If you’ve been trained in the old traditional sales approach, your cold calling strategy is probably one of persuasion. That is, you use a variety of way to try to persuade another person to buy your product or service. You point out the benefits and features of what you have to offer, and use strategies to convince them to make a purchase.

But what you’re really doing is pressuring the other person to follow your own personal agenda. It’s a form of sales pressure that most people respond to by becoming defensive. I call this “The Wall.”

“The Wall” goes up because people don’t like the feeling of being pressured. So the very thing you’re trying to accomplish is actually being sabotaged by the way you’re going about it.

It’s a good idea, then, to look at completely eliminating sales pressure from your cold calling conversations. If you do this, you’ll be able to stop triggering “The Wall.”

Let’s take a look at 4 main ways that sales pressure is brought into cold calling conversations, and things you can do instead.

1. Focusing on the Sale

If you’ve been trained in the old traditional sales approach, you’re hoping to make a sale whenever you dial the telephone. The problem is that the people you call somehow almost immediately notice your mindset. They sense that you’re only focused on your own goals and interests, and this short-circuits the whole process of communication and trust building.

So try this. Practice shifting your mental focus into thinking, "When I make this call, first I'm going to build a conversation.”

When you build a conversation and exchange information instead of persuading or pressuring someone to buy, then the other person can feel much more relaxed. And “The Wall” won’t be triggered.

2. Talking About Yourself First

When you start cold calls with a mini-pitch about who you are and what you have to offer, you’ve introduced sales pressure right away. Prospects know you want to make a sale, and they have to respond to that pressure. And most will respond with defense or rejection.

So instead, start your conversation by focusing on a need or issue you know the other person is likely facing. Step into their world and invite them to share whether they’re open to exploring possible solutions with you.

3. Forcing the Conversation into a Pre-Planned Strategy or Script

Here’s a hard one to avoid if you’re using scripts or cold calling strategies. Taking charge of a conversation almost always feels like manipulation to the other person. And that’s pressure. So again, “The Wall” goes up.

I’m not suggesting that you don’t prepare and plan for your cold calls. There are some really good ways to begin cold calls that you’ll want to use over and over.

What you want to avoid, however, is trying to control a cold calling conversation. This almost always happens with scripts and old-style sales strategies. Prospects feel this pressure and respond negatively. So it’s best to avoid rigidly following any pre-planned strategy, and instead let the conversation unfold much more naturally.

4. Artificial Enthusiasm

The problem with high enthusiasm in cold calling is that the other person has to make a decision whether to “buy into” your perspective, or to reject it. They feel pressure to be carried along by your enthusiasm. This usually means they’ll put on the brakes, whether gently or abruptly.

So instead it’s best to talk normally and naturally, as if you were talking to a friend. Others won’t feel the pressure of your expectations, and can choose to respond to you in a more open, relaxed way.

Completely eliminating all sales pressure from your cold calling conversations helps people feel more comfortable carrying on a conversation with you. And this means you’ll be invited more often to explore the truth of whether your product is a fit for them.