overcoming the fear of cold calling is like mastering fear itself we have to face the fear
of rejection the fear of failure and a lot of self-doubt and I genuinely believe that if you
can Master the fear of cold calling it means so much more than just being able to pick up
the phone and sell to people it'll make you a better business owner a better communicator
and just a stronger more resilient person now not going to bore you with what I'm credible
about this subject I've made tens of thousands of cold calls over the past few years and off
the back of those calls I've closed well over 5 million in Revenue but believe me and trust
me when I say this I used to be terrified of picking up the phone now one of my companies
is called the affluent Academy and we help agency owners scale their businesses using Sales Systems
like cold calls among a bunch of other things and at the start of this year we launched an Outreach
competition a leaderboard for people submitting the amount of leads that they're outreaching
to on a daily basis and they break this down into the amount of cold calls they're making
the amount of emails and the amount of direct messages on social media and I want to show you
that live data right now this is the February's data this is team so we're halfway through in a
month and you can see that we have 32 people 32 agencies that submitted their data I want
to show you the direct correlation between the amount of meetings that are being set the amount
of sales opportunities and the amount of cold calls that are being made and this is relevant
for any industry not just agency owners anybody that is selling business to business this is
relevant to you okay so right at the top of this list because all the people that are making cold
calls are the guys that are getting the most meetings someone here made 40 ticks cocals and
got seven meetings surely made a 35 DMS as well but it's definitely coming from the cold calls
compare that to this person who's done zero call calls 200 DMS and 500 emails okay so vastly more
uh leads that are actually being reached out to here but only two meetings so significantly less
meetings and this is proof that cold calls will get you the majority of your meetings and it's
simple it is so much more personal when we call someone up we have to go through so much more
effort to actually call someone up and speak to them and people recognize that and they're more
likely to say yes to having a meeting with us I literally posted a video the last video I uploaded
where I made 16 cold calls on behalf of another business and I generated two meetings from there
okay which I'm hair transplant clinics do you work for and what made you choose HQ what time on
Tuesday would be good for you and I can send you a invite and then probably mid mornings probably
the safest I would have had to make hundreds of emails or set hundreds of DMS for me to get the
same amount of meetings and the reason why we're actually doing this competition the reason why
we've got this leaderboard right now because I wanted to see how many people were actually cold
calling and I wanted to see and prove the data between meeting set and cold calls made and so
when I saw that so many of these people are still not making cold calls and they're struggling with
the fear of actually getting on the phone I created a video to help them overcome that
fear an internal training and I want to show that video to you guys right now now first of all like
before I had my agency I was in a cold calling job right a couple of years before and I was
making 100 cold calls every single day right every single day I was making a hunger called we should
go on my LinkedIn you can see my job history and to me when I first started that I was absolutely
terrified I was useless at sales I've never even had a sales job before I've done a bit of PR for
my for nightclub events when I was at Uni but for me like I needed to get over that fear very
very quickly because I was in a lot of debt so I was making so Jordan 100 Cocos a day right but
the only reason I was able to do that is because I was backed in a corner okay I had no other choice
because I was in debt okay it was like eight grand but I knew that the only way I was going
to get myself out of that dead that I was ashamed of was learning this skill which is cold calling
I just got kicked out of University the only thing that was going to get me out of that position was
learning this skill and being able to get good at it good enough for me to make sales make
commission get myself out of debt so I was backed into a corner I didn't want to make call calls I
couldn't think of anything worse than making cold calls it terrified the [ __ ] out of me I used to
walk to the end of the office trembling in fear with the script in my hand but I was backed in a
corner and I had no other choice and the problem that I think many people are encountering right
now within their agency is you're not backed into a corner enough and that doesn't mean you have
to get yourself in debt or that doesn't mean that you have to force yourself uh into a bad financial
position but what it does mean is you need to get familiar with being uncomfortable in your
life most people aren't that into a corner okay because if you were backed into a corner you would
do everything in your power to make your agency successful right now and so make a habit in fact
I'm gonna get rid of this make a daily habit of being uncomfortable okay my New Year's resolution
my only New Year's resolution in 2023 was I want to be as uncomfortable as possible as many times
as I can this year if it scares the [ __ ] out of me I want to do it because through that fear
is massive exponential growth everything you've ever wanted is on the outside of your comfort zone
I forgotten who said that quote but like it stuck with me throughout my whole life
everything I've ever wanted is on the other side of your comfort zone and it is so so
true comfortable people do not get the fruits comfortable people do not end up successful if
they're lucky maybe but it's people that are conditioned to be uncomfortable that get the
fruits of their labor so make a daily habit being uncomfortable okay take cold showers
or cold plungers I'm thinking well how the hell does this relate to cold calling right
it's just that active Choice every day of doing something which makes you uncomfortable work out
whatever this may be okay facial fears whatever fears you have the basic to me is like cold
showers cold plungers because psychologically every single morning I I mean I'm used to it
now I've been doing it for like three months but every single time that you have to do it
you know that it's going to be uncomfortable and you know it's going to be really really [ __ ]
but you still do it anyway because you know at the end of it the endorphins are going to
