Good question, huh?!
Let's look at a common challenge of the early stage B2B sales game. We are 100% sure that you are currently enduring or have already endured this in your role as a founder.
Let’s get our nerd on and shine some scientific light on this.
Let's meet Andrea.
Andrea is a 28 yr old first time founder of an early stage B2B oriented SaaS Start-Up. Over the course of the past months she has leveraged her network and landed her first deals. Now she has to make new contacts and needs to reach out to new customers without a prior introduction. Every time she makes the move to pick up her phone and start cold calling, she feels a sense of dread and foreboding. You know all about this kind of discomfort.
This slightly nauseating feeling creeps up on you when you have to pick up your phone and call a complete stranger to speak with her about your product or your passion. You feel the pressure of having to sell, and the need to generate revenue is weighing heavily on your shoulders. For those of you who remember school or university times, you might recognize this restless feeling from the countless times you cleaned your flat or happily carried out the garbage only to avoid starting to work on an assignment or study for an exam. This same kind of avoidance is normal when you’re facing the daunting task of cold-calling. Many questions might be rushing through your mind, just as they are rushing through Andrea’s mind, including:
◦ What if she says no?
◦ What if all I have done and built so far is in vain?
◦ What if nobody cares enough to buy?
◦ What if I've wasted all this time and I’ll fail?
It is absolutely normal and natural to feel these feelings and anxieties. Take it from the seasoned professionals: this discomfort never fully disappears - it's just part of the game!
The big question remains: Why? Why do we feel these anxieties before picking up the phone to call a complete stranger?!
The answer: It’s our need to belong. Yes, still that same need. We've said it before and we'll say it again: the need to belong is one of the main drivers of human behavior. This need to belong is very deeply ingrained in our psyche. It is one of the things we as a species are best at. It is a trait which has enabled the human race to take over the planet: the ability to collaborate, learn from one another and share the work.