A reader sent me an email today about a cold call "guru," yet another of the new breed of coaches that have popped up over the past year or two claiming to have "re-invented" cold calling, and that this time it will really work. They say that cold calling only fails when you do it the "old way," but their way works.
The "revolutionary" method proposed is this: Call the prospect and compliment him or her on some award, achievement, charitable contribution, or whatever you can use as an excuse for the call. Praise the prospect for whatever they've done and try to build some rapport. Then you call back a week later and try to sell them something. This "guru" is claiming a 90% success rate with this method.
What's wrong with this picture?
Like my previous post, this talks about another way of attempting to trick a prospect into meeting with you. It presents a lot of problems. First of all, if you must find something to praise the prospect on, your list is pretty much limited to people you read about in the paper, and I can guarantee that LOTS of salespeople are calling them. The bigger problem, however, is that it's phony. No successful person in the world will be fooled by this. Strangers don't call and lavish praise unless they're looking to get something themselves. It destroys credibility, it's dishonest, and destroys any chance of a relationship with the prospect in the future.
The key to success is, of course, uncovering those little-known prospects who your competition isn't finding. That's where a smart self-marketing system comes into play. Why call someone who is in the paper and getting a dozen calls a day from your competition when you can get someone who hasn't been contacted by ANY sales reps to call you instead?