be incredible and it's the exact same with cold calling every single time you could jump into a
cold cooling session you're not gonna want to do it you're not gonna want to pick up the phone and
be told no more times than you're going to be told yes but the more you do it like the more times you
have these cold showers these cold plungers and will you force yourself into that uncomfortable
position the more comfortable you are going to get with being uncomfortable and at the end of calling
20 people the end of calling 30 people you're gonna have meetings that's going to make you very
happy because that's going to be an opportunity for you to sell and grow your agency so let's
tackle the fear of cold calling a few other ways so whatever reasons why won't people be picking up
the phone right now so fear of failure okay not being backed into Corner okay be uncomfortable
Fair failure so if you've got the fear of failure when and this is what most people will have when
you're on cold calls and there's one thing that I always say about the fear of failure is you have
to write down all the things that actually could go wrong write down all the things that could go
wrong and what the result of those things going wrong is let's understand that let's break that
down if you're on a cold call and someone says no facing a no what's the actual result of that so
I generated a lead I called them up I said can you handle more customers right now follow the
Pips follow the script follow the methods in the academy and they say no to me I hang up the phone
what have I actually lost what is that failure created for me right let's think about that ego
Pride they're the only things and they're things that you control completely by your mentality
they're things that you don't have to be bound by they're things that actually mean nothing because
if you can control that mentality control that ego then who gives a [ __ ] right so facing a no like
there's nothing to lose from that and everything to gain because when somebody says no to you
when somebody rejects you when you've said some something that for whatever reason someone says
no and sometimes you will just say see people say no to you and there's nothing you can do about it
but most of the time there's something to learn from it maybe there's a little word that you said
that didn't sit right maybe your offer wasn't good maybe the times you suggested whatever it
is there's a lesson to be taken from that and at the very least it'll toughen you up it'll thicken
up your skin which is what you need it'll create you resilience and resilience is the single most
important trait for any business owner right now because there are so many weak people in the world
and we get real with you guys there are so many weak people in the world and weak people do not
get success you have to be strong and resilient and be able to face no's and so understand that
the very first step of fear of failure is that you have absolutely nothing to lose and everything to
gain by picking up the phone you have nothing to lose apart from a little bit of wasted time
from generating that lead there is no such thing as burning leads it does not exist there
is an infinite amount of leads out there in the world for you to reach out to you in your agency
realize that no mean nothing you have nothing to lose okay this is really really important I
think just people genuinely just like are just afraid of rejection and I think that as human
beings our whole lives we are conditioned to move towards warmth and love and acceptance
whereas business and Outreach is the Antichrist of that it's not acceptance It's not love it's doggy
dog it's competition it's go get your [ __ ] and make it happen or somebody else will and
so we need to again condition ourselves of being uncomfortable receiving them knows and understand
that this isn't going to be just this Ladi da Airy fairy yes come get a meeting here's my
money thank you goodbye it's gonna be quite brutal but it also is it just doesn't matter guys like
it literally just I just it just doesn't matter getting those so welcome those nose welcome nose
they're a learning experience
okay welcome rejection
didn't toughen you up what other reasons a lot of reasons for people will not actually be cold
calling right now okay I hate this excuse Niche related issues econ okay first of all if you're
a new start agency owner if you're going for Ecom your growth Trend your the amount of effort that
you're going to have to put in versus the output that you're going to get in your business is just
going to be incomparable to a lead generation a local lead generation agency the only way to start
an agency right now and actually be successful and actually scale up to 10K a month and do that
within a reasonable time frame three to six months is through starting a local lead gen agency so do
not start an agency and start off with Ecom just do not do it because if you've got an Ecom agency
you need to reach out to a hundred companies every single day to get any kind of results
if you've got a local Legion agency you can get away with 10 to 20 companies every single day if
you're cold calling then yeah 10 to 20. if you're emailing dming you might need to do more than
if you want to scale to 10K a month within like three months you need to be cold calling 20 20 so
any companies every single day the other issue is international companies if you're based in London
in the UK don't be outreaching companies in the US because you're lowest hanging fruit is that
your locality it's being local to other people and that having something in common with those people
because what you have to realize is if you reach out to someone in the US they know nothing about
you they've got nothing in common with you you're not even from their Nation right and so you're
fighting this uphill battle and why would you want to do that when you're first starting a business
you want to create the path of least resistance every single time so you need to be starting local
okay it's not an excuse It's just stupidity if you're not doing this so start with local
business always start bleaching okay I mean I'm gonna go for a few other little bits just excuses
um uh not having a dialer okay
use your Mobile that's what I used when I first started out use justcool.io use zoom calls
okay this is actually like a dialer not a not like a video call okay and so let's just go for a few
just want to finish off like this just want to reiterate reiterate this to you guys like let's
start off with the negatives to not cold calling they're negatives not cold calling
um low conversion rates on Outreach never getting comfortable with the uncomfortable
in fact let's not make this the negatives because
the pros are going to be the same thing on the other side aren't they so Pros
