Wouldn't it be great if your cold calls were pleasant for both you and your potential client? It would make your job something to feel really good about, rather than the dreaded discomfort which affects your self-worth, and a inconvenienced customer. Well, it's very possible to make life pleasant for both parties. If you remove the pressure of sales from the interaction. Why? Because sales pressure is the underlying cause of tension in cold calling. You're pressuring both yourself to make a sale, and you're pressuring the other person to buy what you have to offer.

In the conventional mindset, your training teaches you to approach cold calling this way. You've been encouraged to be proactive, assertive, and maybe even aggressive in your sales efforts. This is sales pressure. It throws the entire conversation into a push-pull scenario instead of a relaxed, mutual exploration. So, removing pressure from your conversations, makes your cold calling become relaxed and productive instead of stressful and tense.

In the old traditional sales training, you normally start cold calls by talking about yourself and what you have to offer. This approach quickly introduces sales pressure into the conversation. Why? Because whenever someone hears your mini-pitch about yourself, it's clear that you want to make a sale. Now they have to respond to that expectation, which means there's a push-pull feel to the interaction.

Instead, focus the start of your conversation on a need or issue you know the other person is likely facing. Step into their world, learn more about them, make them the focus and invite them to share whether they're open to exploring possible solutions with you.

Now you will feel like you are doing them a service, and they have a valued option of finding a solution. A cold call can be fulfilling to both parties if relaxed without the sales pressure.

Keep calling and keep it conversational...

Ari Galper, Unlock The Game founder, makes cold calling painless and simple. Learn his cold calling secrets even the sales gurus don't know. To receive your 10 free audio mini-lessons visit