I saw a recent review for my book, Never Cold Call Again, that I found quite silly, especially because I've heard this argument numerous times before. (And especially because it came from someone claiming to be a sales coach.) The argument is that marketing and cold calling are the same thing, so I'm supposedly "telling people to cold call, just in a different way."
How ignorant is that? It's the equivalent of walking up to someone who is eating a steak, and trying to tell them they're actually eating fish. "Hello sir, you are eating fish. Since steak and fish are both food, which means they're the same thing, the words are interchangeable. Steak and fish are the same, and if you argue otherwise, you are just playing games with words."
Sounds silly, doesn't it? But, that's exactly the same argument that people make when they insist that marketing is just another form of cold calling. After all, they say, a marketing communication and a cold call are both new contacts to prospective customers, so they are one in the same.
Yeah, sure they are ... equally as much as steak and fish are the same!!!! (Oh wait, but they say it's me who is playing games with words. Umm, okay.)
Are marketing and cold calling both ways to reach prospects? Yes! Are they the same? NO!!!! One works in today's world, one doesn't.
But, who am I to argue. After all, a bicycle and a Bentley are both means of transportation, so you are an idiot if you insist that they are different in any way, shape, or form!PS- The supposed sales coach claims to have finished the book in 2 hours. At 54,000 words, that equates to reading 450 words per minute, or 7.5 words per SECOND ... impossible! Even the world's fastest speed reader cannot pull that off!