Matching and mirroring in a cold-call

So, I got a comment (the first ever!) on one of my blog posts and thought it would be an interesting discussion to begin this post with - in a cold-call how important is matching and mirroring?  Many people say that in order to carry a conversation in a cold-call (or any sales call) matching and mirroring the prospect is key or should be considered a major strategy.  What I would like to present are 3 reasons that warrant a discussion on the merits of match and mirror in a phone call.  If I have missed any or if anyone would like to add - please comment!


Intimidation - in my world and experience of selling to technical people, they are typically not aversed in sales and so they get intimidated with the salesguy that's speaking with them ESPECIALLY if you are over-energized!  In this scenario, I try to lower my energy, the challenge here is if you get too low, you don't sound too exciting to speak with.  VERDICT - find a fine balance and during the phone call try to slowly increase your energy level (by standing up from chair, pacing, etc.).  It would be interesting if this matches other industries though. 


Genuineness or humbleness - if you look at sales, it's the formation of a relationship with another person.  When you are in a relationship - you are there because of who that person is and accept them for who they are.  If you take a look around at your circle of professional friendships (not personal), you'll notice that there is a wide variety of people from different backgrounds, but yet we all get along very well.  It's about getting to know the person inside and appreciating them - and that's what ultimately gets the long-term relationship sale!


Personality matches - people require information differently based on their natural or adjusted styles (adjusted being in response to their environment).  The one I use is the DISC profile, which is fairly easy and simple tool to use as it divides people up in 4 categories.  It might be difficult to gauge people on a phone call, but senior people are probably more likely to be dominant, while researchers, accountants, etc. are more likely to be cautious fact oriented (you can read more about it at here at the Wikipedia article).  By guessing, you can be good at matching and mirroring the language and tone of the conversation.  


While, I have not answered the question on the importance of matching and mirroring, I think the clear answer is go with your gut as you don't want to sway yourself in too much of a different direction.  I leave this blog with the following question, if you were selling to someone, who was an exact replica of you and no matching and mirroring was required - do you think they'd buy?