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This episode is a business coaching course that teaches fifteen sales moves.

Results-Focused Training, Tools, and Workshops from Expert Business Coaches.

Featured Coaching Excerpt - Notes & Transcript, Part 1
  • Recommended Reading: Relationship Selling - The Key to Getting and Keeping Customers - Jim Cathcart
  • Definition Magician: Cold Call - A telephone call soliciting business made directly to a potential customer without prior contact or without a lead.
  • Lesson Nugget: Look for people with problems that you can solve.
  • Notable Quotable: "[While making sales calls] profit is a wonderful thing, but it is not the reason why you are calling. If you can't help them you have no reason to ask for their money."


-The purpose of the first call is to find out if you can help. But what's a customer worth? Well, a customer's worth the profit on what they buy.


-Jim Cathcart, how are you, my friend?

-I'm happy to be here.

-Well I'm happy to be here, because I get to learn from you about sales. And I know that you're an expert in this area here. If you don't know Jim Cathcart or who he is or why you should be listening to him, this man is a Golden Gavel award-winner, the Cavett award-winner, a world-renowned speaker, bestselling author. And you have quite a bit of experience in sales, as well, I know.

-I do. As a matter of fact, that's been my specialty for most of my career.

-This is his book, Relationship Selling. If you don't own it, you should own it, because he's going to be teaching some specific moves out of this book. And the first thing we're touching on is this topic of never making a cold call again.


-And Jim, I make cold calls for a living, so I don't understand what you're saying really. What are you talking about?

-Heal. I'll cure you of making cold calls.

-What do you mean by this, though?

-Well first off, what is a cold call?

-Somebody you haven't talked with before, I guess?

-OK, so it's calling on someone you haven't talked with before. And it's cold why?

-They don't know about you, probably?

-But that doesn't make it cold. What makes it cold?

-The fact that they're not about to buy anytime soon maybe?

-Really? How do you know that?

-You haven't tried. You haven't talked to them yet.

-See where I'm headed?


-Yeah. Cold is something that we, the salesperson or the sales manager, imposes on the call. We say it's a cold call. It's a brand-new call, so therefore we're going to designate it a cold call.


-And why is it cold? Well, because you don't have a referral, because it's not a warm lead, because it-- it doesn't need a temperature. It's just a call. So if you never make a cold call again, then that means you can still make new calls all day every day on people you've never met who have no expectation you're calling. But they're just new calls.

-Does that affect your mind-- by changing your mindset there, what does that do?

-Absolutely. When you change your language, you change your thinking. When you-- you influence your thinking. And as you influence your thinking, you go toward whatever it is you're talking about. A new call, what's the purpose of a call? To find out who you can help and find a way to help them. Right?


-OK, so that's-- what's the purpose of selling? Helping people at a profit.


-If you don't make a profit, you have to stop doing it. So profit is a perfectly wonderful thing, but it's not the reason you're calling. You're calling to help them. And if you can't help them, you've got no reason to ask for their money, right?


-So take the curse off of the call by never calling it ever again for your life a cold call. It's a-- well, I'll call it a warm call. Well, that's just juvenile. No. Call it what it is, a new call. That's it. Just a new call. And now there's no spin on it. So you go out and you say, hey, I'm Caleb, and I help people solve problems. Let me talk with you about the kind of things that are giving you problems in whatever your area of sale-ing happens to be.


-So if you're selling roofing services--

-I did many roofing calls.


-This is like--

-And then you say hey, my name is Caleb. Would you look up, please? You can see the sky. That means you need me. Because I sell roofing supplies. Now let's talk. I mean, just whatever. Have fun with it.

-This is huge.

-But it's-- the cold calling characterization, when people say well that's what we're used to, that's what everybody calls it, so we're still going to do that. Well, OK. But just understand that you are one of the contributors to perpetuating the bad approach to new calls.

-And that's what I want to get into. I'm going to step aside and give you the floor here for a minute or two. But I think it's going to be therapeutic for me to watch back here and hear you just tell me about why that negatively affects our mindset, and how that impacts the buyer.

-You bet.

-So I'll get out of your way and I'll go next screen here. Take it away.

