How to get the balls to cold call
To get the balls required for cold calling, everything boils down to one thing : your mindset
4/6/20264 min read
How to Develop a Hunter Mindset in B2B Prospecting
Doing B2B cold calling without the right mindset is like trying to sell without having a product: it simply doesn't work.
In this article, I'll share the mindset I've used to book over 700 meetings for clients across several industries, including SaaS, agencies, and B2B services, often targeting large enterprises.
Cold Calling Is About Identifying People Who Might Be Interested
B2B prospecting isn't about trying to force a square peg into a round hole.
In some markets, generating qualified meetings can sometimes be almost impossible.
This can happen, for example, when testing a market for very early-stage products that haven't yet achieved product-market fit.
Fortunately, this is relatively rare. In most cases, generating at least 1 to 4 meetings per day is perfectly achievable, depending on the market, the target audience, and the product-market fit.
Don't Accept First-Level Objections
To book a meeting, the prospect first needs to hear at least a little about the value you're offering, along with a brief description of your product or service.
That's why you shouldn't simply accept first-level objections: these are the objections prospects use to dismiss you just because you're a salesperson, even though they know absolutely nothing about what you're offering.
During a cold call, you can push back up to three times, acknowledging the objection and steering the conversation back towards the product or its potential value, without ever becoming aggressive.
You can find some examples of how to handle common first-level objections here.
Don't Feel Guilty About Prospecting
Salespeople need to be genuinely convinced of one thing: they have potential value to offer.
The cold caller's only job is to connect businesses and see whether there's a potential fit.
In some cases, during the sales meeting, the prospect won't find the offer relevant. In other cases, they'll see real value in it.
It all depends on their current situation, internal organization, the specifics of the product or service being offered, and a whole range of other factors that only they can really understand.
Ultimately, the prospect is the only person who can decide whether a product or service is right for them.
Salespeople often make the mistake of focusing too much on the potential weaknesses of their product or service, without realizing the value it could actually bring to their prospects.
That's understandable: they often know very little about how their prospects operate internally.
That's precisely what the meeting is for: bridging that gap and determining whether there's a good fit.
The cold caller's job is to explore a market objectively, communicate the potential value of the offer, and book meetings with people who are interested in exploring it further.
There's absolutely nothing wrong with getting rejected. In fact, it's perfectly normal.
Don't Waste Your Time on People Who Have No Interest
In any given market, only a relatively small proportion of prospects will actually be interested in your offer and/or have a realistic chance of converting.
Typically, no more than 10–40% of prospects in a market may genuinely be in a position to buy:
Prospects who don't currently have what you're offering but could potentially be interested.
Prospects who already have an existing solution, but aren't entirely satisfied with it or could potentially benefit from something better.
Most prospects simply won't be interested, and booking meetings with them would be almost pointless.
For example, let's say I'm selling lead generation services and a prospect tells me they already have a very strong and consistent flow of inbound leads.
What's the point of generating additional meetings for them? Probably none.
The goal is to explore the market, identify people who might actually be interested, and book meetings with them, not to force meetings with absolutely anyone.
Otherwise, you'll end up with a lot of no-shows and zero conversions further down the line.
That being said, if you're really struggling despite having the right mindset and a good prospect list, the problem is often that you need to find a better prospecting pitch or a more effective way to present your offer.
Having Good Energy Makes a Difference
When you have positive energy and come across as enthusiastic and confident, without sounding too needy, you'll generally book more meetings because you're sending positive signals to prospects.
Caffeine can help a lot with this. Personally, I drink plenty of coffee and Coke Zero.
On the other hand, if you sound sad, desperate, low-energy, or overly aggressive, you'll create a negative impression of the company you're representing, and your results will suffer.
Affirmations: A Surprisingly Powerful Tool
Reading affirmations just before starting a cold calling session can help you get into the right hunter mindset.
The goal is to be focused on booking meetings without coming across as too needy, aggressive, or passive. You want to project the right image to your prospects.
Here is a list of affirmations and reminders I read just before starting a cold calling session:
I'm going to book meetings.
I want to book meetings.
I have genuine value to offer.
It's okay if I don't book a meeting.
Prospects have every right not to want to speak to me.
Professionalism: maintain a positive image of the company I'm representing, and don't let prospects push me around.
Maintain an objective, observational distance.
Be transparent.
I don't need anything from anyone.
There are plenty of fish in the sea.
"I'm in the zone."
My job is simply to connect businesses.
I'm offering value that's worth exploring.
My job is to talk to people.
Have good intentions: I'm offering them something that could genuinely benefit their business.
100% conviction.
Tone and delivery: 80% professional, polite, clear, respectful, and enthusiastic.
Make sure both the opening and closing of the conversation are as good as possible.
Be quick-witted and think on your feet.
My goal is to have qualified conversations.
Opportunities are endless.
Explore.
Keep it low-key and relaxed.
And if you'd rather not deal with the headaches of B2B prospecting yourself, you can outsource your sales outreach to experienced professionals. Or if you would like a more tailored and personalized help.
Send me an email (address below) :)