at least three times more effective at least get com printable with the uncomfortable
this one is actually so important cold calls act as practice for your meetings if you're
completely new to sales and you are not cold calling and you're hiding behind emails and
you're hiding behind DMS then the time that you get or when you actually get to have a meeting
with a business owner you're gonna be facing this learning curve that people that cold call
did not have to face at all because they've already gone through that learning curve by
doing the cold calls when you get on your first meeting you're going to be trembling with fear
when you get on your first meeting you're going to be scared when you get on your first meeting
you're going to stumble over your words you're not going to understand your script you're not
going to understand you're just not going to do well statistically the majority of you
if you have not cold call if you're the type of person that's already going to smash your
first ever meeting then you should be cold calling right now already but the majority
of people with an uncomfortable position to be in a sales environment and I get that because
I've been there and I understand it and I've seen so many people and I've helped so many
people be successful with their agencies but a cold call acts as this training exercise for
getting on a meeting with business owners a cold call acts as the opportunity for us to
face rejection for us to face nose for us to fire back on objection handling when somebody
says no to us we know the words to say already because we've practiced them and we face those
same objections on a cold call already and so this is so important because it's going to take
you three times more emails DMS and so on to get a meeting than it is cold calls but then it's going
to take you I don't even know it's unquantifiable amount more meetings to actually sign up a client
because you haven't got the practice that you would have got by communicating with people by
doing cold calls this is so important there's a few other things I just want to actually
add to this so we've got the fear of failure we've got self-doubt and it's normally because
you're underprepared okay so be prepared learn your script change the tonality
print off your objection handling this is all for you God it's all in the course all
the literally the exact words that you can say okay and if for whatever reason
you think that you don't have every objection that you need covering in that little in that PDF
document which you do and you think to yourself what about if they say this what about if they say
this what about if they say that an exercise that we always use to follow in sales training was we
write down my business my trainer used to say to me Jordan okay if you worried about getting told
this because I used to say to him all the time I was like uh crazy like what about if they say this
to me what about they say that to me be Jordan you're pissing me off like just write down what
you think they could say to you and then write an answer for it next to it if you think that they
might say x then write down what you would say to them oh I need to ask my wife okay so what how can
I tackle that how can I overcome that how can I handle that on the spot we've already got that
covered obviously you say or what is it you need to ask your wife is there something you need to
ask your wife that you can't ask me right now or do you just need permission dig into it okay back
in the room so watching that back there's one major thing that I missed out and that is your
environment it's very important that we have a very comfortable and quiet environment when
we're cold calling we're not sat in a room with our partner worried about them judging our words
all our children walking into the office and distracting us we want to make sure that it's
as zen-like as possible we also want the ability to stand up at our workstation if possible okay
or just at the very least stand up away from your desk and be expressive with your voice
and with your arms and body language we don't want to be sat down and being closed because
it's going to come across in our tonality and we want a very clean desk setup with no clutter in
fact let me show you guys my setup of Music at the moment I'm in Cape Town right now and this
is my temporary desk setup in the Airbnb spare bedroom got a sit-stand desk ergonomic chair and
look at that view of the mountain so this is a Frisco sit stand desk I'm going to put a link in
description for this because these are literally the best sit stand desk on the market just by pure
build quality design options they've got so many different design variables and also these lovely
cable trays these management trades which keep all your cables in one place just as one cable
that comes out so from an OCD perspective they are perfect you've also got cable management at
back there you've got all your normal controls here pretty standard stuff but they've also got
a mobile app so you can control it up and down and presets from the actual app it also will
track how much time you're spending standing up I've got a via set ergonomic chair we spend a
lot of time sitting down support we have lumbar support and then if you are from a cold calling
perspective if you're cold calling you want to make sure you've got two screens so normally I
have two monitors but when I'm kind of away I can use my MacBook and a temporary screen
this is an espresso touch screen right and it all folds up I don't use a touch screen but I
just use it for display and so you'd have leads on the right hand side or either way and then
you have your scripts and objection handling on the left hand side of course you're not going
to read off your script but you're going to want to have it as a prompt in case you screw up and
stumble over your words if you want me to break down my script by the way let me know and I'll
make a video about it in the future another bit of tech that I've got this year is a remarkable
so this is a digital notepad to get rid of paper it's just a really nice way to get your all your
notes down to do to-do lists so on if you're on the phone you want to make sure you write down
some things that people are saying you always want to keep notes if you've got a meeting set you want
to make sure you're writing that down as well you don't actually lose that so always have a notepad
at the very least next to it doesn't have to be a digital one so yeah this is the temporary setup
but I've got a very very similar setup at home if you want more sales training videos in the future
you want me to break down the script the lead generation process or even just entirely different
methods all together let me know and just remember that the fear of cold cooling is a choice okay
Master Lafayette and you will be an infinitely better business owner cool see you soon cheers