Hey, no’s are part of the game, we’re going to get that, but the thing is don’t focus on what you can’t control, okay, somebody’s reaction to what we’re saying, we really can’t control. We can influence it if we’re doing the right things, but if I become devastated by something I can’t control it’s gonna be a pretty miserable existence, so what I want to focus on is what can I – what can I control, my attitude and what I’m saying, my process and the activity that I put in, and if you put in the activity, doing the right thing, you are going to get the results at the other end. Okay Art, thank you very much for joining us on Weekly Business Talk. Wow, okay. Well hey, first of all thank you so much for having me on, it’s an honor to be here with you and also with your – with your listeners – boy, how much time do you have, because I can go way back. My first actual paid job was when I was 13 years old. So recently we had Art Sobczak on the podcast. So first and foremost, the reason why is a huge way to actually do business with anybody is by using the phone. The phone – arguably the most powerful tool that any business owner can have nowadays, and being able to use that phone to communicate with people and do your research on people is becoming so powerful, so we had Art Sobczak on the podcast recently talking about the difference between the cold call and the smart call. And my stance on that is the cold is dead but the calling is not, and there’s absolutely no reason to place a cold call, which I define as not knowing anything about the person you’re calling, and then giving them a generic pitch, so everybody gets the same pitch, and many times that pitch is off target because, again, we just don’t know anything about the person that we’re calling. And people will make silly mistakes doing a cold call, one of the arguments is is that it’s better to contact people who are targeted, who know about you and you know about them. Cold calling can seem inefficient with your time, sure you’ve got a lot of phone calls, but you might start going into areas and places and speaking to people that you don’t actually want to do a business with. The biggest problem with people cold calling, or on the phone in general, is that they just say dumb things. By saying certain things such as, ‘I know you’re busy,’ or, ‘I know you’re probably
very busy, this’ll only take a few minutes of your time,’ and smart calling, you phone less people but they’re much more targeted, they’re much more strategically thought out, there’s some – been some to-ing and fro-ing in terms of research or communication beforehand, so when you do phone them, you’ve got a better chance of succeeding, and you will never get rejected that way, because even someone that might not need your services right now, tends to mean, ‘not right now, I don’t want to right now, so maybe in the future I’ll be interested.’ Being prepared for objections, and most certainly anybody selling anything, we should be prepared for how we’re going to respond when when we get an objection. Now there’s a difference between an objection, which is real, which is a reason why somebody isn’t going to do business with you. Typically, a real objection is going to come after we’ve had some kind of substantive conversation about my offer, so whatever it is that you’re selling, we’re – I’ve asked questions, I made the recommendation, and then they say something like, ‘well, you know it’s just not going to fit with our
environment,’ or, ‘the price is too high,’ which is pretty common, okay, those are real objections. Now let’s contrast that with what happens at the beginning, many times, of a prospecting call, which is after you go through your opening, somebody may say, ‘we’re all set, we’re good, I’m not interested.’ Now that’s not a real objection, because they’re really not objecting to anything substantive yet. Right? So I call that a resistant reflex response, and it’s just like if somebody threw something at your head, you’d flinch, and that’s just a reflex. Somebody gets a phone call from somebody they don’t know, they hear what they think is a pitch or a salesperson, they’re gonna say, ‘hey, I’m all good,’ and those work, because most salespeople just – they give up on that. And it means that you can diarise them for six months down the line and again reach out to them again, whereas a cold call it’d be, ‘listen, don’t ever phone here again,’ because your pitch, your presentation, your ask, it’s just – it’s not bringing any value to anybody, so we had our long, long conversation about the cold call versus the smart call, there’s been a tonne learned, and anybody that’s – y’know, reaching people on the phone is essential. You’ll make the most money – trying to chap doors and go and visit people is great, that personal interaction, but when you have a really strong skillset on the phone, you can phone dozens and dozens of people a day and have really meaningful relationships with them, and it’s actually a quickest way it makes some really good money and bring a lot of business development to your business. Let me touch on the overriding very important point here. One of the reasons that I would say most people are scared to death of picking up the phone and talking to somebody that they don’t know is that they’re afraid of what may happen, and that also is a result of they’re not quite confident or sure of what they’re going to say on the call, so common sense says that if we can be pretty much prepared for most scenarios that we’re going to run into, then that helps our confidence. Now of course we’re never going to be totally prepared for everything that people are gonna throw at us, ’cause every call’s a learning experience, and the only way you get better at this is by doing it, it’s like any performance activity, right, but the very best salespeople are not surprised when they hear any of the more common objections that they’re going to get in their business. What I always tell people and send the title of my book, How to Eliminate the Fear, Failure, and Rejection from Cold Calling, so people say, ‘how can you get rid of rejection?’ Well here’s how: rejection is totally how you define what happens to you, it’s not the experience itself. I remember having a phone call with someone who phoned me up, but I think they were trying to sell me advertising space, or they were trying to get me into an event – to take a stand at an event, and they phoned me up by initially saying, ‘hi there, you know we’ve got this, and I think it would really fit your business,’ again, probably because they didn’t do their research, and almost after me giving them that second to go, ‘okay, tell me a little bit more,’ they says, ‘well, tell me a little bit about your business,’ and I thought: we are a fairly large company, some simple research could have told you what we are and what we do, and I immediately thought: why should I spend my time telling you our business so you can try and concoct a story or a presentation to then try and sell me something. What you would have been better doing is going away and doing your research, speaking to maybe some of the industry insiders – why not reach out to a governing body and ask them about certain things before phoning a company – or companies – go to an event, a networking event, go to a large exhibition, and sure, doing cold call will get the odd person, because you’re playing the numbers game, but it’s just not a good – that’s when you’re then inefficient with your time. Do more preparation work, do more intelligent, sort of – apply more intelligent research before making your cold calls. Turn it into a smart call. Your results will immediately improve – immediately improve. So I would go smart calling over cold calling any day of the week.