ups instead of staying at 20; the end result will be so much better. Get those numbers up there; love the "no" because it only means that you are getting closer to the yes!
I am not alone.
Did you know that 44 percent of salespeople quit trying after the first "no?" Considering that 40 percent of all solid prospects say no at least once before buying, this is a sad statistic. You are not alone in your fear and frustration, but if you can buck up and be persistent you will succeed! Again, the proof is in the numbers!