Cold calls and door-knocking don’t have to feel awful. Here’s how to bring value, sound like yourself, and stop fearing rejection.

For most agents, prospecting brings a wave of hesitation. Picking up the phone, knocking on doors, or approaching someone at an open house can feel uncomfortable and intrusive. That fear often leads to avoidance and, with it, they miss out on great opportunities. With the right approach, prospecting can feel more like a genuine conversation and less like a sales pitch. Here are three practical tips that can help you show up with confidence, connect more naturally, and build stronger relationships:

1. Lead with value, not with a pitch. People are more open to a conversation when they understand how it benefits them. Start with something helpful and relevant rather than opening with a sales script.

For example: “I wanted to give you a quick update. Did you know your neighbor’s average home price has increased 6% since last spring?” This type of opening positions you as a local expert and gives the person a reason to stay on the call. When you lead with value, you build trust, and trust is what gets people talking.

2. Sound like yourself, not a script. Scripts are helpful, but not when they strip away your personality. Building rapport is harder if your tone feels stiff or rehearsed. The key is to practice your script until it sounds like something you’d naturally say.

“Every conversation counts; track your activity and focus on consistency, and the results will follow.”

You can start by using your own words, keeping your pacing relaxed, and don’t be afraid to let your personality come through. A real conversation always goes further than a perfect pitch. And if the nerves kick in before you dial, take a breath, reset your energy, and remind yourself that you’re reaching out to help, not to push.

3. See rejection as part of the process. Don’t be afraid to fail. Not every call will lead to a win, and that’s normal. Most agents hear “no” far more often than “yes,” especially with cold outreach. Around 2% of cold calls turn into solid leads, so take each call as a step toward improving your skills and building resilience.

Every call builds confidence and skill, so practice your skills or find someone to role-play with. Make it fun, debrief the weird calls, and laugh about them.

If you’ve been setting aside prospecting, now’s the time to start. Practice with a peer, run through your script out loud, and commit to just a few calls daily. And if you want someone to help you stay on track, call me, text me, or message me at (517) 343-1760 or jeff@jeffburkecoaching.com. I look forward to hearing from you.