"Our team needs more confidence on the phone."

I hear this constantly from Sales Directors when discussing sales training in Sydney.

"Sure. Mind if I challenge that?" I ask.

"Go ahead."

"What is the purpose of a cold call?"

"To get a meeting."

That is the problem with nearly all sales teams I talk to.

They think the purpose of a call is to get a meeting.

That is not the purpose at all. That is the outcome.

The Confidence Gap

If your team does not understand the purpose of what they are doing how can they execute it?

Simple. They can't.

This is why they lack confidence. They are chasing a metric rather than a conversation.

If they spend their whole day trying to get meetings out of everyone guess what will happen?

They will beg. They will push. They will plead. They will sound needy.

No one buys off those salespeople.

This behavior leads to the exact desperation we warn against in Stop Begging for Meetings. You sound like a lost little yapping puppy who needs food.

From Intellect to Emotion

The true purpose of a cold call is specific.

It is to move the prospect from intellect to emotion on the problems you fix.

That is how people buy.

They start the call analyzing you with their intellect. Your job is to make them feel the pain of their current situation.

If you can do that the meeting happens naturally.

In our SDR Sales Training, we teach that if you focus on the problem the meeting takes care of itself.

The Outcome Follows the Process

If you do that enough you will be flooded with meetings. You will have prospects chasing you.

But if you skip the "problem" part and go straight to the "meeting" part you will fail.

You need to know what you fix. You need to know how it resonates. You need to ask questions.

When you focus on the process the confidence returns because you are no longer asking for a favor. You are offering a solution.

This is the difference between an amateur and a professional. It is the core of our Account Executive Training.

Stop sounding desperate.

Start sounding like an expert.

And if you can't figure that out get in touch.