Keep pushing?

In this old traditional cold calling mindset, we keep pushing. We try to present more information until we "close" the sale. We try to bypass people�s objections and concerns because we�ve already decided for them that they should buy what we have to offer.

However, in the new cold calling mindset, we know that sales pressure is always a recipe for disaster. Instead, we respond to objections by first trying to understand whether they�re genuine concerns or resistance to sales pressure. Until we do this, we have no way of responding appropriately to someone�s objections. We especially have no way of tackling the underlying cause of resistance, which is a reaction to sales pressure.

Genuine concern is about the product or service. Resistance is about a person�s mindset.

The old cold calling approach doesn�t distinguish between "genuine concerns" about what you�re selling, versus "resistance" to how you�re selling it. Nevertheless, this is crucial. If a potential client is genuinely concerned with something about your product or service, then you address it thoughtfully and directly.

However, if they�re resisting the process itself, then they�ve felt sales pressure in some way. Resistance is almost always a negative response to perceived sales pressure.

We therefore need to consider how we�ve introduced that pressure, or how we can reassure them we�re only focused on helping them solve their problems.

Different responses

When potential clients raise objections about what you�re selling (pricing, delivery, quality, etc.), these are genuine concerns. They�re rooted in the client�s world. Therefore, you must take them seriously rather than overriding or ignoring them.

When someone is resistant to the conversation itself, then you�re dealing with a reaction to sales pressure. This needs addressing, but in a different way. This is what I would call real "resistance," because clients are resisting the whole cold calling process.

They think that you�re trying to �sell� them.

A tricky distinction

What gets tricky is when people raise objections that sound like genuine concerns. But what they�re actually doing is resisting perceived sales pressure.

On the surface, comments like these sound as if they�re about your product or service,

don�t they?

� Send me more information.

� Sounds good. Let me think about it.

� Your price is too high.

� Great. Let me talk it over with my co-workers.

They may actually be code words for "I�m feeling pressured by how you�re selling."

Your potential client probably isn�t going to tell you the truth. After all, when was the last time someone said, "You know, I feel as if you�re really focused on getting the sale here and that�s making me feel pressured. It�s creating a slight tension in my stomach.

Therefore, at this point, I don�t trust you."

Fortunately, you can figure out whether potential clients are raising genuine concerns or covering up their discomfort. Just do these two simple things:

1. Assume pressure is always present, even when you�re doing everything you can to create a pressure-free environment. People expect sales pressure, and we can�t always immediately diffuse that expectation 100%.

2. Trust your intuition and instincts. Over time, you�ll learn to be able to tell whether potential clients are telling you the truth. You�ll start picking up signals that they�re feeling pressured, such as giving you short answers.

As you learn to distinguish between genuine concerns and resistance, you�re likely to hear fewer and fewer "objections." You�ll stop triggering evasive responses or false concerns when you stay focused on what�s actually being communicated. You will also get far better reactions to your cold calling efforts.