Mastering Cold Calls: Unveiling the Secrets to Atomic Habits

What is the most effective method to develop the habit of making daily cold calls? We will explore a strategy from the best-selling book “Atomic Habits” by James Clear, guide you through the study that inspired this idea, and demonstrate how to implement similar steps to foster better habits for increasing sales calls.

Atomic Habits and Cold Calls

If you’re new to sales and struggling with cold calls, you might think you need the right motivation. However, this blog will reveal that you’re not lacking motivation; what you need is simpler and more accessible.

This approach is also used in coaching to assist freight brokers and agents in establishing habits for making sales calls, a crucial task in their field. Given its tested success, we encourage you to apply it immediately.

Studying Habit Building

In the early 2000s, British researchers began a study with about 250 participants to develop better exercise habits over two weeks. They were divided into three groups. The first, a control group, only tracked their exercise frequency.

The second, the “motivation” group, tracked their workouts and read motivational material about exercise benefits. They were also taught heart-healthy exercise methods. This group represents many people today who consume extensive video content to learn new things, whether on YouTube, TikTok, or other platforms.

The third group received the same content and instruction but also wrote a plan specifying when and where they would exercise the following week. Each member completed the sentence: “During the next week, I will engage in at least 20 minutes of vigorous exercise on Monday at [specific time] at [specific gym].”

In the first two groups, 35% and 38% exercised at least once per week. The motivational content didn’t significantly impact the second group’s behavior, suggesting that merely watching others may not improve one’s abilities.

However, 91% of the third group exercised at least once weekly, more than double the rate of the others. Their written sentence was the key factor. Researchers call this an “implementation intention,” a pre-planned response to a specific situation.

How The Research Applies to Cold Calls

Numerous studies have shown that implementation intentions are effective for achieving goals and establishing successful habits, whether it’s scheduling doctor’s appointments or quitting smoking.

Returning to cold calling, the issue is often a lack of clarity, not motivation. Being specific helps avoid distractions and maintain focus. For freight brokers, we suggest writing a sentence like: “I will make 20 prospecting calls between 9 and 11 AM tomorrow,” and setting a calendar reminder.

End each day by noting your expected call volume and the time frame for the next day. This practice has psychological benefits beyond the scope of this video.

Implementation intentions also help prioritize tasks that are important but not urgent, like invoicing or running rates during prime prospecting hours.

The Most Important Step – Make the Cold Calls

The final step involves physically tracking your calls, using hash marks or objects like quarters or paper clips. This tangible tracking leverages your brain’s reward system, similar to slot machines in casinos, and is crucial for measuring daily performance and progress.