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Connecting Outbound

Cold Calling That Feels Good on Your Soul

8 min
Average Score

Josh Braun

Founder of Josh Braun Sales

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Cold calling can be a daunting task for sales reps, often causing anxiety and stress. The primary source of this stress is attachment—anxiety stemming from the belief that it's your sole responsibility to persuade prospects to book a meeting. This attachment can become a heavy burden, leading to fear of missing quota and heightened pressure to perform. In this session, we delve into the key to reducing stress in cold calls: letting go of attachment. Part One: Release the Attachment.

Understanding Anxious Attachment in Cold Calls

Anxious attachment is a common experience among salespeople. When you have an anxious attachment style, you believe that booking a meeting with a prospect is essential to meet your needs. Consequently, when a prospect rejects you, expresses disinterest, or refuses a meeting, it triggers feelings of threat and fear.

Here's what anxious attachment often sounds like on a cold call:

- "Hi, this is Adam with ABC. I'd like to discuss how our solutions can help your business."

- "I'm looking to get 15 minutes on your calendar to introduce myself and my company."

- "If I told you we could drastically cut your ad spend, would you be interested in hearing more?"

Prospects can detect this "commission breath," causing them to push back or resist engagement. It's like trying to stay afloat on the choppy surface of an ocean—no matter how hard you push, prospects pull away.

The Path to Reducing Stress: Letting Go of Attachment

The key to reducing stress in cold calls is to release attachment to the outcome. Instead of fixating on booking a meeting, create an environment where prospects feel comfortable sharing the truth—whether they are open to continuing the conversation or not.

Imagine you're selling a new email service, "Hey," developed by the creators of Basecamp. Here's a step-by-step approach to craft a stress-free cold call:

1. Understand the "Before" and "After": Begin by grasping the "before" and "after" of your product or service. What challenges did prospects face before, and how did your offering improve their situation? This forms the foundation of your script.

2. Join the Prospect's Conversation: Steal the language used by your prospects to describe their pain points and challenges. Make them feel heard and understood.

3. Illuminate the Possibilities: Shine a light on what's possible with your solution. Pass the conversational baton back to the prospect by asking open-ended questions. For example, "How are you currently managing your cluttered inbox? Have you tried creating folders or archiving emails?"

4. Show Indifference to the Outcome: Maintain an attitude of indifference towards booking a meeting. This detachment allows prospects to feel more at ease and opens the door to genuine conversations.

5. Transition Gracefully: Learn more about this technique in this session.

By following this framework, you can transform cold calls into calm conversations that reduce stress for both you and your prospects.

Watch this session to see this approach in action and gain a deeper understanding of how to reduce stress in cold calls.

Unlock Stress-Free Cold Calls

Releasing attachment to outcomes is the key to reducing stress in cold calls. Embrace this approach, and you'll find yourself navigating the waves of cold calls with confidence and composure.

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