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Lowering Resistance When Cold Calling

2 min
Average Score

Josh Braun

Founder of Josh Braun Sales

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Cold calling can be a daunting task for sales reps. The fear of rejection, the pressure to make a sale, and the uncertainty of how a prospect will respond can make it a challenging endeavor. However, understanding the psychology behind cold calling and adopting the right mindset can significantly improve your success rate. In this session, we'll delve into the concept of the "zone of resistance" and how to lower it to create more fruitful interactions with potential clients.

What Is the Zone of Resistance?

Have you ever walked into a department store and had a sales associate approach you, asking if they can help you, only to respond with a polite, "No, thanks, I'm just looking"? Then, moments later, you find yourself making a purchase you hadn't initially intended. Why did you tell the store associate that you were just looking? It's because you were in the "zone of resistance."

The zone of resistance is a reflex reaction to sales pressure. It's the exact same thing that happens when you cold call a prospect. They, too, are in the zone of resistance. When they feel the pitch, the pressure, or your value proposition, they instinctively pull away.

Changing Your Approach: Detach from the Outcome

To lower the zone of resistance in cold calling, it all starts with changing your intent. Detach from the outcome, let go of the expectations that everyone needs what you're selling, and instead, be curious to see if the prospect even has a problem. This small, two-millimeter mindset shift can cause you to behave in ways that don't feel pushy.

Consider the following scenario on a cold call. Imagine you're a triathlon coach calling a triathlete.

Caller (Coach Anna):

Hey, Josh, my name is Coach Anna. We've never spoken before, but I was hoping to speak with you briefly. Do you have a moment?

Prospect (Josh):

Sure, how can I help you?

Caller (Coach Anna):

Thanks, Josh. I'm familiar with you because I work with several athletes in the Boca Tri Club, and I was just wondering, do you have any races coming up, or are you sitting this season out?

Prospect (Josh):

Well, I've got some races coming up.

Caller (Coach Anna):

Oh, great! Which ones are you doing? I'm doing Iron Man Cozumel. Are you working with a coach, following a training program, or just doing your own thing?

In this conversation, you can see that the sales rep is learning about how the prospect is currently achieving their goals. This approach allows for a much deeper conversation, as it avoids making assumptions and persuading the prospect.

The Power of Curiosity

Curiosity is a salesperson's best friend when it comes to cold calling. When you genuinely want to understand your prospect's needs and challenges, it makes your approach more engaging and less intrusive. By asking open-ended questions and actively listening to the prospect's responses, you can uncover their pain points and determine if your product or service is a potential solution.

The Value of Active Listening

Active listening is an essential skill for sales reps. It involves not just hearing the prospect's words but truly comprehending their concerns and motivations. When you actively listen, you can tailor your pitch to address their specific needs, increasing the likelihood of a successful sale.

Building Trust through Transparency

Transparency is another crucial element of lowering the zone of resistance. When you're open and honest with your prospects, they're more likely to trust you. Transparency includes being straightforward about the benefits and limitations of your product or service, setting realistic expectations, and delivering on your promises.

Nurturing Long-Term Relationships

Successful cold calling is not just about making a sale; it's also about building long-term relationships with your clients. By focusing on the customer's needs and offering ongoing support, you can turn one-time buyers into loyal customers and advocates for your brand.

In this session, we've explored the concept of the "zone of resistance" in cold calling and discussed how changing your approach can lead to more successful interactions with potential clients. By detaching from the outcome, adopting a curious mindset, actively listening, being transparent, and nurturing long-term relationships, you can become a more effective and empathetic sales rep.

To delve deeper into the art of cold calling and learn more strategies to boost your sales success, we recommend watching this informative video. In the video, you'll gain additional insights and practical tips that can help you master the art of cold calling and excel in your sales career. Watch this session to learn more about this topic and take your cold calling skills to the next level.

Remember, cold calling doesn't have to be intimidating. With the right mindset and techniques, you can turn these calls into valuable opportunities for both you and your prospects. Happy cold calling!

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