There are four cold calling mistakes from the old traditional approach that will put you on the wrong path.

1. Deliver a strong, enthusiastic sales pitch.

People most times feel "pushed" by sales enthusiasm, especially when it's coming from someone they don't know.

A strong sales pitch includes the unspoken assumption that your product or service is a great fit for the other person. But, if you have never spoken with them before, much less had a full conversation, you can't possibly know much about them.

Thus, to them, you are just another salesperson who want them to buy something. This causes them to put up walls.

It is much better to modestly assume you know very little about your prospect. Invite them to share some of their concerns and difficulties with you. Allow them to guide the conversation. Don't engage in your pre-ordained strategy or pitch.

2. Your goal is to always make the sale

When your target in cold calling is always to make the sale, the prospects are aware of your agenda. Most times, they are immediately on the defence. The reason, you are focused on yourself, the sale, not on them.

In the old traditional mindset, you forge ahead with the hope of getting a sale. You're coaxing, persuading, and pushing things forward.

But, most cold calls break down the moment the other person feels this sales pressure. Why? Because they don't know you and they don't trust you.

When you become a problem-solver, this feels vastly different to the person you're talking to. You're not triggering rejection. You're calling with 100% of you thoughts and energy focused on their needs , rather than on making a sale.

3. Focus on the end of the conversation - that's when sales are lost.

If you believe that you lose sales because you've made a mistake at the end of the process, you're looking in the wrong direction. Most mistakes are made at the beginning of a cold calling conversation.

You see, it's at the beginning that you convey whether you're honest and trustworthy. If you've started out you cold call with a high-pressured sales pitch, then you've probably lost the other person in just a few seconds.

When you follow a sales script, strategy, or presentation, then you're not allowing a natural, trusting conversation to evolve. So, the "problem" has been put into motion by your very first words. The place to put all your focus is at the beginning of the cold call, not at the end.

4. Overcome and counter all objections.

Most traditional sales programs spend a lot of time focusing on overcoming objections. But, these tactics only put more sales pressure on your prospect, which triggers resistance. And, you also fail to explore or understand the truth behind what's being said.

When you hear, "We don't have the budget," or "Call me in a few months," you can uncover the truth by replying, "That's not a problem."

And then using gentle, dignified language, you can invite them to reveal the truth about your situation.

So, move away from the old sales mindset and try this new way of approaching your cold calling. You'll find yourself being natural and others will respond to you in a much more positive way.