You hear a lot about Ronald Reagan from politicians these days, on both sides of the aisle. History regards him as one of America’s greatest presidents, so he gets name-dropped by a lot of people who attempt to identify with him.
But what you don’t hear about is what Ronald Reagan can teach us about sales, because he was a master salesman!
His most important goal – and greatest accomplishment – was toppling the Soviet Union. While it’s generally believed that he did it simply by out-spending them on military buildup and nuclear missiles, that’s not entirely true.
Let me tell you how he really did it.
Reagan’s Introduction to the Soviets
Ronald Reagan’s eventual domination of the Soviet Union began even before he started going after them in earnest.
It was all about the first impression he made. First impressions count. First impressions last. And Reagan’s first impression, to the Soviets, was of a man of power and respect.
When Ronald Reagan arrived for the first time in the Soviet Union, it was winter, and it was downright cold outside – typical Russian winter weather with sub-zero temperatures and gusting winds and snow.
And then it happened….
Ronald Reagan got out of his limo, wearing only a suit with no overcoat. In the below-zero temperatures, he kept his cool (no pun intended), and didn’t shiver or do anything else to indicate that he was cold. He looked like a super-human to those watching on television, and made his Soviet counterparts, dressed in heavy overcoats, scarves, and fur hats, look like wimps.
The collective thoughts of the Soviet people were, “Who is this man?”
And then it was all downhill for them from there. As Sun Tzu said in The Art of War, “Every battle is won before it’s ever fought.” And Reagan had the Soviets psychologically defeated even before the arms race began that eventually brought them down.
What’s YOUR First Impression?
If Reagan brought down the world’s only other superpower besides the United States, based on the first impression he created on his initial visit, then you KNOW that first impressions count.
Ask yourself this: What is YOUR first impression?
Are you showing up with power and authority as Reagan did, causing people to ask themselves, “Who is this person?”
Or are you supplicating and looking desperate and hungry when you approach sales prospects?
I’ve got some news for you: If you want to look weak and desperate, then there’s no better way in the world to accomplish that than by cold calling.
Cold calling sub-communicates that you have nothing else to do, no customers to service, no prospects wanting to do business with you – in other words, that you’re desperate.
It also makes you look greedy, and not in a good way. Cold calling shows that you are out to GET a sale from them, not to GIVE them value and honest service.
So if you want to convey the level of power and authority that Ronald Reagan did in toppling the Soviets, you need to stop cold calling. Immediately. Right now.New York Times best-selling author Frank Rumbauskas is the author of the Never Cold Call Again® System and has won numerous accolades, such as Readers Choice for Business Book of the Year from 800-CEO-READ, and has been named one of Fast Company’s top 30 most influential people online. To learn more, and to download a free 37-page PDF preview of his Never Cold Call Again lead-generation system, visit http://www.nevercoldcall.com