Cold calling is a necessary part of recruitment, yet it’s often the most dreaded. As recruiters, especially those working independently, getting into the right mindset for cold calling can make all the difference.
Why Cold Calling Feels So Daunting
First, let’s address the elephant in the room—why does cold calling feel so difficult? For most of us, it boils down to the fear of rejection and failure. It’s not that rejection itself is unbearable; it’s that we frame it incorrectly. When you’re cold calling, you’re often seeking a simple yes or no answer, but many recruiters mistakenly see a “no” as a personal rejection rather than just part of the process.
The Three Types of Cold Calls
In recruitment, cold calls typically fall into one of three categories:
- Headhunting – Reaching out to potential candidates for a specific role.
- CV Canvasing – Pitching a candidate’s CV to potential employers.
- Selling Recruitment Services – Contacting companies to offer your recruitment services.
Interestingly, recruiters often feel more comfortable with headhunting than selling services, perhaps because the former is more about offering a potential opportunity than pitching oneself. However, it’s essential to recognize that all three types of calls are crucial, and they each have their own challenges.
Reframing Rejection
To overcome the fear of cold calling, it’s vital to reframe rejection. When you pitch a CV or reach out to a candidate, a “no” doesn’t reflect on your abilities—it simply means that what you’re offering isn’t what they need right now. By lowering your expectations and focusing on the process rather than the outcome, you can reduce the fear associated with cold calling.
Why “No” is Still Valuable
One of the key points Brett emphasizes is that a “no” is still a valuable outcome. It provides you with crucial information: what the client or candidate isn’t looking for. This helps you refine your approach and better tailor your efforts in the future. In some markets, especially those with a shortage of CVs, knowing where the opportunities aren’t can be just as useful as knowing where they are.
Setting Up for Success
To get into the cold calling mindset, you need to prepare. Have a primary objective in mind, such as getting a CV in front of a hiring manager or securing interest from a candidate. But also have a secondary goal—something that will still make the call worthwhile even if your primary goal isn’t achieved. This could be gathering information, establishing a future point of contact, or simply warming up a lead.
Building a Flowchart for Calls
Another practical tip is to develop a flowchart or a script for your calls. Know in advance what you’ll ask if you get a “no,” and have a plan for where to take the conversation next. This structured approach helps you stay in control of the conversation and ensures that even a rejection can lead to valuable outcomes, like building your database or refining your pitch.
The Real Failure: Not Making the Call
Finally, Brett reminds us that the real failure isn’t getting a “no” on a call—it’s not making the call at all. By avoiding the phone, you’re missing out on potential opportunities to secure a “yes” or to lay the groundwork for future success. So, don’t let fear hold you back. The more calls you make, the warmer your leads become, and the more confident you’ll feel.
Final Thoughts
Cold calling doesn’t have to be a dreaded task. By reframing your mindset, preparing thoroughly, and setting realistic expectations, you can turn cold calls into a productive and even enjoyable part of your recruitment strategy.
