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We’ve all had the experience where everything seems to be going well during a cold call, and suddenly the person we’re talking to “hits the brakes.” They raise an objection and we start to panic, thinking we’re about to lose the sale.

We then fall back into the old traditional cold calling approach. We try to overcome objections and keep things moving forward. The notion is that if we’re persistent enough, we’ll make the sale.

Keep pushing?

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All the sales gurus have been teaching for years that you must be enthusiastic and aggressive in cold calling tactics. You’ve been trained to focus on the sale and move cold calling conversations toward a sales conclusion.

What would you think if I told you to surrender your sales agenda entirely? The new sales mindset actually does just that. It brings cold calling out of the dark ages where you’re going into battle almost as soon as you dial the phone. It lets you get rid of “pitches” and “strategies” and “closing techniques.” And instead, you can become a real person again.

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Everyday, people from all over the world send me their selling challenges.
This one just came in from Julie in Atlanta, Georgia:

“Ari, I’m not a typical salesperson. I’m easy-going, I focus on client needs, and I do my best not to exert any sales pressure. But I still end up getting stuck in the cat-and-mouse sales game, and I don’t understand why. I call a prospect, and, if they don’t say ‘no’ right away, we have a pleasant conversation. They lead me to believe that they’re interested in my service, but the next thing I know I find myself back in the ‘chasing’ game. Please help!”

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How to stop focusing on the sale in cold calling and be more successful

All the sales gurus have been teaching for years that we must be enthusiastic and aggressive in our cold calling tactics. We’ve been trained to focus on the sale and move our cold calling conversations toward a sales conclusion.

What would you think if I told you to surrender your sales agenda entirely? Would you think it’s impossible to see more success without a “sales focus” than with one?

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From the traditional point of view, cold calling conversations should constantly lead towards making a sale. We’ve been given only one path to follow, and that’s getting a “yes.”

This is why our language and energy feels stilted. We aren’t being genuine, and we aren’t inviting the other person to tell us the truth about where they stand.

Here are four powerful reasons to relax and stop trying to force cold calls into sales:

1. When we’re carrying “forward energy momentum,” others feel pressured

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