Best Business Enabler Reveals The Secret to Feeling the Fear of Cold Calling But Doing It Anyway

Loosening the Grip of Phone Anxiety

Phone anxiety is a common fear amongst salespeople and can be triggered both by making cold calls or receiving them. This phobia can stem from the fear of having to engage in large audiences and the associated fear of being criticised or being made a fool of.

With the use of email, WhatsApp, Facebook, LinkedIn and texting constantly rising, technology is always providing us with new ways to communicate without having to directly talk with someone over the phone, which makes it easier to mask the fear of the telephone.

Research has found that companies who believe that cold calling is no longer effective, experience an average of 42% less growth than those who do make outbound calls. The fear needs to be addressed, especially when it comes to getting results.

Speaking on the phone is now more valuable to a sales team than ever before. It gives you instant access to communicate with potential customers and prospects and is the key to building better relationships.

Even experienced Sales reps can suffer from phone anxiety, so it’s not something you should be afraid to admit or to seek advice for. There are plenty of ways you can overcome telephone phobia and recognising what causes the fear is the first step to get you on your way. Below are some of the reasons why you might be too afraid to pick up the phone and what you can do to eliminate this.

Create an Outline

You don’t want to sound like a robot, so using a word for word script for every call isn’t going to help you. The key is to be flexible. Create a bullet point list of key areas you want to talk about or set goals that you want to achieve from each call. This will make you sound more human and less likely to come across as a “cold caller”. Research your contact before making the call. This will give you confidence that your call will be of value to them.


Before you make a real call, practice with someone you feel comfortable with. Whether it’s a colleague, an experienced Sales Rep or even someone outside of the

workplace. This can allow you to play out the worst-case scenarios and ask for feedback on your performance without the fear of being judged. Practicing will also help you memorise your outline, perfecting what you want to say and making you seem less robotic, more relaxed and chattier with every call.

Get Stuck In

Taking the leap and picking up the phone is the hardest part of making a sales call. Putting this off only increases the fear. Once you’ve started dialling, you’ll be able to get into a routine and stop procrastinating. The best way to get over a fear is to expose yourself to it.

The average number of calls needed to win a sale is six, however 50% of leads never get a second call, which means you’re leaving behind many lost opportunities. The more calls you do, the more you’ll be able to evaluate, measure and monitor your success. The information you gather will enable you to better overcome objections and assess how much activity is required to achieve your goals. You’ll soon start to see results.

Being consistent is important. Make calling your prospects your top priority each day. You’ll find the more you do the easier it gets.

Every call you make is a step towards building the know, like, trust element of your relationship with your prospects.

According to Rain Group, 96% of prospects have their purchasing decision influenced by value that you deliver to them. Knowing the value of your services and products means you will offer better solutions to your prospects. Helping them to solve the challenges and problems they face and making it easier for them to buy from you.

Whilst phone anxiety is common, it can be overcome. Practice these tips and you’ll start to notice improvements. Don’t live in fear of the phone. Pick it up today and start building a path to great results.

Qualifying leads can be time consuming and that’s where the BBE team can help, find out more about our lead generation services here.

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