How do you use psychology and neuroscience to improve your cold calling?

2 Use the right words

The second tip is to use the right words to communicate your value proposition and persuade your prospects. Words have the power to trigger different reactions in the brain, depending on their meaning, tone, and context. Some words can elicit positive emotions, such as curiosity, excitement, or trust, while others can elicit negative emotions, such as fear, anger, or doubt. For example, words like "you", "because", "imagine", and "guaranteed" can boost your credibility, relevance, and appeal, while words like "contract", "obligation", "cost", and "risk" can raise objections, resistance, and anxiety. Choose your words carefully and avoid jargon, slang, or filler words that can distract or confuse your prospects.

3 Ask open-ended questions

The third tip is to ask open-ended questions that stimulate your prospects' thinking and encourage them to share their needs, goals, challenges, and preferences. Open-ended questions are those that cannot be answered with a simple yes or no, but require more elaboration and explanation. They are effective because they activate the rational brain, which likes to solve problems and make decisions. They also show your interest, curiosity, and respect for your prospects, which builds rapport and trust. Examples of open-ended questions are: "What are your main priorities for this quarter?", "How do you measure your success in this area?", "What are some of the obstacles that prevent you from achieving your desired results?", and "How do you feel about your current situation?"

4 Use stories and analogies

The fourth tip is to use stories and analogies to illustrate your points and make them more memorable and relatable. Stories and analogies are powerful tools because they appeal to the emotional brain, which loves to hear and tell stories. They also help your prospects visualize and understand your offer better, by using familiar examples and scenarios that they can relate to. Stories and analogies can also create emotional connections, by evoking feelings, emotions, and values that resonate with your prospects. Examples of stories and analogies are: "One of our clients was in a similar situation as you, and this is how we helped them achieve their goals...", "Our solution is like a GPS for your business, it guides you to the best route and destination...", and "Imagine if you could..."

5 Use social proof

The fifth tip is to use social proof to validate your claims and increase your credibility and authority. Social proof is the phenomenon where people tend to follow the actions or opinions of others, especially those who are similar to them or who have expertise or influence in a certain domain. Social proof can influence the brain's decision-making process, by reducing uncertainty and increasing confidence. Examples of social proof are: testimonials, reviews, ratings, case studies, awards, endorsements, referrals, and statistics that show your results, impact, or popularity.

6 Use scarcity and urgency

The sixth tip is to use scarcity and urgency to create a sense of FOMO (fear of missing out) and motivate your prospects to take action. Scarcity and urgency are psychological triggers that activate the reptilian brain, which hates to lose opportunities or resources. They also create a contrast between the current state and the desired state, which creates a gap that needs to be filled. Examples of scarcity and urgency are: limited time offers, limited availability, exclusive benefits, deadlines, countdowns, and incentives that reward action or penalize inaction.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?