Quite often you hear that many salespeople in the real estate industry suffer from cold calling fear, or call reluctance. The reality is that cold calling is a productive process to improve your market share. So how then can the average salesperson get around the problem of call reluctance? Here are a few pointers to help the process.
There are two solutions to the call reluctance problem. They are:
- Changing the mindset
- Adopting a systemised process of action
When a salesperson is told that they have to start cold calling, they are usually embarking on a process that they have not done before or have not done with great efficiency. Effective cold calling takes practice. In simple terms, the more that you practice the cold calling process, the easier it will become. The more that you actually do the process, the easier it will become.
Only a few salespeople out of every hundred really do the cold calling to a highly efficient level. It is these people that grow market share significantly in any market and at any time. They enjoy the cold calling process and find it integral to their prospecting and connection with clients and end users. They enjoy making the calls. In reality, they have changed their mindset in the cold calling process. This is the ultimate goal that every high performing salesperson should seek to achieve.
So the real solution to call reluctance is found in the process itself. When you take action and challenge your fear you will break through the barriers of the problem. The more calls you make, any hurdles or reluctance will start to diminish. Importantly the process should be supported by systemised timeframes and documentation. This then says that you should make the calls every day without fear and without compromise. Once you start making the calls, ensure that it is part of you daily and weekly diary. You have to make the calls every day.
One final comment to add to this process; it takes about 20 minutes to get the flow of cold calling really underway. If you stop and start calls with various interruptions around you, you are destroying the cold calling momentum and resetting the clock each time.
So the message here is that success is available to those that practice and diligently approach the cold calling process each and every day. It is a tool and skill to be developed. It is the perfect cure.
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