The Science Behind Cold Calling and How to Make it Work

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Cold calling, often perceived as a daunting and outdated sales tactic, remains an essential strategy, despite the rise of digital marketing and automated outreach methods.  Many sales professionals view it as a challenging endeavor, akin to going down a rabbit hole—time-consuming, unpredictable, and fraught with rejections. However, when executed with a strategic approach grounded in behavioral science, cold calling still holds immense potential to connect with prospects in a way that other channels simply cannot.

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Cold Calling Statistics:

• 31% of sales managers say total sales calls are a key productivity indicator  
• Between 4:00 and 5:00 pm , followed by 11:00 am to 12:00 pm is the best time to make sales calls  (Virtual Phone System For All Businesses | CallHippo)
• It takes 8 attempts to reach a prospect, as opposed to 3.68 cold call attempts in 2007 21 Important B2B Cold Calling Statistics (zoominfo.com)
• 41% of sales professionals leveraging AI use it to understand and respond to prospects’ emotional sentiments  

Yet, Cold calling, despite being a fundamental aspect of sales, can evoke feelings of anxiety and apprehension in even the most seasoned professionals. This reluctance is deeply rooted in human psychology and neuroscience.  

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Using the ‘Science of Cold Calling’ Funnel

Our brains are wired to seek safety and avoid perceived threats, and cold calling often triggers the primal fear of rejection and failure. When faced with the prospect of reaching out to unfamiliar individuals, our brain’s amygdala—the Centre for processing emotions—sends signals of discomfort and activates our fight-or-flight response.

Additionally, cold calling requires stepping out of one’s comfort zone and engaging in unfamiliar interactions, which can feel threatening to our sense of belonging and social acceptance. The fear of rejection, coupled with the pressure to perform, can create a psychological barrier that inhibits our ability to initiate and sustain cold-calling efforts.

However, understanding the neuroscience behind cold calling can empower sales professionals to overcome these challenges and cultivate a mindset of resilience and effectiveness. By reframing cold calling as an opportunity for growth and learning, rather than a threat to be avoided, individuals can harness their cognitive resources and channel them towards achieving their sales goals.

The Brain Science for Cold Calling

During a cold call, both the seller and the buyer undergo various cognitive and emotional processes that are influenced by the structure and function of their brains. Here’s an overview of what goes on in the brain for both parties:

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For the Seller:

‍1. Activation of the Amygdala:  

Daniel Goleman, a psychologist and author best known for popularizing the concept of Emotional Intelligence, coined the term “Amygdala Hijack”. He introduced the term in his 1995 book, Emotional Intelligence: Why It Can Matter More Than IQ. Goleman used the term to describe the sudden and overwhelming emotional response triggered by the amygdala (an almond shaped mass in the brain). The seller’s amygdala, the brain’s emotional center, may become activated in response to the anticipation of rejection or failure. This activation triggers the release of stress hormones, such as cortisol, which can lead to feelings of anxiety and apprehension.

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2. Engagement of the Prefrontal Cortex:

The seller’s prefrontal cortex, responsible for decision-making and executive functions, plays a crucial role in planning and executing the cold call. It helps the seller process information, formulate responses, and regulate emotions during the conversation. If the Amydala is triggered, the Pre-frontal cortex shuts down, leading to the infamous flight or flee response.  

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3. Dopamine Release:

As the seller engages in the cold call and perceives positive feedback or progress towards their goals, dopamine—a neurotransmitter associated with pleasure and reward—is released in the brain. This dopamine release reinforces positive behaviors and motivates the seller to continue their efforts.

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4. Activation of Mirror Neurons:

Mirror neurons in the seller’s brain enable them to empathize with the prospect’s emotions and intentions. This allows the seller to adjust their communication style and build rapport with the prospect by mirroring their gestures, tone of voice, and body language.

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For the Buyer:

1. Initial Skepticism:

When receiving a cold call, the buyer’s brain may initially respond with skepticism and caution. The prospect’s amygdala may become activated as they assess the potential risks and benefits of engaging with the seller.

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2. Analytical Processing:

The buyer’s prefrontal cortex engages in analytical processing as they evaluate the information presented by the seller. They may assess the relevance of the offering to their needs, weigh the potential benefits against the costs, and consider alternative solutions.

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3. Emotional Response:

The buyer’s limbic system, which includes structures like the amygdala and hippocampus, influences their emotional response to the cold call. Positive interactions with the seller or perceived value in the offering can evoke feelings of trust, curiosity, or interest, while negative experiences may trigger skepticism or reluctance.

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4. Decision-Making:

As the cold call progresses, the buyer’s brain evaluates whether to continue the conversation, express interest in learning more, or decline the offer. This decision-making process involves the interplay of various brain regions, including the prefrontal cortex, insula, and striatum, which weigh the potential rewards and risks of further engagement.

