In this new cold calling approach, we think about the potential client. We especially look at Advertising Materials Suppliers problems they\u0092re having, and we build our conversations around that. This is the most effective way to do cold calling, and here\u0092s why:1. Potential Clients Listen BetterIn the old traditional sales mindset, we\u0092ve been trained that the best way to make a sale is by talking about us, our company, our product, and the benefits it can offer to potential clients.Well, the problem with this approach is that it\u0092s all about you. The standard pitch \u0096 \u0093I\u0092m so-and-so, I\u0092m with such-and-such, and we do such-and-such\u0085\u0094 is about who you are and what you do. The moment the people you\u0092re talking with realize that you\u0092re making the conversation about you, they tune out and turn off. We all do this in our everyday life when we\u0092re confronted by someone who talks on and on about themselves.2. We Avoid the Numbers GameThe new cold calling approach walks away from the \u0093numbers game.\u0094 The numbers game is the belief that if you call enough people, some of them will listen to your presentation and that some of those who listen will buy. However, when we focus on solving the other person\u0092s problems, we break out of that grim scenario. It\u0092s no longer about how many people you call and pitch. It\u0092s about your ability to connect and build trust within each one of those calls. This is because you\u0092re focusing on something (a problem) that others can immediately relate to. Rather than offering a long pitch and rolling the dice, hoping that someone will respond positively.3. Trust and Integrity Become Part of the ProcessMost cold calling approaches try to slip in the back door by using strategies and techniques designed to \u0093get the sale.\u0094 Sometimes these techniques feel manipulative. Sometimes they\u0092re annoying to the potential client. For example, there\u0092s a cold calling approach that\u0092s based around intricate questioning techniques. It\u0092s designed to get at potential clients\u0092 pain and lead them into a sale. The problem with approaches like this is that the goal is always to get the sale, not find out the truth of whether there\u0092s a fit between you and your prospect. In this new way of cold calling, we\u0092re focused on the other person and their problems. We\u0092re looking for opportunities to assist, and we\u0092re doing it with the highest of integrity. This approach to cold calling doesn\u0092t use influence techniques in any way. It speaks straight to the customer\u0092s problems in a non-threatening manner. All you have to do is focus on the truth.4. Problem Solving Feels Better than SellingWhen you follow the new cold calling approach, you become a problem solver rather than a salesperson. This is the most powerful shift you can make. From this place, you\u0092re building trusting conversations. You are speaking to the problems of your prospects rather than pitching your solution. You are thinking from their perspective and engaging them in their world. Most of us like \u0093fixing things.\u0094 There\u0092s a greater sense of fulfillment in discovering whether we can help someone fix a problem. We\u0092re engaging some of the best character traits we have as people, and that feels good. Our days end with a sense of satisfaction rather than frustration.These are just a few good reasons why problem-focused cold calling works best.