If you’re like most people who make cold calls, you’re hoping to make a sale — or at least an appointment — before you even pick up the phone. The problem is the people you call somehow always pick up on your mindset immediately.

They sense that you’re focused on your goals and interests, rather than on finding out what they might need or want. This short-circuits the whole process of communication and trust-building.

Here’s the benefit of changing your mental objective before you make the call: it takes away the frenzy of working yourself up mentally to pick up the phone.

All the feelings of rejection and fear come from us getting wrapped up in our expectations and hoping for an outcome when it’s premature to even be thinking about an outcome.

So try this, practice shifting your mental focus to thinking, “when I make this call, I’m going to build a conversation so that a level of trust can emerge allowing us to exchange information back and forth so we can both determine if there’s a fit or not.”

Go ahead, try it. You will see it makes a huge difference.