Take the Fear Out of the Sales Process

by Jerry Bazata – “Money Answer Man”

Nearly all DJs are comfortable sending an email introduction of our services that highlights our company’s offerings; however, when it comes to making unsolicited sales phone calls…well, now that’s a different story entirely.

Enter the  “Fear Factor.”  Unlike calling a prospect who has requested information, making a cold call sales pitch to a “stranger” requires greater psychological and business preparation.

The Path to Success

Let’s start with your goal, which is to get past the fear of the contact not being willing to speak with you, and onto confidently presenting the virtues of your mobile entertainment company.

The distance between your “fear” and your “goal” can be leap-frogged with courage and preparation.  You must use a tactical approach with a well rehearsed script (digested to come across naturally), to be ready for one of three opportunities that will present themselves.

I’ll define the three opportunities as the Gatekeeper, Voice-Mail and Prospect.  Sales Consultants will often refer to the gatekeeper and voicemail as obstacles, and suggest ways for going around them to get to the prospect. I have gained success by viewing the gatekeeper and voicemail as opportunities to strengthen my creditability with the ultimate decision maker.

How to prepare before making a call:

  1. Create a short script that prepares you to clearly articulate a conversation with the gatekeeper or prospect should the phone be answered by a live person.  The biggest mistake many sales people make is to anticipate only getting voicemails, and then when the phone is answered, becoming so flustered, that they can’t immediately launch into their script.
  2. Develop a voicemail message to leave that is enthusiastic, short, and to the point.  This should include your name, the name of your company, your phone number, and something of value you’d like to offer the prospect for free.  Unprepared calls often become long winded and knowing time is short they unconsciously leave out the most important information.  Leave a voicemail for yourself and listen to it.  Would you call yourself back?

Prepare and Practice

Effective telephone conversations with prospects require preparation and practice.   Anticipate the obvious, and be prepared for the unexpected.  If you overcome your fear and move forward with confidence, this change in attitude will clearly be heard in your phone personality – and your confidence and professionalism will be the difference that puts the “ka-ching” in your pocket!

How do you handle cold calling prospects?


  • Jerry Bazata (Maine’s DJ Jaz) has over 25 years of experience as a professional DJ entertainer. His firm, J & J Marketing and Entertainment, is a leading consultant to the event planning and music industries. Jerry is a published author and is recognized nationally as an authority on the disc jockey business. He is also Senior Vice President of a global financial institution. To learn about Jerry’s DJ company, visit MaineDiscJockey.com and you can email him at Jerry@mainediscjockey.com.

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