The biggest problem most people have when cold-calling potential leads is a distinct lack of influence. What do I mean by influence? It's the main goal of prospecting: the ability to have an effect on the person you're speaking to, such that they are moved to take action or indicate interest in your subject. Influence comes from your tonality, your use of pauses, and understanding the personality style of the person you're speaking to.
How do you get control of those things? For starters, it's important to know that since you don't have a lot of time when you're on the phone, it's crucial to slow down and listen to the speed of the individual you're speaking to. Let them talk. When prospectors ramble on and give their pitch without listening to the person on the other line, they lose the interest of the potential lead. You need to follow your script - when you don't, people will know you're winging it by the sound of your voice. Upswings in your voice cause people to have a lack of confidence in you, and that means you ultimately have a lack of influence.
The best way to combat these bad habits and build confidence is to record your voice and listen to it. I know it's painful, but do it for a week or so, listen to it, and take notes. You should ask yourself 3 questions once you've finished each recording:
- What did I do right?
- What did I do wrong?
- What do I need to improve on?
