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When it comes to cold calling you should always begin with the person’s core challenge or problem. Once you are clear on what problems your product or service can solve for them, you will start to know what to say when you make a call. It really is that simple.

When calling, begin the phone call with, “Hi, my name is (your first name). I was just wondering if you can help me out for a moment.” How would you respond if someone said that to you? Most likely, “Sure, how can I help you?” or perhaps “Sure, how can I assist you?”

That is exactly the way just about all people, especially business people would reply when the person on the other end of the telephone says “I was just wondering if you can help me out for a moment” in a relaxed opening phrase like that. It’s a natural reaction.

Keep this in mind when you ask for help, you are telling the truth because you don’t have any idea whether you can help them solve a problem or not. And it is the truth of a matter that starts the trust relationship between you and your potential client/customer.

When they reply, “Sure, how can I help you?” Don’t respond by launching into a pitch about what you have to offer. As that will literally ruin it for you. Instead, you go right into talking about the core problem to find out whether your suggested core problem is a problem they can see for themselves.

So you say, “I’m just giving you a call to see if you are grappling (and the key word here is ‘grappling’) with (insert the problem you help them solve)?”

No pitch, no introduction, nothing about you. Just step directly into their world.

The purpose of the question is to open the conversation and develop enough trust, so your potential prospect feels comfortable having a conversation with you.

The traditional way of cold calling advises you to ask lots of questions to learn about the person’s business and to “connect.” The problem is that people see right through that. They know that you have an ulterior motive, and then you’re right back up against the wall from the get go.

To do the opposite of the traditional old way may be hard for you to apply to your own situation at first, because trying to leverage calls based on what we know about our solution is so ingrained in our thinking.

You need to discover how to step out of your own solution, and think about the problem your prospects has. And that’s the secret of building trust on calls. Using a language that articulates your prospects problems, so they can identify with you. It’s often the missing link in the process of cold calling.