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Posted: January 30, 2014

Selling with the right brain

Five reasons why it works

Sam Dobbins

Most telemarketers, teleprospectors, new business development specialists and insides sales representatives do not understand that they struggle making business-to-business cold calls because they are working off of a rigid strategy designed to sell a product/ service.

Generally, this is a grueling experience because they are not relaxed while working from a pre-determined script. Using the right side of the brain will help you stop using a step-by-step plan and instead concentrate on helping to solve problems by asking discovery questions.

This will provide the opportunity to concentrate on utilizing your interpersonal communication skills and listening skills. The right side of the brain is organic, intuitive and creative. It allows you to initiate relationships over the telephone by asking discovery questions that begin with what, why, which, where, when, who and how..

Discovery cold calls will allow you to be more natural, genuine, authentic, sincere, transparent and relaxed over the telephone. This will only increase the probability of making a real interpersonal connection with the decision maker. Instead of reading from a script and concentrating on an opening pitch, countering objections and closing lines you will be able to focus on really listening to the decision maker's answers to key qualifying questions.

The key to prospecting over the telephone is to use your interpersonal communication skills to engage with a decision maker by being able to spontaneous. Using the right side of the brain to make discovery cold calls allows you to focus on listening to the decision maker and work from a natural flow..

Unless you ask the right questions, it will be difficult to qualify and disqualify the interests of the executive decision maker. This is why focusing on listening to the decision maker is so important in the needs assessment process.

When qualifying and disqualifying a decision maker there are various factors. Understanding the executive decision maker's requirements will ensure that you both communicate effectively.

Unless you ask the decision maker questions, you will not be able to identify the decision maker as a prospective sales opportunity. You must be able to listen to fully comprehend the executive decision maker's critical business issues. This will allow you to be successful at identifying new business opportunities over the telephone.

Most people who use the telephone to sell, promote, market, brand and prospect are poor listeners. Most cold call specialists have average listening ability of 30 percent to 50 percent efficiency.

Using the right side of the brain while asking discovery questions will keep the executive decision maker talking and allow you the opportunity to collect information. This market intelligence will provide the necessary knowledge to determine which decision makers to pursue for new business opportunities.

Once you are able to relax on the discovery cold call, the right side of the brain is more interested in the interpersonal experience than in the goal. You will find yourself less rigid and less tense and more energized and flexible. Your cold call will sound less like a speech and allow the conversation to sound more natural and move at its own pace . In short, this will allow you to make a real connection with the executive decision maker.

Here are five reasons why tapping into your right side of the brain will improve your business-to-business discovery cold calls:

1.) The right side of the brain is interested in process and not outcomes.
2.) The right side of the brain is intuitive and not calculating or manipulative.
3.) The right side of the brain is flexible and not linear.
4.) The right side of the brain sees things holistically.
5.) The right side brain is open-ended and not rigid.

Use the right side of the brain when making discovery cold calls, and you will identify more potential sales opportunities over the telephone.

Sam Dobbins is the founder and president of the Cold Call King Sales Training Company, formed in 2004.  He is an active member of Business Marketing Association-Denver. Learn more at www.coldcallking.com. Reach Sam at sam@coldcallking.com or (303) 954-8553.

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