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time to re-think the way you approach cold calls. When your strategy is to make a sale, then youÆre someone who has to be "watched." YouÆre not weighing whatÆs important to the other person. And so to them, you canÆt be trusted.

ItÆs much better to build trusting relationship into your cold calling process. When the other person feels that youÆre relating to them from this place, thereÆs no need to be suspicious and defensive. There can be a pleasant, productive, truthful dialogue about whether what youÆre offering makes sense for them.

So, really, itÆs about trust and relationship. Why? Because when given the choice, people always prefer to do business with someone they can trust.

Here are two fundamental shifts youÆll need to make if you want to move away from the old "sale-focused" mindset.

1. Release the Need for Control

Whenever youÆre trying to control the outcome of your cold call, youÆre not allowing the conversation to have a natural rhythm and flow. YouÆre trying to maneuver things in a certain direction.

So youÆre not building relationship, youÆre trying to build sales. YouÆre focused on things like getting information, finding the decision maker, scheduling an appointment, or closing the sale.

And all of this sets off "alarms" for the other person. Prospects can sense that this kind of interaction is somewhat of an impersonal, pre-ordained process. They know it really hasnÆt much to do with them.

So how can you to shift into something more positive? You begin by consciously surrendering to the outcome of your cold call. When you do this, youÆre no longer trying to manage things. You can be relaxed and helpful.

This is subtly but powerfully felt by the other person. When they recognize youÆre not "pushing" for a certain outcome, thereÆs an opportunity for mutual exploration, and you can be viewed as someone whoÆs trustworthy.

2. Focus on the Other Person

When you start your cold calls by talking about your product or service, most people "shut down" right away. YouÆre talking to someone who doesnÆt know you, and youÆre trying to get them to step into your world.

Instead, try stepping into their world. Think about what matters to them. Put yourself in their shoes.

The best way to do this is to think about what kinds of problems they may be having. For example, letÆs say you provide invoice management systems. You might start with something like, "IÆm just calling

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piece is an abstract triptych that I found while I was in Atlanta buying religious paintings The piece was called Guardian Angel and I love it My patrons fell in love with it as well They have asked me to track down the artist and see if he has anymore religious paintings available The only religious paintings that I actually do not buy are ones that reflect the image of Jesus on the cross I don’t have a problem with them some of them are extremely well done and would more than likely sell well but my investors made it very clear when they financed the gallery that I would not put that image into it PPPPP 683 Ajello Candles The motto of the Ajello Candle Company is “It’s better to light a candle than to curse the darkness” This candle making company has been in business since 1775 The business has been family owned for seven generations The candles from Ajello’s are well known for their beauty and quality While they make more candles now than in 1775 their dedication to quality and to customers has never changed The Ajello Candle Company was founded by Rafael Ajello an Italian painter He was also a beekeeper so he tried his hand at using bees wax to create candles He worked hard to create a formula that worked well The formula combined with his outstanding artistic ability lead to the birth of the Ajello Candle Company In 1785 the company earned the honor of creating all the candles for the Vatican He and his wife ran the business keeping their children involved in the processes from an early age As time went on their children and grandchildren kept the business running as well as passed the family business on to their children By 1862 the company had established itself as a leader among the candle making industry They had also added perfumes and many .

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