Talk Marketing 101 with the brilliant Chris Dawkins introduced to us by the marvellous Susie Mathieson.

We have established that there are lots of good reasons for engaging in cold outreach in your business - the best reason being that you get to decide who you do business with.

The issue of course is that people don't like cold outreach. They don't like doing it and they don't like having it done to them.

Well fear not, Chris is here to tell us exactly how to get over all of that :)

If you are looking to win new customers from the dreaded cold call through to the close you are going to enjoy this one :)

Martin Henley: [00:00:00] Now, today's guest has sales experience going all the way back to 1996 when he was sales ad executive. He has sales management experience going back to 2020. He has been training sales people since 2007 and has been sales training manager at IMO, Art and head of sales training at BT Directories. He has been running his business Sixth Door Limited since 2011. He provides innovative ideas to drive businesses to deliver greater customer experience, enhance reputation and increase profits and sales. He was introduced to us by the marvellous Susie Mattison, who was raving about his sales psycho course, where he goes deep on the psychology of selling. Today's guest is also the co-host, the co-host of the Sales Dojo podcast. Today's guest is Chris Dawson. Your specialist subject. What would you say your specialist subject is? Because I know what I'm hoping it will be.

Chris Dawson: [00:01:07] You tell me what you're hoping it will be, and I'll tell you if you're wrong.

Martin Henley: [00:01:11] I'm hoping it will be the psychology of sales.

Chris Dawson: [00:01:14] Okay. That is definitely a part of it. Um, okay. I would say rather than the psychology of sales, more human behavior within a sales environment. Okay. Mixed with cold outreach. The dreaded cold call. The dreaded cold outreach. How do you go from nothing to having a relationship with somebody?

Martin Henley: [00:01:38] Yes. Good. Okay. I like it. But we need keywords, man.

Chris Dawson: [00:01:43] Okay, so keywords would be cold calling, human behaviour, sales and selling.

Martin Henley: [00:01:49] Sales and selling. Okay, cool. Okay, so then the question is, how are you qualified to talk to us about cold calling, human behavior, sales and selling.

Chris Dawson: [00:02:01] Okay. So like any good salespeople, I would class that as an objection. It's a really similar question, isn't it, that anybody's listening to this is going to get if they make a cold call and quite early on, it's not an objection, but it's a statement that stops so many people in their tracks is just tell me what you sell, what do you do? And people immediately go, well, we do this and we do that and we're fantastic and we've won an award. And they we on people, they say we about them. But really it's not for them to say so. I would say it's not for me to say why I'm qualified. It's for over the next few minutes for people that are listening to this to judge. I've had a very long sales career in some very weird and wonderful ways, which has helped me garner and learn decades of experience mixed with a natural curiosity to learn more, which has resulted in some fantastic results. So let me give you an example of my qualification. Martin When I was 17 years old. All my friends used to student jobs over summer, pick cabbages, cut leeks, work on the farmers fields on these what was back in the 90 seconds, £2.30 an hour backbreaking work and I worked selling oil paintings door to door. I cold doorknocked residential housing estates to sell them oil paintings. And you learn a lot very quickly doing that and then progressed all the way through. You look like you want to ask why?

Martin Henley: [00:03:40] Not? Just because now I've realized I saw your post from today, which is about weighing on people, and I just didn't want to bring it up. But you have now, this is what you mean is that when people are talking about themselves to people like we do this, we do that, that's what you refer to as weighing on people.

Chris Dawson: [00:03:56] Yeah, it's and it's not just when they have sales conversations. You read it on home pages of websites, you see it on so many LinkedIn posts is people say, you know, well, why should we buy off you? What do you do? People say, Well, you should buy off us because we were established in 1978 and we've won this award and we've got a great customer. We, we, we, we, we now. One of the hardest pills to swallow in sales. If anybody's got a sales role or new to a sales role is nobody cares. Nobody cares about you and.