Featured Coaching Excerpt - Notes & Transcript, Part 2
  • Notable Quotable: "When you change the mindset about something, you change the behavior that emerges from it."
  • Lesson Nugget: Your products and services should sincerely improve the lives of your customers.
  • Steps to make people's world better while selling: 1. Be appropriately cheerful.
  • Steps to make people's world better while selling: 2. Be genuinely interested in their needs.
  • Steps to make people's world better while selling: 3. Do your homework in advance.
  • Lesson Nugget: The purpose of the first call is to find out if you can help and who you should be talking with.
  • Ask Yourself: Am I phrasing my questions too aggressively?

-All right, if you never make a cold call again, can you still make sales calls? Absolutely. Can you make sales calls that aren't expected on people who never heard of you? Absolutely. So how do you make new calls? The same way you used to make cold calls without the attitude. So there's the thing. When you change the mindset about something, you change the behavior that emerges from it. So looking at new calls, what's the most appropriate thing you can do? Bring happiness into their world. Now, I don't mean show up and say, hi, I'm a friendly salesperson, and I'm here to make a new call on you! That's absurd. What I mean is look at every call, every new contact as an opportunity to make their world a little bit better. How do you do that? Well, be cheerful, be interest-- appropriately cheerful. Sometimes it's not OK to be just grinning and laughing, but be in a cheerful frame of mind. Be up appropriately interested in them-- genuinely interested. If you want people to be interested in your sales presentation, be really interested in their needs, because until they feel the need for what you're talking about, they're not going to be interested. My son used to work in a Mail Boxes Etc. Remember that? Years ago. He said I've noticed something, dad. He said the people that get the most mail send the most mail. Well, what do you know? Of course the people who get the most mail send the most mail, and the people who are most interested in you, you find them to be the most interesting and so do your customers. So on every new call, be sure that you are in a positive frame of mind, vitally interested in them and their circumstances. Like I was illustrating with Caleb a minute ago, we were talking about selling roofing supplies, for example. Tell a person, look up. If you can see the sky, you need me. Right? Well a lot of roofing needs wouldn't be like that, and that would be a playful way-- maybe you could open a call that way, but with some people that wouldn't work or wouldn't be appropriate, but if he goes into every contact in that business interested in this person, checking out the roof ahead of time, or the roofing of the homes they're building, or whatever it happens to be that he's selling to. If he takes an interest even ahead of the contact and arrives with a little bit of material already prepared in his own mind, then when he makes that contact, he asks the kind of questions that immediately draw that customer out and cause them to say, well, tell me a little more. Really? What do you sell? What does that cost? How does it work? So you want them to be interested in you? Be sure you're interested in them. Also be sure you do your homework in advance, right? And when you're making new calls, set them up so that you recognize the purpose of the call is rarely to make a sale. What? The purpose of a new call is not to make a sale? Correct. In some instances, the purpose of the new call is to make a sale. In some types of selling, it's a one call sale. That's it. In those cases, yes, but in most cases, purpose of the first call is to find out if you can help and who you should be talking with. So the purpose that call is not to say, hey, stop everything else you're doing and watch me sell. Huh? No. What you say is, excuse me, I focus on these types of needs and solving these types of problems with people, and I'd just like to ask you a couple of questions to find out if I can help you today, because that's how you know you're going to be able to truly serve the person. And so you take an interest in that way, and then you schedule a time whether it's then or whether it's another time to come back and see the person you need to see, but gather information while you're there and make sure that all the information you gather makes it easier for you to make a sale the next time you contact them. So you're gathering vital information, preparing yourself for call number two. Another thing is, when you're making new calls, if you don't seem intrusive, if you don't seem like you're trying to take their time-- let me take a couple of minutes to tell you about my product. Well, my answer would be, no. I'm not going to let you take anything. I don't know you yet. Sorry. Ain't happening, right? So what you do is, may I ask you a couple of questions? Not let me ask you questions. That's an order. Let me ask you a question? I'm telling you, let me ask you a question. Instead I say, may I ask you a question or may I ask about your western division operations and how you get supplies? Whatever the subject is that I'm focused on. May I ask you a blank related question? Posing those kind of queries allows the other person to feel non threatened, at ease, and willing and eager to open up with you. So if you'll never make a cold call again, you just make new calls and make them in a way that helps people see you as a solution to their problems, a person who can fulfill their needs, you take an interest in them, selling is going to get a lot less intimidating, and you're going to feel a lot more confident as you go forth each day to make sales.

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