In the old cold calling way, you try to overcome the objection. You defend the potential sale.

But what if you don't? Suppose you listen carefully instead, and give the other person your full attention. Now you're sharing the process with them. You want to be focussed on they're thoughts. You're building trust, and you're showing that their issues are important to you.

Here are 4 important tips for responding to objections the new cold calling way:

1. "That's Not a Problem"

Try using the phrase, "That's not a problem" when appropriate. Believe me, it's usually hard for prospects to share honestly what's on their minds when they're talking to you. They don't want to disappoint you, or they're afraid you're going to pressure them.

So when they bring up an objection, step backward rather than forward. If you try to move things forward at this point, you're introducing sales pressure.

You can diffuse all that by saying, "That's not a problem." You'll discover others will relaxe more and be more willful to sharing. Because you're showing that your focus is on them rather than on the sale.

2. Pause and Re-open the Conversation

Once you've said, "That's not a problem," it's a good idea to pause rather than jump in with a solution. Let yourself focus once again on their issues.

So whenever you hear an objection, stop. Take a deep breath and physically relax. Then gently re-engage the conversation as you continue to explore the truth of your prospect's situation.

For example, let's look at the objection, "We don't have the budget for that."

You might respond with, "That's not a problem. In many cases, clients haven't considered a budget for this. Would you be open to a different way of looking at things that can give you a positive ROI for your business?"

3. Relaxing vs. Panicking

So many salespeople panic when they hear an objection. It's hard to relax if you're feeling the possibility of a sale slipping through your fingers.

So the solution is to move your focus completely away from the sale. It's easy to continue talking in a relaxed, interested way when you're simply exploring the truth of where things stand.

Objections really are a place for you to share thoughts and information. When the other person feels that you're open to this, they'll be open with you.

4. No Defense Is Best

Let's say you're really "rolling" with the new cold calling mindset. You're focused on the person instead of the sale. But in spite of that, you still react defensively whenever someone brings up an objection.

Here's some thoughts to help you stay anchored in the new cold calling mindset:

Remember that when nervousness and frustration, neediness kick in, you're tying yourself to, and placing more emphasis on the sale and not helping the prospect. Keep in mind to only focus on the real situation of where the other person is at present.

This keeps you fully centered in the mindset of helping others solve their problems. It also helps you move on graciously if there appears to be no "fit" between the two of you.

Also remember that when you get defensive, you're shifting into "battle mode." This creates sales pressure. Your voice is louder, and you talk faster. And you become overly enthusiastic. You're no longer being your natural self, and this tells the other person to raise their guard. You've become a "typical salesperson."

So when there's an objection, take several deep breaths and speak at a relaxed, unhurried pace. Use your natural voice in a way that's warm, friendly, and low-key. You're building a relationship, and this may be very important someday.

So there you have it. Release your fear of objections, and especially stay away from moving into "battle mode." You'll stop panicking whenever an objection is raised, and you won't introduce sales pressure. Your cold calling conversations flow more naturally, and both of you will stay more involved and interested in the process.