Call goal

The primary goal of a cold call is not to book a meeting. It’s to learn something new.

Most sellers hurt their chances before they pick up the phone, as they´re too attached to the outcome of booking a meeting. Sleazy trainers will tell you to always book a next step and push your buyer into a corner. But they’re wrong.

Firstly, you could book a meeting with the wrong person who doesn’t have the challenges you help solve and has no buying authority or influence. This means you’ll waste time - speaking to the wrong person.

Secondly, when you only focus on meetings, you come across as desperate and commission-hungry, and the buyers will feel pressured. Some may take a meeting just to get you off the phone, but they’ll be a no show later.

Thirdly, and most importantly, you put pressure on yourself because you think a cold call is only “successful” if you book a meeting, and you’ll feel more nervous because of it.

So what’s the alternative mindset?

Focus on learning something new from your call (could be a challenge they’re facing, a goal, or something about one of their colleagues). Then only if that new information is relevant (because you can help them with a goal or challenge), then it’s worth booking a meeting.

So yes, booking meetings with the right people is key, but first focus on your primary goal of learning something new about the other person.

Cheers,

Michael Hanson

CEO GrowthGenie