Overall, both the seller and the buyer experience a complex interplay of cognitive and emotional processes during a cold call, shaped by their individual neural circuitry and past experiences. Understanding these underlying mechanisms can help sales professionals tailor their approach to effectively engage prospects and facilitate meaningful interactions.

Here are Five Tips to make Cold Calling work in your Favour:

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1. Prepare Strategically:

Before making any cold calls, invest time in researching your prospects and understanding their needs, pain points, and priorities. Tailor your approach and messaging to resonate with each prospect’s specific circumstances, demonstrating your genuine interest and value.

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2. Master Your Mindset:

Cultivate a positive and confident mindset by reframing rejection as a natural part of the sales process and an opportunity for learning and improvement. Visualize success and focus on the value you can offer to prospects, rather than dwelling on potential setbacks.

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3. Listen Intently:

Approach cold calls as an opportunity to listen and learn from prospects, rather than simply pitching your product or service. Practice active listening and ask open-ended questions to uncover their needs, challenges, and goals. This empathetic approach builds rapport and fosters meaningful connections with prospects.  

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4. Handle Objections Gracefully:

Anticipate and prepare for common objections that prospects may raise during cold calls. Respond with empathy and confidence, addressing their concerns and providing relevant information or insights to alleviate their doubts. View objections as opportunities to deepen understanding and strengthen your value proposition.

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5. Follow Up Consistently:

Recognize that successful cold calling often requires persistence and perseverance. Follow up with prospects through multiple touchpoints, such as email, phone calls, or LinkedIn messages, to nurture the relationship and move the sales process forward. Consistent and personalized follow-up demonstrates your commitment and professionalism, increasing the likelihood of converting prospects into customers.

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What is DISC?

DISC personas are invaluable when it comes to cold calling as it allows for tailoring your script based on the persona of your prospect.  

The key attributes that need to be considered when making a cold call are Tone, Pace, Volume, language Style, non-verbal cues, empathy & understanding, and listening skills.

Developed by psychologist William Moulton Marston, DISC is grounded in the idea that people exhibit distinct behavioral styles, each with its unique strengths and challenges.

DISC is not about categorizing people into rigid boxes. Instead, it acknowledges a range within each trait, allowing for a more nuanced understanding of individual personalities.

The DISC model categorizes personality traits into four primary archetypes: Dominance (D), Influence (I), Steadiness (S), and Conscientiousness (C). Each archetype represents a distinct cluster of behavioral tendencies and preferences.

• Dominance (D): Individuals high in Dominance are results-oriented, assertive, and enjoy overcoming challenges. They are direct, decisive, and prefer being in control.

• Influence (I): Those with high Influence scores are sociable, talkative, and persuasive. They thrive in social interactions and are often enthusiastic and optimistic.

• Steadiness (S): Steadiness is marked by calmness, reliability, and patience. People with high Steadiness prefer stability and consistency and are supportive team players.

• Conscientiousness (C): High Conscientiousness indicates a preference for accuracy, detail, and analytical thinking. These individuals are organized, cautious, and adhere to standards.

Understanding these archetypes can help individuals improve communication, collaboration, and effectiveness in various contexts, including sales.

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How do you use DISC in Cold Calling?  

Combining personas and archetypes offers a comprehensive understanding of customer behavior in technology purchasing. Personas provide detailed insights into specific buyer segments, while archetypes offer broader, universally recognized patterns of behavior.  

Together, they enable teams to develop targeted strategies that resonate with both the unique characteristics of different buyer segments and the fundamental drivers of human behavior. This integration fosters cross-functional alignment and enables organizations to create more effective marketing, sales, and product strategies.

To Check your Buyer’s personality type, paste your buyer’s LinkedIn URL or if you are meeting a group of people, Copy your buyer’s LinkedIn URL into Skwill.AI’s AskWilly AI Sales Coach for a detailed report on buyer intelligence and insights.

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Once you have your Buyer’s Personality Archetype, go ahead and refer to this cheat sheet on how to tailor buyer/ customer conversations.  For instance, for persona I (Influence), a Warm and enthusiastic tone, in a moderate volume and using a language style that is friendly and engaging, will increase your response rates.  

Book a Demo or Take a Trial with Skwill.AI to learn more about how cold calling can be transformed.

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About the Author:

‍Anoop George is the CEO and Founder of Skwill.AI. His sales experience spans 30 years, and he is committed to making coaching accessible to all, by combining behavioral science, human expertise, and the power of AI.  Anoop is an alumnus of Carnegie Mellon University, a fitness enthusiast, and loves cooking on Wednesdays.