It might seem strange to think that a salesperson could have anxiety about making a cold call. After all, they’re most likely in the job because they enjoy talking to people and generally consider themselves outgoing. Even still, many new salespeople struggle with cold calling and can actually have some anxiety related to it.
While challenging, it definitely is possible to overcome cold call anxiety. Before getting into the tips, it’s helpful to point out that there is cold calling software out there that can make a sales rep’s job easier as well. Auto dialing and auto routing takes the guesswork and pressure out of the hands of the reps, ensuring that they are calling who they need to call when it’s best to call them.
If you or your sales reps are struggling with cold calling, consider investing in a sales engagement platform that will automate much of the backend work for them. That way, they can focus on making the call and the person on the other end of the line.
When afraid, many of us fall into the habit of being too self-critical. Sales reps with call anxiety may be telling themselves that they’re going to fail even before attempting to pick up the phone. Instead, start your day with positive thoughts (or affirmations) like:
- I can do this
- No matter the outcome, I can handle it
- Every experience is a chance to grow
- What’s the worst that can happen?
Adjust Your Mindset
One big worry that sales reps have is that they are interrupting or bothering the prospect by calling them. This negative attitude produces the idea of a negative outlook – obviously, if you are bothering someone, they won’t want to talk to you.
Instead, think of it as an opportunity to network and to learn more about people and their wants and needs as customers. If you go in it thinking that you’re there to help and make their life better, you’ll be less afraid about the outcome.
Practice Makes Perfect
To sound natural when making a cold call, you need to be familiar with your script. Do some practice rehearsals where you role-play an interaction with a prospect. Speak like you would on the phone and keep doing it until you feel comfortable with the sound of your own voice.
The sales process takes time, and no one expects you to close the deal on the first call. Set realistic goals for yourself from the call, and you’ll feel less pressured and stressed. For example, you could convince them to have a follow-up call or in-person meeting instead of trying to get them to buy.
Use the Hold Button
Don’t forget that if a conversation starts to get overwhelming that you can always hit the hold button. If you don’t know the answer to a question, or if you simply feel frozen up, politely ask if you can put them on hold to get an answer. As long as you don’t do it too much, it shouldn’t be an issue.
No matter how much you prepare, you’ll never truly be ready. Just jump right in and learn from the experience – you have nothing to lose.